j.crew presentation
Post on 21-May-2015
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Christine MarchettiBryelle Dafeldecker
History• Founded 1947 by Mitchell Cinader &
Saul Charles
• Upper-Middle class women
• Niche between Ralph Lauren and The Limited
The Problem • 2003 sales start to
plummet
• Quick expansion
• High costs
New Management• Millard Drexter
• new CEO 2003
• “re-energize J. Crew”
• 2005 earned 3.8 million• first profit in 5 years
Rebranding• Shift from preppy to
basic
• Change target market• “artsy” feel
• Improved quality
Bridal and Children Collection
• Crew Cuts• Start to finish wedding service• J. Crew Collection
Michelle Obama •Tonight Show appearance•Inauguration •J.Crew advertisements
Results• Raised revenues 107%• Stock rose 8.2%• Expanded target market
Affective Component Strategies
• Diverse catalog• Fragrance
Behavioral Component Strategies
• New types of social networking• Pinterest• Tumblr
Brand Controversy
Take a stance on sexual orientation issues
Cognitive Component Strategies
Current Beliefs Ideal Beliefs
Preppy Basic business professional
Overpriced Great quality
Recent brand controversy Diverse and accepting brand
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