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Executive Summary:
The purpose of this report was to investigate and analyse the operating environment of the Just
Group and its brand portfolio, and suggest marketing strategies based on the analysis. The
information used to write this analysis was researched from a variety of sources including the
Premier Investments Annual report for 2016, IBIS World and the websites of each brand in the Just
Group Portfolio. The information provided was used to write the analysis of the Just Groups brand
portfolios, through a TOWS analysis, Porters Five Forces and Boston Consulting Group Matrix. The
results of the analysis showed how the Just Group is able to hold significant market share in the
Australian Clothing retail market, and how each of the brands can be used to strategically grow the
Just Group. Through this analysis it was recommended that The Just Group grow their portfolio, with
a emphasis on key brands, Peter Alexander and Smiggle through entering new international markets,
as well as expanding their Omni-channel retailing through third party retailers to grow their
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Contents
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1.0 Introduction
Just Jeans establishes its first store in Chapel Street in 1970, and since then has expanded
to own 7 brands and thousands of stores across 6 countries. Within its first 20 years of
operation it had already established 200 stores nationally, and opened its first store in New
Zealand. In 1993, Just Jeans secured its first acquisitioned in Jay Jays Jeans Warehouse,
Just Jeans then went on to acquire Jacqueline Eve (Jacqui E) in 1994, Peter Alexander in
In 2004, Just Jeans took on the name, The Just Group in order to represent their increasing
brand offering. In 2008, The Just Group was removed from the Australian Stock Exchange,
after Premier Investments Limited bought a controlling amount of shares of the Just Group,
making The Just Group a unlisted public company and would no longer be traded on the
The Just Group currently operates in 7 countries, Australia, New Zealand, United Kingdom,
Singapore, Hong Kong and Malaysia. The Just Groups 7 brands offer a wide product range
with each brand operating in a different Market. Out of The Just Groups portfolio, Peter
Alexander, Jay Jays, Dotti, Just Jeans, Jacqui E, Portmans currently operate in Australia
and New Zealand. Smiggle, the only non-clothing retailer in the Just Group portfolios
operates in the UK, Singapore, Malaysia and Hong Kong, as well as Australia and New
Zealand. Each brand operates hundreds of stores, totalling to over 1000 stores