March 15, 2013
Add a message
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.
Subscriber Log In
Forgot your password?
Home delivery subscribers get free access. Link Account
Customer Service Number: 1.888.MY.GLOBE
Receive free unlimited access to BostonGlobe.com for the next two weeks! Get access
Enter your e-mail address below. We’ll send you an e-mail with a link to reset your password.
Return to login
Continue reading by subscribing to BostonGlobe.com for just 99¢.