Jet is a brand that has been a feature of the South African landscape for over 40 years. Not only has it been part of the social, economic changes that have impacted this country, it has had to adapt and transform with the times.
At the same time, it has had to face rising expectations, beyond price aspirations: a heightened fashion awareness, having its origins in South Africa’s integration into the global community and the greater exposure to international trends; as well as an increasing expectation for quality.
Striking a balance between these different aspirations is at the heart of Jet’s value promise: to offer unbeatable value, offering the best quality and fashion at the price South Africans can afford.
As a result, the newly developed brand essence “Feel Good Fashion for Everyone” is rooted in the idea that Jet believes that fashion does not have to be expensive to offer on-trend quality fashion, that fashion should be accessible to anyone, that it should be for the every day and that it should make you feel good about who you are.