1. Danielle O’Donnell
SN: 00154787T
The feature image on the first page of Jay Jays website
Consumer Behaviour
Assessment Two : Written Report
Jay Jays ( part of the Just Group)

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A.The company and its market segment
Jay Jays is an Australian casual clothing brand established in 1993 ( Wikipedia, Jay Jays). It is
a member of the Just group which also owns brand stores like Just Jeans and Jacqui E. At
finder.com.au, the introduction to Jay Jays states: “Stylish and affordable Jay Jays has a large
range of clothing and accessories for men and women”( finder.com.au,2016).This apparel
company appears to be particularly effective at segmentation marketing.
Demographic
The demographic profile of Jay Jays is broad with an obvious appeal to teenagers, from twelve
to eighteen year olds in particular and their parents. They are not an exclusive brand but have
established a personality with broad appeal,marketing to middle to low income earners,
appealing to suburban and regional families in the pricing of their products, and to teenagers in
the promotion of their products.
Psychographic
Their psychographic appeal is to those who want comfortable but fashionable apparel. The
company appears to fill a market segment in which teenagers are happy to wear clothes that
are affordable with funds from their part-time jobs.The brand appeals to those who may want to
look fashionable on the weekend, at school or on casual clothes days but cannot pay for
designer brands. Jay Jays distinct fun and cool personality appears to satisfy a desire for peer-
group acceptable clothing without the expense of an exclusive fashion brand. Their appeal is
casual: ripped and distressed jeans, shorts and skirts, flats, hats, belts, cool tees and fashion
shirts. Marketing a range of distinctive print tees with pop culture references is strategic.

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 Girls printed Tees : http://www.jayjays.com.au/
Geographic
Jay Jays has stores Australia wide, and this has been part of establishing themselves as a
popular retailer to the consumer of mid-priced casual clothing with their saturation approach to
distribution. In Victoria alone they have forty stores, in areas that range in size from 10,000 to a
million people. Overall across the six states and territories they have a total of 200 stores, and
favour malls and large shopping centres where there storefronts, playing music loud enough to
be heard and with bargain racks and tables outside the main entrance, attract fashion bargain
shoppers.
Behavioural
Usually Jay Jays locate their stores where there is foot traffic by the door, and they can create
the Von Restorff effect(Webb, 2009 CB). When you look into a Jay Jays store you see well-
stocked racks of clothing. Jay Jay’s stores are set up to provide strong initial exposure to the

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idea that they have plenty to choose from. They want the consumer to interpret them as a
treasure trove of relaxed casual looks, that provide great value for money. Customers are
prompted to return again and again for their value deals: two pairs of Jeans for $60, two
jumpers for $40, and two printed tees for $25-30. Jay Jays wants to promote consumer loyalty
by being a trusted provider offering value in trendy casual clothing(Kotler,1996).
B. How Jay Jays appeals to its segment of customers
A type of perception is strategised to take place on the Jay Jays website. You see a group of
young people, dressed in casual gear, and a bright yellow headmast, along with plenty of tabs,
letting you know that there is a great deal to choose from and there is enough information to
show that showing on this site will be a simple, good value experience.
The clear picture created on the initial page of http://www.jayjays.com.au/ promotes an
instantaneous cognitive and affective interpretation. We know that it is about clothing, we are
impressed that it is bright and fun, and our friends will like it. The consumer would be inclined to
explore the site further, and buy some product ( Poulos, 2007). Judging by the success of Jay
Jay’s it appears the encoded message, is being decoded as desired (Webb, 2009, CB).

