“J. Crew files for bankruptcy”
The brand has been in the news for the past couple of years for all of the wrong reasons. After plummeting sales, CEO after CEO, a decrease in popularity, the coronavirus was the final nail in the coffin.
Personally, I think there is still hope for J. Crew. With new CEO (fingers crossed this one sticks) Jan Singer, known for growing brands, I think she is making the right decisions for the future. A problem that J. Crew is currently facing is that they are out of touch with the modern shopper. They are still dressing men and women from 2007, which was the height of their popularity.
As an avid shopper, here are 3 things (coming from someone with no business acumen at all) I think J. Crew needs to do to start their comeback.
1. Redesign the store
Don’t get me wrong, no one loves the old stuffy library vibe from Harvard circa 2004 more than me, but I’m not the one buying enough to keep the lights on. They need to appease to a wider audience. Look at what their (successful) competitors are doing and take notes.
2. Partner with up and coming designers
No one has their finger on the pulse more than 18 – 25 year olds. There’s plenty of them out there, just do your homework and find one that would be a win-win for both the company and them. Their most recent partnership with Edie Parker is “good” and fits within the brand, but, as much as I hate to admit it, the collaboration between “Gap x Yeezy” is genius. Gap is also a major brand looking for new life and Kanye’s demographic is all the rage amongst the youth.
3. BETTER QUALITY
It’s no secret, the quality in clothes is now the lowest they could find.
Hire Jenna Lyons back but as a consultant. She’s great.
No one is rooting more for their return than me. Getting the J. Crew catalogs in the mail used to be the highlight of day. They are making some good decisions. Hopefully, in a year they will be back on their feet and in the good graces of all our closets.
Here are some of my favorite J. Crew catalog covers.