Jet Club Magazine, will now be distributed monthly to all the original Sales House and Jet Club members. It is a customer fashion and lifestyle magazine targeted at readers who are aspirational and hungry for advice, ideas, information and entertainment.
A further change in branding is the formation and name change of the club to Jet Club. The Jet Club magazine will act as the voice and visual platform for the merged Jet Club.
United Retail, a division of Edcon, which is the holding company for Jet, Sales House, Smiley's Wearhouse and Cuthberts, decided to consolidate their brands to fall under the dominant Jet umbrella. Shoppers are now offered a multi-brand shopping experience, which enables them to shop across the respective chains using a single account.
Cameron Burt, Jet Club manager believes that this branding and consolidation campaign will leverage synergies and thus provide cost effective and applicable benefits to its target market - the club member.
The entire initiative has worked well for the retailer. Their success can be demonstrated by the recent phenomenal end-of-year results. Edcon announced its highest ever headline earnings per share of 753 cents - up 148% on last year and impressive retail sales growth of 24%. United Retail's results show 58% improvement in retail trading profit.
Not only does the Jet Club magazine offer a powerful and trusted advertising environment, but with almost 700 000 members on its database, it also serves as a large and effective distribution channel reaching a well-defined and otherwise difficult to reach target audience.
Jet Club magazine is published by The Publishing Partnership in Cape Town.
Soapbox Communications and Events
Inky Dresner
Tel (021) 797 5789
