Jo-Ann Stores Updates Its Brand To Extend Beyond Fabrics

In an effort to extend its brand beyond fabrics, Jo-Ann Stores has shortened the name of its brick-and-mortar stores. The locations, which were previously branded as Jo-Ann Fabrics, are now known as JOANN, AdWeek reported.

“We have a big opportunity to let people know that ‘Hey, we sell everything that the other craft stores sell,’” Jo-Ann Stores’ senior vice president of marketing and eCommerce, Steve Miller, told AdWeek. “We’re not just the place you come the day before Halloween to get your costume fabric, or to get the fabric by the yard for a toga.”

Beyond the name, the retailer has updated its logo — the color is now bright green, instead of its former darker hue. In addition, the retailer has renamed sections in the store with quirky titles such as “Bloom Room” and “Knit It.” While the retailer is not intending to have a marketing campaign for the rebrand, Miller noted that the company will still invest in platforms such as Pinterest and Instagram Stories.

Jo-Ann Stores has made strides over the last few years to help elevate its digital offerings. In 2017, Jo-Ann acquired subscription-based online video provider Creativebug for an undisclosed sum. The goal for this acquisition was to provide Jo-Ann Stores with a more visual way of engaging with its customers.

JOANN Fabric and Craft Stores also created a mobile app in 2017 that allowed customers to interact with the brand on a more convenient digital level.  Customers who download the app are able to shop, view project ideas, use mobile coupons and share how-to projects with other crafters.

Chris DiTullio, Jo-Ann Stores’ senior VP of marketing and omnichannel, said that the app was exciting “because it offers something no other craft retailer does – the ability for customers to confidently share their finished projects with us, and with friends, family and one another.”