This is also very smart!!
Additionally, as we look to leverage the unique opportunities that JOANN has, we distorted our inventory and merchandising presentation to capitalize on the changing consumer marketplace and launched our Make Room campaign. Make Room is our uniquely curated collection of many of the products students need to decorate their dorm room or apartment as they return to college.
Our Make Room campaign was a valuable strategic play for multiple reasons: first, it allowed us to market a broad assortment of our basic products, including textiles in a new way and without deep discounts, creating a low-risk, high-reward touch point that appealed to current and new customers alike. Additionally, Make Room leaned into social media trends, where students across the country found creative ways to design their own physical happy place as they head back to campus and then post and share their creativity with their followers.
By leaning into these trends, we were able to establish JOANN as a destination for these important products, expose them to a broader assortment of our offerings and increase the relevance of JOANN to younger customers.