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The Boston Globe

Business

New J. Jill ‘uncomplicate’ campaign targets baby boomers

Picture a woman in a pale blue tunic matched with gray leggings sprawled across a cream couch reading the newspaper on a Sunday morning and you’ve got the idea behind J. Jill’s largest marketing campaign to date. The company even has a word for it: Uncomplicate.

The 54-year-old company set out over the last year to build its brand as easy style and timeless fashion to appeal to a baby boomer customer base that wants more time for the things that matter most.

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