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When CEO Mickey Drexler (who also happens to serve on the board of directors at Apple, another can’t-touch-this American brand) headed to J.Crew in 2003 after being abruptly fired by Gap, he anointed creative director Jenna Lyons the face and aesthetic leader of the brand.
But no company’s perfect.
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News, Shopping, The Business J.Crew Reigns Supreme: What Could Make it Even Better? By Lauren Sherman Wednesday,[link widoczny dla zalogowanych], Mar 10,[link widoczny dla zalogowanych], 2010 / 11:30 AM GMT -5
The genius of J.Crew continues to manifest itself.
This bold move resulted in a cult of shoppers that wanted to wear her soft pastels, bow/pearl necklaces and brocade skirts. As Lyons’ style has progressed,A Formaldehyde Free Keratin Treatment Fashionista, so have her designs,[link widoczny dla zalogowanych], and they are certainly a big reason the chain is so successful today.
Mickey,[link widoczny dla zalogowanych], We love your women’s wear–Jenna, you’re a legend,[link widoczny dla zalogowanych]!–but not every girl feels comfortable in ultra-girlie clothes. We may spend a half-hour perusing your women’s floor,[link widoczny dla zalogowanych], but we always end up in the men’s department,[link widoczny dla zalogowanych], feeling up the plaid flannels, Barbour jackets and unbelievably perfect broken-in chinos. Why not have menswear designer Frank Muytjens and Jenna collaborate on a guys-for-girls capsule collection? We’re sure we’re not the only ones who’d scoop it up in a second.
Yesterday, the company sent out its 2009 annual report,[link widoczny dla zalogowanych], revealing a $40 million profit for 2009. Sales last year increased by 11% (over 2008 numbers) to $1.6 billion dollars.
We’ve said our piece. Now it’s time to hop back on the J.Crew bandwagon.
If we could make one teeny, tiny suggestion to Drexler:
The retailer’s secret to success is an old one: Give the customer what they want before they know that they want it.