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Motivation theory relevant to Jay Jays’ would include the drive-reduction model. If a pair of
fashion jeans and a printed tee were an essential part of the clothing required to feel
comfortable with a group of friends on Saturday, then a customer would be highly motivated to
make a purchase at Jay Jays. The knowledge that they have the “right” clothing without
spending a huge amount of money would lower tension and anxiety,providing an intrinsic
reward (Webb,2009).It appears the quality of Jay Jays clothing is comparable to other Just
Group product like that sold at Just Jeans. The value given by this good quality keeps
customers returning for bargain prices and a consistent look. Monica, the Ballarat store
manager commented that head office often uses Jay Jays to move “left over” product from the
company’s other stores(2016).
While clothing is essential to every consumer in the physical sense, there is also a need for
clothing that provides social acceptance or belonging: for example to a subculture of Game of
Thrones aficionados who buy t-shirts at Jay Jays. Buying clothing for social acceptance is an
example of meeting the second need in McClelland’s trio of needs, the need for
affiliation(Webb, 2009, CB). Referring again to the initial photo on Jay Jay’s website, we can see
the image implies that the whole “gang” will find their preferred casual look at Jay Jays.
Monica pointed out to me Jay Jays are known for their print tees(2016), this conditioned
stimulus leads to a conditioned response ( Webb, 2009) when seeing the Jay Jays sign, and
entering the store. There the additional stimulus of the various value deals : 2 for $40 for
instance, leads to an additional clothing purchase. This type of experience can be linked to
operant conditioning, as the shopper is rewarded with a lower price per item for taking away
additional garments from the store. This works well for Jay Jays as it increases the likelihood of
the customer wearing the merchandise, and mentioning that they got it as a bargain at the store.
As we learnt in consumer learning, “a repeat purchase usually follows a satisfactory earlier
purchase”(Webb,2009).
Jay Jays provides a wide range of casual clothing and accessories,
with an emphasis on jeans and t-shirts which means that parents
between thirty and forty favouring casual wear could also shop there.
Their range of print tees reference recent childhood nostalgia with
popular disney prints, and current media with their Game of Thrones

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and Ghostbuster shirts, for example.
Pop culture reference tees :http://www.jayjays.com.au/
Jay Jays is "all about having a good time and not taking life too seriously. We turn the music up loud
and live life in your favourite tees, tanks and sweats, paired back with denim and essentials that
every wardrobe needs.
Whether you're on a road trip to the beach, huddled around a campfire, headed to a festival or just
chillin' with friends, save your pennies on an outfit because we've got you sorted with the best ever
range of denim, the raddest print tees, the cutest dresses, basics to throw on and the perfect
accessories"(“Style”, Jay Jays, Wikipedia).
Their models are attractive, but are not airbrushed in high fashion style, and their male models
feature tattoos, which while trendy are not emphasised in the Just group’s other fashion brands. The
following example shows a lot more tattoo than the average consumer sees in advertising, outside of
a music video. The depiction of a tattoo on a Jay Jays model is significant in terms of their market
segmentation : There are only two states in Australia, New South Wales and Queensland, where it is
legal to get a tattoo under the age of 18(Lawstuff, 2014).

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http://www.jayjays.com.au/
JayJays has a twitter account @jayjays_au, and they tell stories on their instagram stories blog.
The blog content includes a story on a film featured on their squad t-shirts “Suicide Squad”, and
the inspiring stories of a female photographer campaigning about body image, and a young man
with autism who has achieved great things. This type of contact with their public continues the
perception of them as cool, fun and down to earth. Their facebook page includes pictures of
models in their clothing, humorous sayings, and the Jay Jays bright yellow online logo.
According to Campaignbrief.com, Jay Jays conducted a major advertising campaign in 2012
entitled ‘Multiply the colour’, and featuring US pop sensation, Cody Simpson, a celebrity referent
associating the brand with the type of success that appeals to their market segment,using
colour, music and a celebrity referent. I have never viewed any form of digital advertising for Jay
Jays other than the content at their website. Ten years ago, they produced print advertising for
mailbox delivery. These days they rely on word of mouth,the attractiveness of their website, and
their Facebook and Twitter pages(Jay Jays 1993-2016). They are a long established brand.

