JanSport's VP of Global Brand Management, Alex Reveles, reveals the brand's strategy for connecting with Gen Z. The episode details how JanSport stays relevant by understanding Gen Z's shopping behaviors, evolving products, and leveraging technology to align with their values and maintain authenticity in a rapidly changing market.
Key takeaways
JanSport actively researches Gen Z's evolving shopping behaviors to tailor product development and marketing to their preferences.
Authenticity is key for Gen Z engagement; brands must genuinely embody their values through initiatives like mental health awareness (+LightenTheLoad).
Product evolution is crucial for long-term relevance, adapting offerings as Gen Z consumers mature and their needs shift.
Leverage technology to enhance customer service and engagement, providing experiences that resonate with a digitally-native generation.
Brands must be agile and ready to pivot quickly in response to changing consumer trends to remain competitive and relevant.
In episode 386 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Monica Rigali, vice president of global brand management at JanSport, a VF Company. Listen in as Rigali provides an overview of the heritage backpack brand (1:01), her current role and professional background (2:25), and how JanSport engages Gen Z consumers (3:51). She shares how…
JanSport actively researches Gen Z's evolving shopping behaviors to tailor product development and marketing to their preferences.
What does this episode say about dtc strategy?
Authenticity is key for Gen Z engagement; brands must genuinely embody their values through initiatives like mental health awareness (+LightenTheLoad).
What does this episode say about product & merchandising?
Product evolution is crucial for long-term relevance, adapting offerings as Gen Z consumers mature and their needs shift.
What does this episode say about brand & content?
Leverage technology to enhance customer service and engagement, providing experiences that resonate with a digitally-native generation.
What does this episode say about brand & content?
Brands must be agile and ready to pivot quickly in response to changing consumer trends to remain competitive and relevant.
