.

1. JANE NORMAN
re-branding

2. CURRENT BRAND ETHOS
Established in 1952, we have been helping women dress their sexy best ever since. If
you want to walk in to a room and make sure all eyes are on you then you’re our girl.
With over 60 years of making women look gorgeous, Jane Norman knows the body
of a woman like no other. Style is all about attitude and our style oozes sexy, sassy
confidence. Jane Norman is unique in that we love fashion but we are not a slave to
the latest fad. We know what our customer likes and how she wants to dress to
accentuate her fabulous figure.

3. WHY FAILING?

8. SWOT

9. STRENGTHS

10. WEAKNESSES
• Fabric choices
• Overpriced

11. OPPORTUNITIES
• Rebranding
• Partnership with new designers
• Going back to origin of British brand

12. THREATS
• Every other brand in UK market
• Investors could cut it off

13. PROBLEMS WITH THE
BRAND
• Stuck in early 2000’s
• Cheap fabrics
• No trends
• Bad branding
• No online presence
• Overpriced
• Lighting terrible
• Overstocked
• Bad floor plan
• Bad touchpoints

14.  We’re targeting a group of people familiar
with online shopping through IG
promotion to keep within the
demographic
 Giving discounts and sending items to
“instagirls’ to promote products to large
group.
TRIBES
INSTA-GIRLS

15. REBRANDIN
G

16. BRAND MATRIX

17. BRAND
MATRIX
SUPPORT

18. NEW BRANDING
• 1952
• Thicker tags
• More money on VM
• Changing rooms
• Staff presentation
• Hire interesting staff
• Music-

19. NEW PRODUCTS
• 50s inspired but modern
• Applies to trends
• Quirky
• Good quality fabrics

20. USP
• Back to roots, very British,
very 50s inspired store.
• Vintage section

21. PROMOTION
• Use people with online presence
to promote the brand
• Natalia Kills as face of brand

22. COLLABORATION

23. NEW TOUCH POINTS
• Instagram
• Advertisement in magazines ,
young, interesting
• TV
• Bloggers
• Uniforms
• Smell
• Layout

24. NEW ETHOS
• Young, interesting, fashion
forward, stand out, body form,
• British, 50s