Jeans that Jump through Hoops

Just Jeans, Pitt St.  Calvin Klein jeans with some attitude.

Denim Eye Candy

Just Jeans, Broadway.  Good looking denim models anyway:)  In all seriousness, this must be a tough category to find something 'fresh' to say.  While denim is a mainstay, for many shoppers it has become commoditised, especially in the middle sector of the market where Just Jeans operates.

When Edgy Meets Obscure

(Just Jeans and General Pants, East Gardens).

Sometimes I wonder whether fashion chains (and perhaps retailers in general) suffer from a disconnect between their marketing department and their shoppers. Take a look at these windows. I believe most shoppers 'just wouldn't get it' - not that I really 'get it'. While I understand that fashion brands need to appear 'edgy' to their customers, these seem to fall into the 'seemed like a good idea at the time' basket. What WERE they thinking ?

Mainstream Fashion Unravels

(East Gardens, General Pants, Katies, Jeans West, Just Jeans). A visit to the mall this afternoon left me wondering whether mainstream fashion retailers really understand where their customers' heads are at. Have a look at this selection of windows from well-known brands on the Australian retail scene, targeting a wide spectrum of the so-called mainstream mid-market for apparel.

What struck me is that none of them has a compelling message or offer. We are in the middle of the worst recession anyone can remember, and customers have been used to seeing '50% to 70% off' sales every week. This is not to suggest that is what retailers should be doing at this point. All credit to retailers who feel they can move away from this 'consumer drug' - the road to ruin for many a mall retailer.

My question is this - is there no news ? eg. new season or product lines ? Are there no value offers (to be fair Jeans West had advertised $65 jeans, but very 'quietly') that can catch the imagination of shoppers ? Where is the call to action ? I understand we are in a trans-seasonal (or transitional) period) - but it does seem there is a single lack of imagination amongst retail marketes in this sector. Let me know your thoughts.

DRAMATICALLY VAGUE

Just Jeans, East Gardens. A good, dramatic window, but the proposition is unclear. Probably a bit too obtuse for most people.

JUST OLDER ?

Just Jeans, Miranda, Friday afternoon.  Note the majority of prospective customers entering the store are 35 years+ in sharp contrast to the brand's perceived younger target market and window imagery.  It would be interesting to note whether this is reflected in their sizing, or if there are lost sales opportunities.