Women’s apparel brand J Jill has launched a campaign entitled ‘One Wardrobe. No Limits’, representing a revamped shopping experience in-store and online.

“In our ongoing dialogue with customers, we’ve recognized the need for a wardrobe that reflects and supports the totality of a woman’s life,” said J Jill president and CEO Claire Spofford.

“We aim to outfit her for all she is and wants to do and believe that a well-curated wardrobe of versatile, fabric-first and high-quality clothing is integral to that pursuit.”

The company cited Wakefield Research, which notes that 36 per cent of the clothing in women’s closets has remained unused for at least the past two years.

The campaign promotes versatile clothing, as J Jill says that more than two in five women feel frustrated when they open their wardrobe to choose an attire to wear.

The campaign will include captivating imagery and integrated QR codes and ‘Ways to Wear’ pages into J Jill’s catalogs and website.

“We see vast potential in leveraging our unique market position and are committed to our customer in all her endeavors. This customer-centric approach has always been at the heart of our brand,” said Spofford.