J.Crew Plans Brand For Younger Shoppers

To seek a broader audience, J.Crew plans to create a brand that appeals to younger women. CEO Jim Brett, said the retailer sees itself as a company with more than two brands, the Chicago Tribune reported.

“We’ll be announcing one new brand this year,” Brett told Bloomberg TV. “It is aimed at women, and it’s younger than any of our existing brands.”

Currently, the retailer is revamping its eponymous brand. To that end, the retailer is offering more size options. In addition, its Madewell brand is a “bright spot” for the company, as that brand, which has denim clothing and accessories, could reach millennial customers.

Bridge millennials, those between 30 to 40 years of age, are big consumers of clothing and accessories. They make eighteen purchases a year, second only to millennials at 19 purchases a year. Additionally, they spend a lot $2,225 a year. Gen X does spend more, though, at $2,367 a year.

J.Crew has joined the likes of Nike and Party City, becoming the latest brand to offer its products through an eCommerce site. The brand will only sell products from its J.Crew Mercantile line, which encompasses T-shirts and jeans, through Amazon. In all, those products will only comprise approximately 2 percent of J.Crew’s total brand offerings.

Regarding its relationship with Amazon, Brett was quoted in The Wall Street Journal as saying that the brand had a “good understanding” with the online retailer. He noted that some discount imitators “have developed their own, lower-priced versions of J.Crew [products].” But, Brett said, “Amazon wanted to work directly with the people who created the concept.” J.Crew plans to have Amazon Warehouse create the listings and ship the products, but has offered to provide Amazon with media, such as videos and photos, to help create the brand page.