Jeanswest: A Masterclass in Doing Nothing

As you’ve probably heard, Jeanswest went under again this week. 90 stores gone. Over 600 people out of work. Here's what their administrators, Pitcher Partners, had to say:

“Market conditions mean sustaining bricks-and-mortar stores is not viable and unlikely to improve.”

Sound familiar?

It should. Because five years ago, when Jeanswest first went into administration, I wrote about it for Inside Retail (paywalled now). Here’s what those administrators, KPMG, said at the time:

"Like many other retailers, the business has been challenged by current tough market conditions and pressure from online competition."

Notice the difference?

No? That’s because NOTHING CHANGED.

Back then, I called it a victim of boring retail. Turns out it’s also a victim of incompetent retail.

I went digging to find out what Jeanswest actually did between 2020 and 2025. Here’s what I found. They signed Chloe Maxwell to recreate their 90s campaign for their 50th anniversary. They sponsored a niche design competition in Beijing. They ranked dead last on Oxfam’s Naughty or Nice list. That’s the highlight reel. Actually, that’s the entire reel.

It’s infuriating to go back to their website in March 2021 - after the new owners had a chance to settle in. Apart from product recommendations on the product page, an increase in delivery threshold from $75 to $99, and adding a size guide to the footer, the site remains nearly identical. All the while, they’ve remained on the Salesforce platform with Bazaarvoice and Tealium. Not a cheap stack.

The logo is the same. The store design is the same. The product is, largely, the same.

And still, no urgency.

Right now, if you go to the site, there's no mention of a closing-down sale - despite the administrator's statement almost a week ago that they're “selling online to clear all stock to secure a return to creditors.”

Click through to the About Us page and you’ll still find this gem:

“We are continually delighted by feedback from customers and industry that reinforce we’re doing a good job!”

How reassuring.

Don’t get me wrong. I’m sure the team tried their hardest. They were let down by incompetent decision-makers. Because… well, they didn’t make any decisions.

Again, this wasn’t “market conditions”. There has been no realignment to the modern consumer. No shift in product focus. No changes to the distribution model. No innovation. There were no bets placed. No risks were taken. No decisions made.

So, there should be no surprises in the outcome.

Walk through any major shopping centre right now and I guarantee you’ll spot at least five more legacy retailers just waiting for “market conditions” to decide their fate.

Me? I’d rather make a decision and be wrong any day than let the dreaded “market conditions” take me out.

Cheers
Bushy

PS, I’m taking two weeks off over school holidays. It’s probably overdue based on the grumpiness above. We’ll be back in a fortnight but turning up in your inboxes on a Friday instead of a Tuesday. I think it lends itself to a better recap of the week and probably a little more chaos.

ECOMMERCE NEWS (from the past week)

🏡 From China to Chatswood: Temu’s Going Local
Good news for Australian companies selling “back massagers”, cheap electric scooters and inflatable Christmas costumes: You can now sell on Temu! To reduce shipping time and increase platform trust, Temu are turning locally around the globe. On their Australian seller page, Temu claims “50% of new sellers make their first sale within 20 days.” Until that first sale, your garage is a wonderland.

🧚 Amazon’s Got All Your Curious Interests Sorted
Hot on the trail of AI offerings that sound like they were named by a young millennial who reads fairy fiction smut (Alexa, Amelia, Rufus), comes Amazon’s latest offering, disappointingly called… Interests. Currently in Beta, Interests allows a customer to type in plain language what they are looking for (e.g. “breathable fairy god costume for hot Brisbane Comic-Con”) and be presented with product recommendations. Currently in US Beta. Let me know if you need any costume recommendations in the meantime.

📞 State of Teams: Still Drowning in Meetings
If you are facing a seemingly impossible argument for fewer emails and meetings, Australia’s patron saint of technology, Mike Cannon-Brookes, has a report for you. Atlassian’s State of Teams 2025 report (no, not Microsoft Teams… we know the state of that) says 56% of workers find that "the only way to get the information they need is to ask someone or schedule a meeting.” Gross. The report's last half is a good checklist to see if your team is set up for the most efficient work systems.

😬 The #1 Fear of Aussie Social Media Managers
While we’re on reports, do you want to know Australian social media managers’ greatest fear? No, it’s not boomer hashtags #blessed. It’s their audience switching to private or closed networks. This is followed by leadership not trusting their judgement and then creative burnout. Unironically, “social listening” was the number one trait they believe they need to be successful. A good report by Sprout Social.

👯 H&M Just Gave Models a Digital Twin
H&M gave opinion columnists easy bait this week by announcing they are creating “AI twins” of their fashion models. This would allow them to book their digital twin for multiple shots at once and be represented effortlessly across ecommerce product pages. This Guardian article illustrates both sides of the incoming AI regulation in the US and Europe. If there was ever a need for Zoolander 3, this is it.

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Nathan Bush is an independent Australian ecommerce transformation consultant, with expertise in marketing, technology, and team leadership. If you're looking for fresh ideas, facing key decisions, or implementing significant investments, I'd love to work with you. Learn more and get in touch.