Store Review Jack & Jill on Granville Street, Vancouver

Review

Store review is about the attractiveness of a store, the window display, mix of clothing/accessories, store layout and target market. Trend Fashion Marketing & Forecasting will be reviewing independent stores and small chains.

Jack & Jill

Jack & Jill started out as a small shop on south Granville Street in Vancouver. A sweet little store offering some European brands such as Sandwich_ from the Netherlands and Jackpot from Denmark. The customer service was exceptional.

A few years ago they moved to a larger location on Granville Street but nearer to 12th Avenue. Jack & Jill also opened 3 more stores in other parts of the lower mainland. This review is about the Granville location.

Store windows

According to a BC survey, conducted by Ipsos Reid, on what influenced people’s fashion choices, store windows rated the highest in influence followed by friends & family and then street fashion. Jack & Jill’s store window reached across the width of the store. It had  number of mixed messages. The fringe backdrop with the faux chandeliers and blocks of tree trunks mixed the outdoor with a baroque sensibility. It just did not work. The clothing, although attractive, did not go with the props. The necklaces on the mannequins clashed with the tailored dresses.

Inside layout

The layout of the store seemed cluttered and without focus. Shoes, boots and accessories were at the front of the store. The clothing on wall racks, centre racks, was organized by designer. Sale merchandise was against one wall and at the back of store.  It was difficult to look over all the clothing, as it seemed scattered and confusing. Indeed the store looks more like a warehouse then an upscale fashion store. Time to modernize, the warehouse look is out.

Clothing collection

The store had only one Canadian collection, Sympli.  Nice clothes and flattering to most bodies. Other clothing that was interesting was 123 industries and Susan dresses and coats. When asking about other Canadian clothing lines the salespeople did not know and had to ask. One sales associate proudly replied we have “European” lines. (We have really good designers in Vancouver and Canada but they were not represented). The Sandwich_ line and Jackpot were both gone. Too bad they were great. I found that not much was on trend with the exception of a velvet jacket with hunting scenes by Gusindustries on the sale rack. If you are a size small run do not walk to get this jacket, right on trend.

Accessories

The shoe collection was really interesting with some lines not often seen on the west coast. Lots of great scarves but very little in the way of interested accessories with the exception of a braided silver bracelet. Surprising, as Vancouver has many great accessory designers, but again it is not “European”.

Customer Service

The sales associates were all anxious to help and take anything you were interested in to the change room. Their product knowledge could be improved. I found them friendly and helpful.

Target market

Seemed to be targeting women age 35 plus but some items would work with younger women. Do not appear to have a marketing plan.

Conclusion

It looks like Jack & Jill had a change of ownership  as the store has changed quite drastically. The original owner had a good handle on what customer wanted and had good store windows.

Recommendations

Need to clearly defined their market, professional window display service, reorganize store, check out more Canadian brands, research local accessory designers and use a trend service.

Rating

Needs improvement if they want to keep customers

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Comments
3 Responses to “Store Review Jack & Jill on Granville Street, Vancouver”
  1. Local Flower says:

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  2. it was really an interesting and informative article. pretty cool post! thanks for sharing this.

  3. Nat says:

    I read your article above on Jack & Jill, and concur completely. I used to shop there on S.Granville many years ago, and found several items that I liked.. and purchased. I was in there this past year, and thought the same as your review. It was very cluttered, and difficult to search through all the racks, and it just seemed like there was no trend story going on a all. I couldn’t find anything worth buying. Its too bad, perhaps they should hire a better buyer and store merchandiser. I find a lot of store owners think they can do everything.. but they can’t. It’s worth spending the money on professionals that have talent.

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