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Wendy Maeda/Globe Staff
Women's clothing retailer J. Jill rolled out its new "uncomplicate" campaign to target baby boomer women.
Clare Spofford, chief marketing officer, said J. Jill wants to sharpen its image.
A year ago J. Jill embarked on a research project to connect the brand with the consumer.
J. Jill’s target customer wants to make time in her life for family and friends and not stress the rest.
In many ways the campaign’s new buzzword - uncomplicated - describes the company’s attempt to find itself.
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