Tuesday, August 28, 2018

Here’s How J.Crew Is Going to Win You Back

Out of all the Fashion Week shows, J.Crew’s was always the most laid-back. No runway for models to stomp down, or celebrity appearances to froth over. Instead, the brand used “real people,” dressing employees and friends in the new collection and scattering them around spaces where other brands held runway shows. Still, even that was too much for James Brett, the company’s new CEO, appointed last June and tasked with turning the brand around after years of declining sales. “This brand should never show at New York Fashion Week,” Brett told The Wall Street Journal. “We’re not Gucci.” But no more runway is just a part of a broader revamp and strategy for the new J.Crew: more affordable, less fashion. . . . more

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