The J.Crew You Loved Is Returning in 2015
If you found yourself shopping at J.Crew a little less last year, you weren’t alone.
On a Wednesday call announcing its 2014 financial results, J.Crew CEO Mickey Drexler talked a lot about the company’s recent struggles in women’s fashion. “Needless to say, it’s has been a tough year for us, and our numbers speak to that,” said the legendary merchant. “We’ve made some missteps over the last year and are working hard to course correct.”
While the retailer’s overall sales were up last year—climbing 6% to $2.6 billion—that jump was mostly in thanks to strong sales in the men’s department and booming business at Madewell. (In fact, J.Crew’s sister brand saw sales increase by 35% $245.3 million.)
So, what gives? Well, for one, selling women’s clothes is tougher than ever. When the J.Crew we know and love first came into prominence in the early aughts, the market looked quite different. Now, there are more fantastic options —from Zara to Everlane—and many retailers—especially direct J.Crew competitors like Banana Republic and Club Monaco—frequently discount things. Women’s fashion is one of the most competitive, challenging retail businesses out there, and there’s a reason brands like C. Wonder and Kate Spade Saturday have shut down altogether in the past year. As Drexler noted, “It’s not for the faint of heart.”
But he is also quick to acknowledge that the onus on the J.Crew team—including executive creative director and president Jenna Lyons, as well as women’s designer Tom Mora—to make clothes that people want to buy. “I’m not at all blaming the environment,” Drexler said. “One can talk about missteps on our iconic classics. We gave up a little more than our customers wanted us to give up.” He went on, “An iPhone looks like an iPhone. I don’t think J.Crew women’s looked liked J.Crew women’s as much as it could have.”
This year, the brand promises a return to the cool, classic pieces that its fans love: great shirting, fantastic pants, lots of color. A glimpse at Jcrew.com’s latest “Looks We Love” editorial features Breton tops, engineer-stripe denim, tailored chambray blouses and just-quirky-enough statement jewelry. Another story, “The Classics Edited by Jenna,” features picks from style icon including a sharp navy suit, broken-in chinos and an easy cashmere t-shirt. And there will also be a renewed focus on fit: If you’re sick of your Mini or Pixi pants, there’s the Harlow—a pull-on trouser that’s sort of like a fancy sweatpant—and the Patio, a cropped wide-leg style.
But will it all be enough? Drexler admits that the customer will have the final word: While shoppers might’ve complained that J.Crew has gotten too fashion-y, who is to say that they’ll welcome these updated classics? All we know is that brand sentiment about J.Crew is still high: we want to shop there. Making good product that feels in line with our current desires is the best way to get us through the door. And Drexler agrees. “Great style is universal and timeless, and we are on it.”
More from Yahoo Style:
Why Are So Many of Our Favorite Brands Dying?
Jenna Lyons’ Social Life Is the Least of J.Crew’s Problems
RIP Delia’s, Our Favorite ‘90s Brand
