J. Crew has been trying to regain its groove for three years. Most recently, it’s decided to start from scratch with a shiny new brand for the younger set, which will be unveiled later this year and is aimed specifically at women. But will it be enough to uncloak J. Crew from the dregs of decline?
As part of its road to recovery, J. Crew has been taking several cues from disruptors like Everlane. For example, the brand snagged on-model imagery showing models of varying sizes only a few months after Everlane debuted the feature across its denim assortment. It also adopted Everlane’s decision to include body dimensions for its variety of models along with size worn to give shoppers a clearer idea of what pieces will look like on them. Customers can opt to See More Body Types and switch between a few of the offered sizes.
Though J. Crew’s fast follower behavior has helped it confront competitors, it wasn’t enough to keep the brand from sinking ten spots in Gartner L2’s Digital IQ Index: Specialty Retail. Its latest change arrives on the heels of the brand’s decision to sell on Amazon despite initially holding out. Though a fresh brand might bring forth a flock of new consumers, it could also risk diluting J. Crew overall. At the same time, the company could use anything to distract from the dismal state of its namesake store.