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Taking a closer look at Jay Jay’s appeal to their public prompted me to visit their two Ballarat
Stores. There is one in the Bridge Mall in Central Ballarat, and one in a Stockland shopping
centre on the western fringe of the city. They both feature the Jay Jay’s sign, well-stocked
stores, and the signature accent colours: yellow and orange.
Left: the shop at 16 Bridge Mall, Ballarat Right: the shop front in the Stockland Centre,Wendouree*
Monica, the manager of the Bridge Mall store commented that she understood that Jay Jays
were known and marketed for their print tees but in fact jeans were the biggest seller in all the
stores that she had worked. “People remark about how soft and stretchy they are. All our jean
fabrics contain some stretch.” She commented that most of their customers were young adults
aged between 16 and 20 years(2016).
Mel, an assistant from the Stockland store commented that the licensed tees were very popular,
and that people around 16 years old were their most common customers. “The print tees are
very popular with older primary school age kids, but we don’t have the sizing. The sizes start
just way too big for these younger customers”, she commented(2016).
These comments made me even more aware of how Jay Jay’s markets, especially when
compared with Just Jeans, another Just Group company. The Just Jeans store features
children’s sizes, right up to large adult sizes at three times the prices seen at Jay Jays. It caters
to a different socio-economic group who are happy to pay more for designer features, without a
licensed tee in sight, and dress their children at the same time.
*The Wendouree store front achieves the Von Restorff effect in this particular row of shops.

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C. A promotion for Jay Jays that suits them without negative legal, ethical, or financial
consequences
I suggest Jay Jays promotes their brand by running a competition for print tee design, promoted
at jayjays.com.au, and their Twitter, Facebook and Instagram accounts. Each store will receive
a promotional poster, and print entry forms with the terms and conditions, and design
submission guidelines. It is hoped that the competition will create a buzz on social media, and
create word of mouth advertising building on their current reputation for licensed t-shirts, and
their word of mouth and online promotion.
Jay Jays would select a national winner and a runner up in each state. The prizes will be a $500
clothing voucher for the winner, with a dozen t-shirts with the winning design on them. The
runners up will each receive a $200 voucher, and six t-shirts with the winning design on them.
The seven finalists will be flown to a rewards ceremony in Sydney. This will involve flights and a
night’s accommodation for fourteen people.
1.Each design must feature Jay Jay’s signature colours of blue, yellow and orange.
2. Each winning design must be judged as “rad”, cool or fun promoting Jay Jay’s
personality.
3.The design must be the original work of the entrant and not feature any logos, symbols
or characters that are licensed.
4.The competition will run from the 1st April 2017 and the last entry must be submitted
by 1st September 2017.
5.The winner and runners up will be notified by 5pm on the 25th of September 2017, and
will receive return flights to Sydney as part of the prize.The prize includes flights and
accommodation for an accompanying adult. Each pair will spend the night of the
ceremony at the Shelbourne Hotel, Sydney in twin rooms. The winner and runners up
will be announced at an awards ceremony on the 2nd October at the Shelbourne Hotel,
Sydney at 7pm.
6. Meals and incidental expenses are the responsibility of the winner and their guests.
7. The winner and runners up agree that their designs become the sole property of Jay
Jays (The Just Group) and that they forfeit all rights over the same.
8. The winner and runners up also agree that t-shirts with their designs will form part of
Jay Jays product and promotion for Christmas 2017.

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9. Jay Jays are not obligated to print more than the prize winner’s quota of the prize
winning design t-shirt.
Ethical concerns about the competition include:
Ensuring the designs submitted are the work of the competition entrant/s.
Ensuring entrants understand exactly what reward they will get for creating their designs
Ensuring the design and reward both reflect well on the brand, encouraging entrants.
Ensuring any slogans promoted in designs from the competition are decoded as neutral, or
anti-bullying and exclusion.
Legally, Jay Jays does require a permit from the gambling regulatory authority of each state.
Although their contest is one of skill and the winners will be decided by a panel of ten made up
from their team of Australian managers and the prize pool is valued at approximately $10,000,
a permit is needed because they will be promoting and running the competition predominantly
online. This is the reason Jay Jays require a permit to run their competition, otherwise this law
would not apply to them.
“A trade promotion lottery is defined as a lottery run by a business, community or charitable
organisation where they: offer prizes to promote their product, services or community or
charitable purpose, and the process of choosing a winner includes an element of chance”
( Justice Connect, 2013). As Jay Jays competition is national they will need to apply to each
state authority to find out the permit costs and requirements.
ACT - http://www.gamblingandracing.act.gov.au/
NSW -http://www.olgr.nsw.gov.au/promos_trade_promos.asp
NT - http://www.nt.gov.au/justice/licenreg/
QLD - http://www.olgr.qld.gov.au/
SA - http://www.olgc.sa.gov.au/
TAS - http://www.treasury.tas.gov.au/
WA - http://www.rgl.wa.gov.au

