An American brand of backpacks owned by the VF Corporation. Founded in 1967 JanSport is the world’s largest backpack maker and sells 50% of all backpacks in North America. The brand has been sold in China for over 15 years and can be found on most e-commerce platforms and in shopping malls across the country.

JanSport has lost relevance in China amongst its largest core demographic, the student, and needs to reposition itself to stay relevant amidst a slew of new competitors entering the market and recapture the current youth market to replicate the success of the past decade.

• Used already existing digital footprint to create a CRM tool that helped identify interests + engagement habits of target consumers and implemented:

• Replaced irrelevant global content with localized storytelling

• Livestreaming social commerce with brand right influencers

• Product collaborations with popular and trendy brand partners

• Targeted O2O programming / ads to increase traffic and sales