The Limited’s, Jenn McClain-De Jong, Vice President of E-commerce, Talks Customizing Career Women from Head to Toe 

Every morning, professional woman around the world wake up and ask themselves the urgent question, “What should I wear to work today?”  A sparse arsenal of attire is never more painfully apparent than early in the morning, just a short time before a busy day.  Suddenly, nothing fits right, nothing looks good.

If only we all had an enthusiastic team of professionals standing by, waiting to dress us with the latest fashion trends.  Unlike Hollywood stars, however, most of us do not have that luxury.

Luckily, The Limited, that well-known mainstay of malls across the country, is trying to make professional style-shopping easy and convenient for today’s working women.  I sat down with Jenn McClain-De Jong, Vice President of E-commerce at The Limited, to discuss how her company is taking steps to cater to their target market: career-driven women searching for speciality apparel.

The Limited’s Client-Friendly Concept

As the head of E-commerce, Ms. McClain-De Jong oversees The Limited’s website and call center.  She says she enjoys managing the data and the analytics, then watching her work almost instantaneously go into effect via the website.  Most surprisingly – and perhaps endearingly — whenever the VP spoke of her customers, she always referred to them as “friends,” never shoppers.

At The Limited, the belief is that when you feel good, you look good.  The company’s goal is to provide the whole “outfit look.”  This means apparel and accessories — everything the working woman needs.  McClain said simply, “Our goal is to make women feel confident from head to toe.”

In years past, The Limited has been thought of as the “suit destination.”  The VP reminisced about a young woman who said she bought her first “interview suit” at their store, and believes she was hired for the job partly due to that confidence-inspiring outfit.  McClain-De Jong explained, however, that though The Limited cherishes the opportunity to be present at the start of that young woman’s career, the goal is to make the journey last, as a trusted advisor throughout her career.  McClain-DeJong further noted, “This applies not only to the “power suit” for women at the office, but expands to other fields like education.”

Digital Tools to Make the Process Personal

The Limited is trying a two-pronged approach, emphasizing not only the friendly, real-life interactions mentioned above to personalize the shopping experience, but also innovative features on their website.

For example, a handy tool that online shoppers will notice is a “buyer’s history.”  This recommendations engine will begin to populate wardrobe suggestions, depending on a customer’s history of purchases.  A friendly shopping companion will then send new item suggestions noting, for example, “Hey — you bought those black slacks two months ago; this new blouse would accompany your previous purchase nicely!”  Online tools like this will help take the guess work out of mixing and matching with new and already-purchased items.

Another major focus of the E-commerce department is integrating user-generated content to already existing marketing strategies. Through social media tools like Facebook, Instagram and Twitter, women will be able to upload pictures of their purchases, and ask for feedback from their friends (#thelimited), as well as be notified of new items becoming available (i.e. much faster than continually browsing the catalogue).  The idea is that your best friends will be your personal shoppers.

As an added bonus, sometimes, when online shopping for new products, such as the new Petites line, The Limited will offer free returns and exchanges for those newer product lines. All of these tools will ease the concerns some women have about online shopping, all the while developing personal relationships with The Limited, and increasing brand loyalty.

Buying an Outfit and Self-Confidence

Many women today feel as if their self-worth correlates with their image.  For those women, having a fashionable and diverse wardrobe that promotes self-confidence is a key aspect to having a successful career, not because of the way they look, but because of the way it makes them feel.  The stylish and cutting edge fashion promoted throughout The Limited in-store and online promotes that crucial self-confidence.  Consumers will find apparel and accessories to fit their every need, with various avenues of support in making their fashion decisions.  Through cutting-edge online tools and individualized customer service with genuine interest, Jenn McClain-De Jong and everyone else at The Limited have made the shopping process fun and personal.  But don’t take my word for it!  Get online or drop by the mall and start shopping  — after work, of course!