J.Crew has always been one of my favourite stores; I worked for the company for 10 years; first as a sale associate then later as a personal stylist…and I loved it. It is where I learned about style, fabrics, textile mills and mixing prints. I styled so many incredible clients for job interviews, engagement photos and events. J.Crew played an import part in college, my first teaching job and of course the launch of my blog. My time with company also introduced me to amazing people along the way who are still in my life. So when J.crew announced their bankruptcy, it hurt but it didn’t come as a surprise. In retrospect, the following are the missteps that led to their recent decision:
“It” Brand:J. Crew was a luxury brand spear headed by the darling duo of Mickey Drexler and Jenna Lyons when I joined the company in 2007. They were headed toward the big time, Michelle Obama was the unofficial brand ambassador. J.Crew was known for their rich wools, bold prints and colours in very classic silhouettes. The School Boy blazer, No.2 pencil skirt and of course the Jackie Cardigan were must have staples. The prints and colours were so distinctive to the brand that you instantly knew a J.crew piece when you spotted it. Blazers were considered essential and investment pieces and yes, I have a nice collection of blazers.. The Lady Day Coat,, was on the wish list for many and of course there was a “must have” item in every collection. The brand made history when Michelle Obama wore J.crew on the Tonight Show, after her appearance on the show, those sweaters sold quickly and a new fan base was born. I felt at that time J.crew became more than a brand it was becoming a lifestyle.
Public to Private. In 2010, J.Crew takes the company private. I was graduating college at the time but I do remember mixed emotions among our staff. But in retrospect, the company going private may have been the very beginning of the decline. I’m not a business guru but I’ve learned when there are many people to answer to in a public company, decisions are made differently, that is my opinion. The brand was Featured in New York Fashion Week and continued to release amazing collection each season and we were there to mark our look books for our next purchase that would be added to our already fabulous J.Crew wardrobe.
J.Crew Online: This was a big deal! Being able to bring J.crew to a bigger market was incredible but it also meant that we did away with our classic “red” phone that we used for orders. The launch of Crew online was great but there were some disadvantages: Sizes 12 and 14 were sold only online, some pieces were “online exclusives” and there was so much confusion on who got credit for the sale. Jcrew brick and morter or Jcrew e-commerce. And personally, I didn’t like having to order my size on line or wait until a customer returned my size. Eventually, J.crew worked out their issues with online but i always felt they were a little late to the game.
The Changing Face of J.Crew: Jenna Lyons became the face and voice of J.crew. She took fashion to a whole other level with dressing in the “highs and lows” of fashion; sequins and a stripe tee became the signature look. Her philosophy on fashion was fun, innovative and perfect for the office and a night on the town of NYC but it didn’t translate well to the core customer of J.Crew. I noticed a 20 percent price point increase while the quality was declining. The classic must haves were very limited and replaced with high cookie cutter fast fashion J.Crew was becoming unrecognizable. I still loved the brand but it was going through an identity crisis and it was reflected in sales. Declining sales resulted in elimination and redistribution of positions, the closures of stores and a fractured relationship between the brand and the consumer.
Under various CEOs leadership and collection designers, I see J.crew trying very hard to rebrand themselves by being more inclusive with sizes, dropping their price point, recreating the classics along with collaborations with brands like Universal Standard, Cesta Collective and New Balance. I’ve watched J.Crew go from the booming “it” brand of retail to filing bankruptcy and even though we are in the thick of a pandemic, I still have hope of a comeback for this brand. However, this will take time to restructure, understanding what made J.crew an “it”brand and restoring that relationship with the J.crew aficiandos. I was fan and continue to be, J.Crew, I’m cheering for you!