Andrea Elise Holm

JÖRD is the realisation of my major project, based in research, testing and strategy across both semesters of my final year. For a brand & business to be successful it is important that it is founded on research and solve a need in the market. The digital world and e-commerce had an accelerated growth since the pandemic kept people at home, but consumers now also want experiences in-person that align with their online experiences. Consumer want to feel good about their purchases, and let their personal values impact buying decisions. The problem for many brands and businesses is that they do not hav information about causes JÖRD’s consumers care about accessible. Consumers need to be able to easily access information that is trustworthy, at the same time as it is convenient for them to shop those same products. With the retailers this can be done to some degree today, you are led through a series of often external links and at the end it is difficult to know if the information is truly trustworthy and the potential customer might have lost track of where they started or can shop the item.

JÖRD is a platform where fashion lovers – both consumers and brands – can find in depth information, be motivated and shop in one place without any fuss. The JÖRD brand is differentiated from competitors with branding and colours that clearly alludes to nature, but is also colourful and uplifting by not using only earthy tones like sustainable brands tend to do for example. Based on consumer research it was decided that the personality and tone of voce for JÖRD as a brand needs to be motivating and uplifting, and not focus on the doom-and-gloom side of sustainability or other ethical concerns.

The platform will be available both online and as a mobile app, with slightly different features for consumers and brand partners. There will also be a premium subscription available for consumers, with additional content and more personalisation.

The first campaign for the JÖRD platform will happen before the platform is launched and becomes available to the public. We need as many brands as possible to be featured on the platform, so first we must focus on sites where fashion industry professionals are.

The second campaign will launch JÖRD to our consumer audience. This is again online focused as the platform itself is online-first, but now the focus is on sites JÖRDS target consumer audience frequents.

Campaign number 3 is when JÖRD becomes visible in the physical world on a larger scale. The promotional activities are mainly aimed at consumers, but any consumer might be a fashion professional and vice-versa.

Campaign 4 is focused around a phygital pop-up space in London and the promotion for this. This will be the first of more JÖRD pop-up locations and have educating & engaging features for both consumers and brand partners, in addition to shopping.