Reimagining Jcrew

Reimagining By:Taylor Miller

Table of Contents About J.Crew Pg. 1 Aesthetic of the brand

Pg. 2

Current Collection - workwear

Pg. 3-7

Success and Downfall Pg. 8 Competitve Analysis Pg. 9-11 The Target Market Pg. 12 Target Customer Pg. 13-14 Inspiration for New Collection

Pg. 15

Color Story Pg. 16 Print Embroidery Inspiration

Pg. 17

The New Collection Pg. 18-27 Social Media Launch Pg. 28-29 Ad Campaign Pg. 30-31 POPUP Shop Pg. 32-33 Assortment Plan Pg. 34 Works Cited Pg. 35

ABOUT J.CREW J.Crew is an American brand that features styles for men, women, and children. Popular Club plan was the original name and was founded in 1947 by Mitchell Cinader and Saul Charles to sell low-priced women’s clothing through catalogs. In the 1980’s, the brand took a different route.

Under the direction of Cinaders son, Arthur, the company then changed its shift towards the upper middle class who wanted the Ralph Lauren look at a lower price point. In 1983, J.Crew was born. That same year, their first catalog was sent out in the mail to millions of Americans. Six years later J.Crew opened a flagship store at New York’s South Street Seaport and the rest is history.

J.Crew Aesthetic

Colorful

American

Fun

Preppy

Classic

Eclectic

The Current Collection

Success & Downfall J.Crew has had some major achievements in business. When First Lady Michelle Obama wore J.Crew in 2008 on Jay Leno, sales sparked through the roof. When most businesses were recovering from the recession, J. Crew was gaining more & more cash flow. They reported impressive numbers despite the recession in 2008- 2009. J.crew became a cult brand to many Americans thanks to their creative director, Jenna Lyons. J. Crew was a brand people envied and loved. They took classic pieces and made them interesting and fun. Jenna’s target customer then shifted.

She created a high-low look that reflects her own boy-girl style.

However, with much successes eventually leads to a downfall.

J.Crew lost track of their core customer and sales have proven this.

J. Crew’s sales have been on the decline. In the 2014 fiscal year, the company suffered a net loss of $657.8 million. In June 2015, J.Crew laid off over 10% of its corporate employees. Many people are upset with the pricing and the fact that clothes are not of quality standards or unpractical for the everyday. It became more about what Jenna liked rather than the consumer which is the most important when running a business.

Competitor Analysis

- Founded in in the late '80s and sold it to Polo Ralph Lauren in 1999 - They provide modern yet timeless clothing and accessories for women and men - 64 Club Monaco retail stores in the United States, London, Sweden, Canada, Hong Kong, Seoul, Beijing, and Macau.

- Club Monaco consumer is aged 20 through 60s - Price point : $13- $1,700

- Founded in 1954 by Richard Liebeskind - Provides a sophisticated and feminine approach to modern essentials for the everyday woman - There are over 242 full-price and 122 retail outlet stores across North America.

- Consumer between 25-50 years - Price point: $20- $250

- In 1975, Zara was founded Amancio Ortega Gaona - Provides well-tailored and aordable items that pay homage to designers.

- 2,000 stores worldwide in over 88 countries such as US, Hong Kong, and Spain.

- Consumer between 18-40 years old - Price Point: $30- $350

Target Market & Customer

Millennials - Women in their 20’s - College students/ Recent Graduates - Wants clothes that make her look sophisticated and modern yet fun for the career force - Moderate income

Edie Johnson 27 Upstate NY Graduated fom NYU with a degree in Journalism Editor Income: $50,000- 75,000 poetr and going to ea markets Enjoys traveling, reading poetry,

Rebecca Lancaster 23 DC Senior at Georgetown University studying Law Dependent on parents for ďŹ nancial income Enjoys going to museums, yoga, and volunterring at the local animal shelter

Inspiration for the New Collection The inspiration for the new collection came from the failing business of J.Crew. Their once successful women’s line is now the reason for their financial crisis. J.Crew was a staple for many women. Their use of classic silhouettes and clean lines was a major hit for J.Crew lovers. Once Jenna Lyons took over as Creative Director in 2008, she shifted things in a new direction. At first many loved it as it was fun and quirky just like Jenna.

