Finalist Jacqui E
Jacqui E came into being in 1996, with the aim of providing quality fashionable womenswear at mid-market price points to the 30 to 35 year-old career and family woman.
Now operating a thriving chain of around 100 stores, the label is widely thought of as the sophisticated older sister of young women's fashion label Portmans, also owned by parent company the Just Group.
Since entering the Just Group stable in 1994 - it had previously traded as Jacqueline Eve - Jacqui E has successfully repositioned itself from a basic range at discount prices to a mid-market fashion range at medium prices.
Its broad array of high quality on-trend product is predominantly sourced in Australia, but is able to compete on price with lesser quality-imported fare, largely thanks to the economies of scale of a sizeable organisation.
The Just Group's back of house technology is recognised as the "best and fastest in the industry", says Just Group commercial director Glenys Shearer. She describes the system as the "engine room" across all the Just Group businesses - Jacqui E, Portmans, Just Jeans, Dotti, Jay Jays and Peter Alexander.
This allows Jacqui E to run slick supply chain and stock management operations, meaning the label's target market has come to expect fashionability, premium standard stores, fast stock turn and excellent customer service.
"Jacqui E is very much about one on one customer service and a whole wardrobe approach to buying clothes," says Shearer.
For this reason the group places a high importance on staff training and has developed a three-part induction course to "ensure staff understand the brand and the values behind it", she explains.
The group monitors stores' performances on a monthly basis and runs awards nights and large-scale events to recognise high achievers.
Strong team spirit is key, and staff regularly take part in team building exercises, often involving trips away.
"We have a very flat structure, and anyone can call me or [Just Group managing director) Howard [McDonald] at any time," says Shearer.
The brand maintains consistent sales through in-store and direct marketing programmes, with high levels of customer loyalty allowing many customers to be identified by name and marketed to individually.
Jacqui E has a large number of active loyal customers who receive a monthly newsletter and participate in VIP initiatives and events.
The Jacqui E website is tailored to the brand's target market and includes food and lifestyle editorial and information on charity initiatives, which most recently have focused on the Breast Cancer Foundation.
"It's very important to be socially aware and we've spent a lot of time choosing causes that represent a good fit with our target market."
Recent campaigns include a breast cancer awareness necklace available through Jacqui E stores and a website-based drive encouraging supporters to buy pink bands to raise money for breast cancer survivors.
Visual merchandising and store design also play a very important role within the marketing mix, while Jacqui E advertising - executed predominantly through print media including the Sunday magazines - is closely aligned to its target market.
"We usually take a double page spread and the advertising is designed to be inspirational and aspirational," says Shearer.
Jacqui E campaigns are based around the idea of "the face of Jacqui E", with past "faces" including models Alison Brahe, Yasmin le Bon and Emma Balfour.
"We find this approach works very well for us. We always look for someone who is beautiful and inspirational.
"It's also very important that the face of the brand should have a personality. Alison Brahe was very good for us. She epitomized the 'yummy mummy'.
"That's really what the Jacqui E brand is about; a beautiful woman, but someone who is approachable and very real."