Mémoire-projet

Abstract

What if a brand could make you travel without ever leaving your daily life?

Since 2006, J&JOY has been dressing the whole family with colorful collections inspired by the world. As an inclusive and cheerful Belgian brand, it was built around the ideas of escape, family, and sharing. Yet, to remain relevant, it must now win over a new generation: 25-to-30-year-olds, curious, connected consumers who value authenticity and purpose.

This thesis addresses a central question: how can J&JOY expand its target audience while ensuring a coherent repositioning of its brand identity? The dual objective is to assess the brand’s current perception among its audiences and to propose a clear strategy to rejuvenate the target without betraying the brand’s existing DNA.

The methodology is based on a qualitative study including semi-structured interviews with branding and marketing professionals, multi-brand retailers, as well as current and potential lifestyle-focused customers. This is complemented by a strategic benchmark of lifestyle brands that have successfully achieved generational repositioning.

The results reveal a gap between the intended identity (travel, quality, originality) and the perceived image (colorful, kitsch). Young adults do not reject J&JOY but do not feel drawn to its current universe either. The brand remains endearing, but lacks clarity and impact for this demographic.

In conclusion, the thesis recommends a strategy of adjustment: strengthening the brand’s core codes (travel, color, zest for life), adapting digital channels and content to the targeted audience, and exploring creative collaborations without altering the products. For J&JOY, it’s not about changing everything, but about telling its story better.