Fashion

In its 40th year, J.Crew turns to legacy to win new customers

J.Crew has undergone a revamp since emerging from bankruptcy in 2021. This includes the arrival of exciting new designers Brendon Babenzien and Olympia Gayot. But J.Crew’s chief marketing officer, Derek Yarbrough, said 2023 is about looking back at brands’ pasts.

On Tuesday, the brand launched the first campaign of a year-long 40th anniversary effort highlighting J.Crews’ four-decade history. The first campaign is purely digital, but Yarbrough said more activations are planned for the year. They will include outdoor advertising, in-store events, and partnerships with celebrity influencers and micro-influencers.

Yarbrough said one of the main marketing themes for J.Crew this year is timelessness.

If you look back, our product and design has remained pretty consistent, he said. A pair of men’s chinos the brand sells today, for example, are made with similar materials and construction to chinos sold in the 1990s. But obviously we try to keep things up to date. Our chinos are now a little looser because that’s what the men wear ourselves [offer] Giant cut chinos. And in a few years, I’m sure he’ll go back to slimmer chinos. But the heart of the style remains consistent.

Yarbrough said a focus on trends and a rapidly changing product catalog has become the hallmark of cheap fast fashion brands. It’s a partnership that J.Crew is trying to stand out from in its new campaigns, which emphasize J.Crew’s consistent American prep style. The marketing copy emphasizes product longevity, saying: As we look to the future, our mission remains the same: to create quality apparel you’ll wear and love for decades, and maybe even will you pass on one day.

But Yabrough said it was important for the brand to stay fresh. For that, he relied on Babenzien and Gayot, both well known for their previous work at Supreme and Victorias Secret, respectively. The brand posted videos on its Gayot social accounts browsing its moodboard for a collection, for example. He also posts an Instagram series of Design Try-On videos, featuring Gayot and other members of the design team trying on different pieces from the upcoming collections. Gayot herself has more than 125,000 followers on Instagram and often posts looks and style inspirations from the brand, as well as behind-the-scenes footage from shoots and fittings.

We try to use designers in a very organic way, Yarbrough said. It’s part of our heritage to have great design and these really talented people. I love that Olympia was working under [former J.Crew designer] Jenna Lyons. So it’s natural for us to use that connection in storytelling.

Since 2010, Gayot had worked as design director under Lyons, who had worked at J.Crew since the late 1980s. In 2017, Lyons and J.Crew CEO Mickey Drexler both left the company after several years. of declining sales and the perception that J.Crew had gone astray. When Lyons left, Gayot also left the company to work at Victoria’s Secret. She was rehired by J.Crew as Vice President of Women’s Design in 2020.

Lyon’s era at the mark was criticized after leaving for bias too far towards trend hunting and move away from the core brand identity. The direction of the brand’s 40th anniversary year seems to be going back to the simpler catalog days of J.Crew.

For the rest of the year, Yarbrough said he was focusing J.Crew’s customer acquisition strategy on the quality rather than the quantity of new customers. In preparation, the brand renamed its loyalty program to J.Crew Passport last year, adding more benefits to lower membership levels to encourage return purchases. Additionally, the brand launched a resale program in January, which not only generates revenue but also acts as a marketing tool, Yarbrough said. It offers a lower price for entry into the brand and showcases the longevity of its product.

I bought a vintage J.Crew rugby shirt that is 35 years old and still looks and feels great, Yarbrough said. This tells customers that the shirt they buy now will last them another 35 years.

After going bankrupt in 2020 due to the pandemic, J.Crew has seen a comeback. Business of Fashion favorably compared the return strategy after J.Crews’ bankruptcy last year, attributing to the hiring of Gayot and Babenzien bring back customers. The brand still regularly gives discounts to current employees who have even advised buyers to never buy anything except on sale, due to the frequency of promotions. But its revenue in 2022 was 30% higher than before the pandemic.

Yet J.Crew is one of many retailers facing ongoing challenges due to the lingering effects of the pandemic and macroeconomic factors. The S&P revised its rating of parent company J.Crews earlier this week to a B, saying the brand was vulnerable under unfavorable commercial, financial and economic conditions.

Sources

1/ https://Google.com/

2/ https://www.glossy.co/fashion/in-its-40th-year-j-crew-is-leaning-on-its-heritage-to-bring-in-new-customers/

The mention sources can contact us to remove/changing this article

What Are The Main Benefits Of Comparing Car Insurance Quotes Online

LOS ANGELES, CA / ACCESSWIRE / June 24, 2020, / Compare-autoinsurance.Org has launched a new blog post that presents the main benefits of comparing multiple car insurance quotes. For more info and free online quotes, please visit https://compare-autoinsurance.Org/the-advantages-of-comparing-prices-with-car-insurance-quotes-online/ The modern society has numerous technological advantages. One important advantage is the speed at which information is sent and received. With the help of the internet, the shopping habits of many persons have drastically changed. The car insurance industry hasn't remained untouched by these changes. On the internet, drivers can compare insurance prices and find out which sellers have the best offers. View photos The advantages of comparing online car insurance quotes are the following: Online quotes can be obtained from anywhere and at any time. Unlike physical insurance agencies, websites don't have a specific schedule and they are available at any time. Drivers that have busy working schedules, can compare quotes from anywhere and at any time, even at midnight. Multiple choices. Almost all insurance providers, no matter if they are well-known brands or just local insurers, have an online presence. Online quotes will allow policyholders the chance to discover multiple insurance companies and check their prices. Drivers are no longer required to get quotes from just a few known insurance companies. Also, local and regional insurers can provide lower insurance rates for the same services. Accurate insurance estimates. Online quotes can only be accurate if the customers provide accurate and real info about their car models and driving history. Lying about past driving incidents can make the price estimates to be lower, but when dealing with an insurance company lying to them is useless. Usually, insurance companies will do research about a potential customer before granting him coverage. Online quotes can be sorted easily. Although drivers are recommended to not choose a policy just based on its price, drivers can easily sort quotes by insurance price. Using brokerage websites will allow drivers to get quotes from multiple insurers, thus making the comparison faster and easier. For additional info, money-saving tips, and free car insurance quotes, visit https://compare-autoinsurance.Org/ Compare-autoinsurance.Org is an online provider of life, home, health, and auto insurance quotes. This website is unique because it does not simply stick to one kind of insurance provider, but brings the clients the best deals from many different online insurance carriers. In this way, clients have access to offers from multiple carriers all in one place: this website. On this site, customers have access to quotes for insurance plans from various agencies, such as local or nationwide agencies, brand names insurance companies, etc. "Online quotes can easily help drivers obtain better car insurance deals. All they have to do is to complete an online form with accurate and real info, then compare prices", said Russell Rabichev, Marketing Director of Internet Marketing Company. CONTACT: Company Name: Internet Marketing CompanyPerson for contact Name: Gurgu CPhone Number: (818) 359-3898Email: [email protected]: https://compare-autoinsurance.Org/ SOURCE: Compare-autoinsurance.Org View source version on accesswire.Com:https://www.Accesswire.Com/595055/What-Are-The-Main-Benefits-Of-Comparing-Car-Insurance-Quotes-Online View photos