Can JOANN Fabrics Rebrand Save the Company?
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- Опубліковано 8 вер 2024
- Happiness Starts Here: JOANN Rebrands as “JO-AND” in New Campaign Focused on the Joy of Creating
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57:55 your reaction is priceless 😆 I really wish craft stores would get out of the home decore stuff. It just takes up space for actual craft stuff.
17:56 agree the ad was a bit all over the place, but a lot of crafty ppl tend to think of multiple projects spanning multiple disciplines and i think it captures that... so it's kinda saying they have stuff for whatever your inspired to do. Unfortunately, it's hard to have all that stuff in one store and have sufficient turn over in stock to keep ppl coming back...
The fleese blanket kits were on clearance sale prices a week or two before JoAnns filed for bankruptsy. Local store had six - 4 by 4 foot wire bins full of these kits. Sale price first week $6.49. By the week after Easter price was marked down to $3.49 a kit. I bought several kits week before Easter and whipped them up and embroidered each grand childs, spouce and kids first name on them and placed them rolled up in their Easter baskets. My kids and grand kids go camping and its a cheap alternative to taking home bedding on camping trips!
For the fun if it and with $1.99 shipping, I did place an order for $2.00 a yard fabric. I only asked for cotton but the blue with white stripes was the fabric i chose. Forgot to double check that it was 100% cotton. Quality fabric? Not a garment sewer myself so would use fusible interfacing, possibly foam and quilting too. Lining, if nothing else a grocery tote bag lining will be useful (interfaced as needed).
My local Joann’s isn’t newer. It looks old, the shopping center it is in, is old. All the notions are overpriced. The thread selection is good for color but better thread is not at Joann’s. I mail order threads. Fabric selection is not horrible. There are horrible choices but if I’m looking better fabric, there is a premium cotton area. Some of the upholstery, canvas or outdoor fabric was there. Lucky to have choices I can see and touch.
I tend to order online and pick up, then do a quick run innstore to the “last chance” area. Yes, the there are out of stock items at my local store but then offered free shipping (or $1.99) to place an online order. Joanns is open 7 days a week. An advantage.
I'm a papercrafter, and even though JoAnn's does carry quality products, their inventory never changes. The only reason to shop those aisles is if I need to replace something, which never happens with stamps and dies. The items I do need, stamps/pastes/refills, are usually out of stock. I also use a lot of cardstock, and Michael's has them beat on that front by miles. When there IS a new release, like with Tim Holtz stuff, I have to guess when the items might appear in-store, and they are usually completely picked over when I finally do find them. I agree 100 percent with the shipping fiascos - have had multiple orders canceled, and, if I order 3 things, they will arrive in 3 separate, completely oversized packages, often weeks apart. I love the home decor aisles, though, especially when they go 50 or 70 percent off. The non-sale prices are outrageous for such cheaply made (but cute) stuff.
Oops, I meant inks/pastes/refills for replacement items.
Joann’s online ordering and shipping is horrible! That needs to be fixed!!
The ad wasn't bad, but the idea of a friendly, helpful concierge literally standing there waiting to show you where what you want is, is pretty funny when in reality, the 2 frazzled store employees don't have time to help
Their products are over priced even when you use the coupons. I love 💕 shopping there, but I have to really need something because of the prices. Plus they don’t have everything I need in stock, I love their classes!
What they’ll do is streamline product line. They like to call it going back to basics. I worked for a retailer that went through bankruptcy a couple times.
The joann’s happy fabric arrived. First impression is positive. No information is printed on the salvage. The fabric itself has weight and body.
The ad was very disjointed, like they were trying to cover everything at once but without a focus. It honestly mirrors the anxiety I feel when I go into the stores. There is so much going on and it’s so messy that I want to get in and get out as quickly as possible.
They need to get back to basics. Fabric first, sewing basics. Sewing classes. And ads that show real people, like Moms/daughters/grandkids shopping together, teaching the younger ones to sew. Market stuff we can make for men, manly stuff like diy gym bags, duffles, bbq aprons, boxer short pjs, practical things. My hubby loves getting homemade items. He had a freind that sewed expertly, he was a family man and expert carpenter. Sewing was a hobby for him. I would love to see it become crafter centric again, not another home dec store.
Am I remembering correctly that their prior charitable partners (like numerous schools) were among their creditors during bankruptcy?
This looks to me like a simple marketing campaign, not a rebrand. Rebranding would involve changing the store name. They are not changing the name, just making a pun based on the name, as a part of a marketing campaign.
The good things about the campaign: they are trying to draw back in the young people who probably sewed for the first time when they made masks four years ago, by showing them other things they can do. They are subtly trying to say "it's not just your grandma's store" without turning off grandma.
The bad about it: it addresses the need to build up a new generation of crafting and sewing customers, but doesn't address the lack of quality materials to make anything other than the basic level of crafts, quilt, and garments; it doesn't address the general messiness and understaffing* of stores; and it doesn't address the aging stock and unfocused collection of random products.
* the helpful employee showing the customer where to find something proves this was created by someone with no in-store experience. Stores are lucky to have two people working at a time (one to cut and one to run the cash register). Between customers they are expected to unpack shipments, restock shelves, stock new products, do seasonal product display changes, keep up with sale tags and pricing, and clean the store.
It was childish! Children/teens are not the customer base! These people don't know their demographic...at all! If this is it.. Joann is a sinking ship. I personally felt insulted! I take my craft/quilting like an artist not like a middle school craft room. These new leadership is missing the mark!
I just started needle felting, very disappointed that there are no needle felting supplies at my local Joann's.
The low cost might be ok for young learners
I feel like a bunch of experienced sewists, crafters, painters, knitters, etc. could pull together a leadership team that could turn Joann's around. We are the ones that set the standards and we know our skills better than anyone on this leadership team. Do you think any of these people have ever actually used a sewing machine?
I’m sorry but that is just pretty bad add. I was like what was that…..it’s just pieces of thoughts on what? I get that crafts can mushroom, but don’t put that in the form of an add. Draw people in of all ages & that had absolutely no appeal to me 😂
Get rid of the craft section...concentrate on fabric.
That fleece has to be fire retardant for kids. If it’s not they are completely out of touch. These fabrics you are seeing on website are worse than Walmart lol. Not liking them at all
Joan is horrible. They really going down hill.They don’t advertise patterns on sale.