What's Working to Quire a New Customer?

More than seven years after working at J.Jill as CMO, Claire Spofford returned in February of 2021 to take on the role of CEO.

“I already knew a lot about the customer and how connected and engaged she is with the J.Jill brand – that’s a strong foundation for any business,” Spofford said on the latest Glossy Podcast. “Plus, its premium casual positioning in the market is really relevant now. And there were all the fundamentals of it being a great brand with heritage.” 

Indeed, J.Jill is more than 60 years old. But Spofford has moved fast to ensure evolution across the business and adoption of emerging tools and technologies that can contribute to its current growth. Personalization, an optimized store fleet and next-level customer experience – the latter, with the help of a new hire – are among her priorities. In mid-December, J.Jill reported a nearly 30% year-over-year increase in quarterly revenue.  

“We’ve made great progress against our [pandemic] recovery this year and have gained some real traction,” she said. “And that gives us a much stronger foundation from which to really drive profitable growth as we go forward.”