Joann Fabric
Skills: Brand Strategy, Content Strategy
Like many classic box store chains, Joann Fabric has been struggling to compete with online retailers for crafters' attention and dollars. Looking for a way to reach a new generation of crafty spenders, Joann needed a new strategy to capture Gen Z’s attention. For a course in Brand Strategy, my team developed a new product offering and a media campaign to differentiate Joann Fabric from competitors and build a new target audience.
March 2024
The Big Idea
No one knows fabric like Joann, and there’s no better place to learn how to sew, socialize, and buy supplies.
Joann should position themselves the experts in fabric and sewing, building the next generation of loyal Joann customers by teaching Gen Z the joy of sewing. They should allocate a section of their stores for “Stitch Social” spaces where customers can take a variety of classes and utilize in-store sewing machines. The classes would range from single day lessons to multi-session projects, as well as the option to purchase “studio time” to utilize Joann's sewing machines and sewing experts.
Audience Persona
Jenny is an upper-middle class, seventeen year-old high school student in Lake Forest, IL who loves arts and crafts. She always hangs out with her best friends on the weekends and wants to try new things outside of the house. She spends a lot of time scrolling on TikTok and Instagram, but she’s a bit tired of it and looking for ways to be more productive with her time. She went to sewing camp when she was in elementary school and enjoyed it, but has since stopped since she doesn’t have a sewing machine and is busy with school and soccer. She has access to her mom’s car, and would love to fill it with her friends as they embark on a new crafty, social hobby.
