Affair: Jet Celebrates a New Season and New Look

Media fashionistas, local celebs and Edcon staff attended Jet’s first ever media day at their Sandton City store recently. Ironically, the event, which heralded the launch of their summer range, took place the day after South Africa experienced snow in all nine provinces for the first time in recorded history.

Garth Napier, Strategy & Marketing Executive at Edcon's Discount Division, kicked the morning off by offering an overview of what Jet is currently doing as a brand and sharing more about their mission to be the fashion store of choice for value-conscious families.

Once the speeches were concluded, guests enjoyed a fashion show featuring the brand’s summer range. With Jet looking to offer and touch on all key trends for the season, ladies have a lot to look forward to - exotic tropical and Aztec prints to bold, new vibrant summer florals, touches of neons and candy bright tones.

The focus is on the essential glamorous trend, resulting in a beautifully embellished product. Much attention is paid to the exciting new fabrications, with some surface interest for added value. The season ends with a wonderfully clean white on white story for the height of summer.

Boys will be drawn to the easy, yet tough, appeal of the punk rock inspired style. Slim cuffed jeans, button front shirts and motorcycle jackets are the foundation of these rock influence looks.

Labels showcased on the day included Network; Capturing the entire casual lifestyle feel from denim to on trend coloured bottoms for both men and women, Niara; their home grown and culturally diverse brand, Enzo combined with Massumi; showcasing the relevant smart apparel and finally, Next Generation combined with Revolution. The grand finale was the introduction of Jet’s buying executives: Marina de Wet, Adults Buying Executive and Achim Kunkel, Kids Buying Executive.

With Jet’s efforts firmly focused on evolving the brand, customers can now look forward to a whole new shopping experience in one of the many completely upgraded and revamped stores. This, along with the promise of improved “fashionability” of their merchandise, will go a long way to ensuring that the Jet brand remains relevant for their target market.

Jet plans to make the event a regular fixture on their calendar, as they believe doing so will not only serve as a way to introduce the new season’s offerings, but will also provide a valuable open forum for feedback in terms of how they, as a brand, are interpreting and implementing current fashion trends.