MARKETING & BRANDING PLAN
J.Crew
Regan Anderson : Shruti Thundiyil : Arianna Dela Rosa : Bernadette Lagman
background •
J.Crew was founded and debuted in 1983 with the mailing of its first catalog
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First flagship store in 1989
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Known for exclusive designs – featuring casual classics, cool colors and bold prints “never last season’s leftovers”
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CEO Mickey Drexler known for reviving The Gap
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327 stores
Original J.Crew catalog covers
Our goal is to rebrand J.Crew for the following reasons: Clarify company mission and vision Identify and solidify target market Create marketing directly for target market Revive excitement of consumers
CEO Mickey Drexler
four p’s Product • Quality clothing • Women's, men's and children's apparel and accessories • Well-dressed classic styles with a modern twist. Price • Bridge fashion brand • Median Pricepoint Placement • Store Brick and Mortar • Website Easy to navigate Bright and clean graphics and images Promotion • Look-books and store catalogues • Online store promotes sales and discounts regularly • J. Crew credit card People • People are Women and Men ages 25-40 • Working Professionals advertisements addressing customers
S.W.O.T. analysis strengths
weaknesses
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Brand history of success
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Diversity of Products
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Visuals (graphics and photography)
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Large range in price points
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Online Sales Presence
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No clear direction for growth and expansion
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Legal, ethical and socially responsible
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Vanity Sizing (XXXS, 000)
opportunities
threats
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Collaborate with other brands (ex: Sperrys)
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Madewell
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Emphasize quality of product
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Large range in price points
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Differentiate regular brand from “collection”
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No clear target market identified
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Utilize social media marketing
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Return policy
inspiration
target market •
Demographic Women and Men age 25-40 Working Professional
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Psychographic East Coast preppy women and men College girls who are still on their parents payroll Moms who love fashion but who are not concerned with owning designer labels Women and men who are members of a golf and country club
Typical J.Crew customers
competition • Gap • Banana Republic • Anthropologie • Department Stores Nordstrom Bloomingdales Neiman Marcus
changes to be implemented
mission statement • Current:
“Quality is our highest priority. It’s in everything we do, from our design (always starting with the finest materials) and production (at the world’s most renowned factories, where much of the work is done by hand) to our personalized service.” • Rebranded:
“Quality is our highest priority. It’s in everything we do, from our design and production to our personalized service. We aim to make fashion personal, timeless, and effortless”
price strategy •
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Differentiate regular brand from “J.Crew Collection” •
Sell regular brand at median price point that can be affordable to age 25-40 demographic.
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Sell “collection” for a high price but promote quality of materials used (ex: italian leather) still 25-40 age demographic
Improve services: Employ return policy similar to that of Nordstrom (no questions asked) Do not offer things that are “final sale” and cannot be returned
logo & branding •
Differentiate regular brand from “J.Crew Collection” Use block logo for women, men, and children lines Use script logo for “J.Crew Collection” more expensive
• Packaging Brown bag for regular shop purchase White bag for collection purchase but change to script font in gold
public relations & marketing
Left: Michelle Obama wearing J.Crew Below: Mom from Modern Family
• Media: Dress characters of TV shows such as Modern Family • In-Store Marketing Each store unique theme (ex: Modern, Eclectic) based on location and demographic there Window displays Holiday themed shopping bags (Valentines Day, Christmas etc.)
Bloomingdales holiday bags window display ideas
marketing • Online Marketing Promote “Online Exclusive” sales and/or products Use already strong visuals to attract customers • Social Media Post on Instagram more frequently Use liketoknow.it Utilize Pinterest as direct to website buying Promote J.Crew blog via Facebook
placement of product • Brick and Mortar Organize so than sale merchandise is toward the rear Organize accessories near the checkout for impulse purchases Designate shoe salon or section separate from apparel • Online Place new products on the homepage in ways that make them visually appealing and easy to purchase Scrolling homepage which promotes a variety of products Send email reminders when things are left in cart
Above: J.Crew storefront and website homepage Below: inside brick and mortar store
expansion of product • Home Goods • Collaborate with Pottery Barn &/or William Sonoma • Soft goods including: Pillows Blankets / Throws Bedding Curtains Towels
Home goods inspiration
international • Stores already in: London Paris Canada •
Proven that international brick and mortar not successful
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Halt opening additional international brick and mortar stores
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Grow online international sales through promotion
references Fashionista.com. Breaking Media Inc., n.d. Web. 20 July 2015. "J.Crew: Clothes, Shoes & Accessories for Women, Men & Kids." J.Crew: Clothes, Shoes & Accessories for Women, Men & Kids. N.p., n.d. Web. 20 July 2015. http://www.refinery29.com/2014/09/75177/jcrew-brooklyn-store-openingpictures#slide-8