Can Gen Z Jumpstart JOANNs Recovery? [Video]

JOANN, which emerged from bankruptcy proceedings in late April, launched a new campaign aimed at Gen Z to tap the generation’s budding interest in sewing.

With the help of influencer relationships and social media placement geared toward younger channels, the campaign’s goal is focused “on inspiring the next generation of creators to find happiness in the experience of creating and connecting with others.”

The campaign plays off the fabric and crafts retailer name with a twist: JO-AND.

“‘And’ is a powerful 3-letter word that represents the endless possibilities of product and inspiration that customers can find at JOANN,” said Chris DiTullio, chief customer officer, in a statement.

Existing platforms will continue to be used to reach its core consumer base.

JOANN’s business boomed during the COVID-19 pandemic, as Americans used the extra time amid stay-at-home orders and the extra money from stimulus payments to delve into crafts. The bankruptcy filingarrived amid both a slowdown in discretionary spending overall and …