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Each state requires them to provide the following information in their competition terms and
conditions :
“ The terms and conditions must include the following information:
1. How to enter
2. Conditions of entry
3. Start and closing dates
4. When and where the lottery will be drawn (date, time and location)
5. Details and values of all prizes
6. How winners will be notified
7. Details of newspaper/journal in which winner’s names will be announced (if required)
8. Details of any additional purpose that the personal information collected from participants will
be used for” ( Justice Connect,2013). The company must provide a privacy statement, and
keep entrants’ contact details confidential, other than for the purposes of administering the
competition.
While Jay Jays is not required to state at what time the competition will be decided exactly as in
a game of chance, they are ethically required to state who the judges are and on what date and
where the competition will be announced.
Jay Jays is basing their promotion on the human desire to be rewarded for effort. They want to
promote a positive image of young people, and their ability to create. They find that their target
market want to engage in activities that are purposeful and rewarding. Many of them have
concerns about the world and want to promote their political and social ideals(Greater
Good,2016). Jay Jays feel that these factors will draw many entries to the competition, and
while they achieve strong promotion, their customers will enjoy a creative experience. They
consider that the positive feelings generated for the brand is a form of operant conditioning that
will lead to repeat purchases and word of mouth promotion of the brand. In terms of the trait
theory of personality Jay Jays has an outgoing and humorous personality which many of their
customers wish to identify with. In terms of self-concept theory, it appeals to the human
tendency to look for and create positive versions of the image of the ideal self, and social
self( Webb,2009). The competition idea taps into many traits of their target market and should
prove a positive form of marketing.

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References
About Jay Jays. (2016) Available from Finder.com.au. [Accessed 6 August 2016].
Australian Competition Permits.(2016)
Gleam Guide to Australian Online Competitions. Available from: https://gleam.io/docs/guides/australian-
permits. [Accessed 6 August 2016].
Guys: Print Tees.(2016). Jay Jays Image. Available from :http://www.jayjays.com.au. [Accessed 5 August
2016].
Jay Jays (1993). Facebook. Available from:https://www.facebook.com/jayjays/ [Accessed 5 August 2016].
Jay Jays Advertising. (2012) Available from Campaignbrief.com. [Accessed 5 August 2016]
Kotler, Philip.(1996) Marketing Segmentation, targeting and positioning. Part 2 :Market Behaviour and
Strategies.Prentice-Hall, New Jersey. 214-19.* ( this is a speculative reference- the only thing I am certain
of is the author and the page numbers)
Mel, store assistant Jay Jays Wendoree (2016). Most popular lines and frequent customers.
Monica, Store Manager, Jay Jays Ballarat (2016). Image, customers and best sellers.
Poulos,M.(2007) Buyer Behaviour, Implications for marketing, Pearson Australia, Frenchs Forest.
Shop. Available from :http://www.jayjays.com.au/. Jay Jays Image. [Accessed 5 August 2016].
Style.(2013) Jay Jays . Wikipedia. Web . [Accessed 5 August 2016]
Tattoo and Piercing. (2014) Lawstuff Know Your Rights. Available
at: :http://www.lawstuff.org.au/nsw_law/topics/tattoos-and-piercing. [Accessed 7 August 2016]
The official Twitter account :@jayjays_au. (2009) Available from:https://twitter.com/jayjays_au.
[Accessed 5 August 2016].
Trade Competition and lotteries laws. (2013) Justice Connect. Available at : http://www.nfplaw.org.au/.
[Accessed 6 August 2016].
Webb, K.(2009) Consumer Behaviour, 2nd. Ed. McGraw-Hill, Australia.
What’s Good about Generation Y?( 2016)Greater Good. Available
from :http://greatergood.berkeley.edu/article/item/whats_good_about_generation_y.[Accessed 6 August
2016].