However, too much of Jenna was put into the brand and not enough recognition of the consumer. As a result, J. Crew has lost a lost of business. They lost their key Customer, the young professional. I want to bring into perspective the original target market. I wanted to create a collection that was fun, affordable, and sophisticated for the millennial consumer who is graduating/ has graduated.

Color Board & Embroidery Inspiration

The Collection

SHIRT

Classic Button Down With Emboridery $65 E8504 Cotton/ Lycra .Import.

White. 00-16. Also in Petite.

SHIRT

Bow Blouse with Embroidery detail $80 E6789 Poly Crepe .Import. White.

00-16. Also in Petite.

SWEATER

Cardigan $80 E7904 Acrylic .Import. Lavender.

00-16. Also in Petite.

Also Available in Grey, Lavender, and Black.

PANT

Culottes $65 E8909 Wool Poly.Import. Serenity.

00-16. Also in Petite.

Also Available in Grey, Navy, Lavender, and Black.

PANT

Jacquard Trousers $70 E8901 Wool Poly Jacquard.Import. Blush Pink. 00-16. Also in Petite.

Also Available in Navy, Lavender, and Black.

SKIRT

Jaquard Skirt $50 E8907 Wool Poly Jacquard.Import. Blush Pink. 00-16. Also in Petite.

Also Available in Navy, Lavender, and Black.

SUIT

Blazer $200 E7654 Polyester Viscose and elastane. Import. Cool Teal. 00-16 Pant $100 E7653 Polyester/Viscose/ Elastane. Import. Cool Teal 00-16 Also Avaiable in Navy without emrbroidery.

COAT

Car Coat $350 E0122 Wool/ Faux Fur.Import.

Heather Navy. 00-16. Also in Petite.

COAT

Cape Coat with Embroidery $285 E1234 Import. Smokey Grey. 00-16. Also in Petite

Social Media & AD Campaign

We’ve gone through some changes lately. Out with the old and in with the new. Coming soon! #2crew4u

This Fall we are taking J.crew in a new direction. We have listened to all your feedback. We want you to love J.Crew just like old times. We want you to look and feel like you used to. #jcrew #2crew4u

CHELSEA , NY POP UP 446 W. 14th St The meatpacking district is such a prime location for a POP-UP shop. This location is brilliantly located between Diane von Furstenberg’s iconic flagship and the heavily trafficked 14th Street entrance to the High Line. There is bound to be store traffic with this location. The POP-UP will open during NY Fashion Week in September to launch the new Fall/Winter Capsule collection for J.Crew.

Rent: $25,000 Size: 4,400 sq ft

Assortment Plan

Works Cited “ANN INC.” ANN INC. N.p., n.d. Web. 05 Mar. 2016.

Bourne, Leah. “The Cult Of J.Crew.” Forbes. Forbes Magazine, n.d. Web. 05 Mar. 2016.

“Grupo Inditex.” Zara. Inditex, n.d. Web. 05 Mar. 2016.

“J.Crew Is Floundering - and Shoppers Blame Jenna Lyons.”

New York Post JCrew Is Floundering and Shoppers Blame JennaLyons Comments. N.p., 13 Apr. 2015. Web. 05 Mar. 2016.

Johnson, Mallory Schlossberg and Hollis. “J. Crew Is Alienating Its Most Important Customers - Here’s Why.” Business Insider.

Business Insider, Inc, 02 Aug. 2015. Web. 05 Mar. 2016.

“Ralph Lauren Corp (RL) Company Profile | Reuters.com.” Reuters. Thomson Reuters, n.d. Web. 05 Mar. 2016.

Schlossberg, Mallory. “J. Crew’s Famous Creative Director Is Mysteriously Absent during Its Worst Downturn - and Her Future Is Uncertain.” Business Insider. Business Insider, Inc, 16 June 2015. Web. 05 Mar. 2016.

“Who We Are.” About Club Monaco. N.p., n.d. Web. 05 Mar. 2016.

WISCHHOVER, Cheryl. “IT’S TIME TO TAKE ANOTHER LOOK AT CLUB MONACO.” Fashionista. N.p., 23 Apr. 2015. Web. 05 Mar. 2016.

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