Whos the target market for Janeville?
This woman’s life is changing from being under external influences to family influences. We’re targeting a 38-year-old woman who has moved from the post-college career years to home and family. She has at least $85,000 a year in household income. Q: What merchandise will Janeville carry? A: Our customer’s priorities have changed, and her shape is changing too. Almost all our [woven fabrics] stretch. They’re beautiful fabrics. We’re buying from Italy as well as the Pacific Rim. We’re trying to address a variety of price points — you’ll be able to get an outfit of pants and a top for $98 to $128 — and we’ll let the customer vote. With Janie and Jack, we started with a lot of traditional layette products, but customers said they wanted fashion, so we’ve dramatically shifted away from layette to more fashion. Q: How do you plan to market Janeville? A: At the beginning we’ll do direct marketing in the communities where we’re opening stores. We’re tapping our customer lists from Janie and
