What we can learn from the fall of J. Crew
- Rise of eCommerce
- Failing mall traffic
- Discounting culture
- Increased competition
- And as BOF says, “post-recessionary mindset.”
- “As J.Crew’s fashion credentials began to grow, its focus on staple items suffered and an increasingly cool and expensive product mix alienated once-loyal customers.”
- Use of cheap textile materials, 2013 and on
- Complete ignorance of the athleisure movement
July 2013, when an unhappy customer wrote Drexler an email saying, “I am so disheartened and disappointed that you are leaving your core values and styling and abandoning your loyal customers. I would have thought you had learned your lesson at the Gap!! Why mess with these iconic brands and change them into something they’re not?”
This was the beginning of the low quality of product that has flooded J. Crew stores and outlets.
Moment of Truth (2):
J. Crew launched an athleisure effort with New Balance, in late 2016, that has been widely panned as ‘late’ and ‘bland.’
See more of the issue here.