"You can’t google life experience"

Nothing is faster than fashion. What’s hot today is dead tomorrow. And the name the of game is finding your core position and hope to strike for a bit of longevity in a fast paced market. Womens clothing brand JOY was struggling in the middle among fierce competitors. When realizing how much joy was present in their core target group - women in their 50s and 60s - the simple solution was to confirm these often forgotten women, this empowering generation W, amplifying the brand’s identity and underline the unique position it deserves.

"You can’t google life experience"

Nothing is faster than fashion. What’s hot today is dead tomorrow. And the name the of game is finding your core position and hope to strike for a bit of longevity in a fast paced market. Womens clothing brand JOY was struggling in the middle among fierce competitors. When realizing how much joy was present in their core target group - women in their 50s and 60s - the simple solution was to confirm these often forgotten women, this empowering generation W, amplifying the brand’s identity and underline the unique position it deserves.

"You can’t google life experience"

Nothing is faster than fashion. What’s hot today is dead tomorrow. And the name the of game is finding your core position and hope to strike for a bit of longevity in a fast paced market. Womens clothing brand JOY was struggling in the middle among fierce competitors. When realizing how much joy was present in their core target group - women in their 50s and 60s - the simple solution was to confirm these often forgotten women, this empowering generation W, amplifying the brand’s identity and underline the unique position it deserves.

"You can’t google life experience"

Nothing is faster than fashion. What’s hot today is dead tomorrow. And the name the of game is finding your core position and hope to strike for a bit of longevity in a fast paced market. Womens clothing brand JOY was struggling in the middle among fierce competitors. When realizing how much joy was present in their core target group - women in their 50s and 60s - the simple solution was to confirm these often forgotten women, this empowering generation W, amplifying the brand’s identity and underline the unique position it deserves.

"You can’t google life experience"

Nothing is faster than fashion. What’s hot today is dead tomorrow. And the name the of game is finding your core position and hope to strike for a bit of longevity in a fast paced market. Womens clothing brand JOY was struggling in the middle among fierce competitors. When realizing how much joy was present in their core target group - women in their 50s and 60s - the simple solution was to confirm these often forgotten women, this empowering generation W, amplifying the brand’s identity and underline the unique position it deserves.