Australian fashion brand Jag has rolled out the second phase of its relaunch.
The iconic brand relaunched with a fresh look in March, in a bid to revive brand awareness and engage 30 to 35-year-old consumers.
Jag has launched the second wave of its ‘Get Back’
campaign starring media personality Ruby Rose.
Titled ‘Tomboy’, the campaign depicts Rose as herself and a male alter ego.
It promotes the brand’s new man-style cotton pants and is the
first of many Jag items to be trumped by Rose throughout the year.
The new campaign is running across online, social and in-store, with other platforms yet to be finalised.
Jag general manager Tracy Shaw was adamant the youthful relaunch would not alienate the brand's heritage customer.
Shaw
said the campaign, which launched last week, had already generated
“double digit sell-through”, and that Rose had helped Jag disrupt the
market and shake up its image.
Jag is also working with actor and singer Jay Lions on its menswear range.
JAG: New look.
