J.Crew Unveils a New, More Inclusive Look to Win Back Customers

The retailer, whose sales have lagged over the past few years, is shaking things up

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

J.Crew has changed—or at least, that’s what the company is saying in its recently-debuted campaign, which proclaims the start of the “New Crew” era.

It’s no wonder J.Crew wants to reinvent itself: the retailer hasn’t had the strongest half-decade.

Though revenues increased in the last quarter, it faced 15 straight quarters of declines before that. Last year, longtime CEO Mickey Drexler and chief design officer Jenna Lyons (who served as something of a public face and ambassador for the brand) both parted ways with the company.

Consumers criticized J.Crew

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in