Beyond the down jacket
Strategic Planner
JOTT, the Marseille brand known for its down jackets, was opening shops at full speed: its 200th store opened in London in 2022, with 28 openings in France that year alone. The brand wanted to sell a whole wardrobe and give its communication more range, in France and across Europe.
The strategic diagnosis upstream of the range extension, then support for the brand’s development in the key cities of France and Europe, with Italy, Switzerland, Belgium and Germany as priorities.
Data scopeRetail and category data across Europe, structuring the extension and the in-store experience.
stores worldwide, the 200th in London
countries with JOTT corners
A diagnosis that set the direction beyond the down jacket, for a network of 126 stores in France, 60 elsewhere in Europe and 1,500 multi-brand corners in 25 countries.
Sources Monsieur Madame, 11.2022