Winning back lapsed customers is easier said than done, and after a year of major shifts within the company—creative director Jenna Lyons left last August, expanded sizes were announced in July—J. Crew is rolling out an ambitious plan to re-engage its audience. Just last week, the Meghan Markle-approved brand joined forces with Amazon for an affordable line called J. Crew Mercantile, making it easier for J. Crew junkies to shop for a perfect Oxford button-down, toilet paper, and books all in one place. (J.Crew Mercantile is also available at J.Crew Factory stores.) Now, J. Crew has relaunched as a more affordable and accessible brand with fresh prices and styles in the hopes of reeling in old and new customers.
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Today, September 10, J. Crew unveiled its “New Crew” campaign that “celebrates the power of unity in diversity—the basic principle that we are stronger and better when we come together with the hashtag #meetmycrew. The new campaign features diverse “crews” from different organizations, including Girls Inc, Brooklyn United, Save the Waves, and Creative Mornings.
As for the new prices and styles, the brand says this initiative aims to “reflect the America of today.” For each piece, sizes are expanded from 00 to 24. There’s also a new range of cuts, like the Curvy Toothpick Jean and the Slim-Fit Shirt, to better outfit real bodies.
The brand also debuted new tones in pieces that J.Crew junkies love: The $98 Everyday Cashmere Sweater now comes in Neon Peony and Rich Gold. The boiled Wool Daphne Topcoat now comes in Jasmine Frost and Bright Red, among others.