Things haven’t been going so well for J.Crew as of late and now the retailer is scrambling to find ways to woo back the customers they’ve been losing. Since creative director Jenna Lyons took the helm, J.Crew has transformed from a mall store frequented by wealthy, preppy soccer moms to a favorite of the fashion set – but that hasn’t necessarily been good for sales. You can only sell so many rhinestone-embellished denim skinnies and sequin pencil skirts, after all. Now, J.Crew is looking to win back customers by kicking it old school.
[ See: J.Crew Fall 2015 Runway ]
CEO Mickey Drexler says the retailer will roll out a selection of heritage items that will feature clothes, well, that normal people wear. WWD mentions “ballet flats, cashmere, the Jackie cardigans, the Regent blazers, washed shirts and denim.” Yup – just regular, good-quality garments. J.Crew will also devote less energy to its Collection range, which from a fashion standpoint is a little disappointing but necessary, we suppose, for the retailer’s survival.