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J. Crew reveals ‘New Crew’ strategy to win back customers

Tom Bottomley
11 September 2018

This week sees American retailer J.Crew launch its ‘New Crew’ campaign, with a fresh focus on iconic pieces, new colours, more fit options and lower prices.

For the first time in almost four years, J.Crew is seeing an increase in sales, having struggled with a sales slump for 15 consecutive quarters, before finally reporting a one percent rise last quarter. The company has faced criticism in recent years for rising prices and lower quality but CEO, Jim Brett, was drafted last summer with a mission to turn things around, and this is the latest push to get the company back to its former glory.

The new strategy aims to celebrate the items that have made J.Crew successful in the past, offering them to everyone in every size, from XXS to 5XL, with much more colour options, that can be paired and matched more easily. There is also a big new focus on denim for men and women, with more washes, sizes and more fits than ever. It is also introducing its first-ever line of eco jeans. Innovative fabrics from the best mills in the world have been sourced to create products made to last.

A one-off catalogue has been launched to show the new lines and new direction. There are two new sub-brands, called Point Sur and Mercantile. Point Sur is inspired by J.Crew's original collection of LA-made denim, and Mercantile is a collection of versatile favourites perfected over decades— timeless classics and everyday go-to pieces, all at more affordable price points.

For women there is a real focus on ‘New Icons’, with ‘The Pearl Necklace’, The ‘Striped T-Shirt’, ‘The Shirt Dress’, ‘The Wrap Dress’, The ‘Juliette Sweater-Blazer’ and ‘The Daphne Topcoat’. There’s also penny loafers, everyday cashmere pieces, the ‘1988 Roll Neck’ and a double-breasted blazer in a relaxed silhouette. The menswear features, sharp suiting, lots of denim options, Oxford shirting and other old favourites from the J.Crew archive.

The group, which operates xx standalone stores in the UK, recently announced a partnership with John Lewis to open concessions for its mainline and sister brand Madewell in select branches of the department store.

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