The US-based apparel brand J.Crew is all set to launch a new brand to attract young female customers, as the company is eyeing to expand its audience to work on its recovery initiatives. The brand has recorded a few lackluster years in terms of sales and is currently working to better its position.
In a bid to attain recovery, the brand recently collaborated with the e-commerce giant Amazon to offer a curated selection of its J.Crew Mercantile brand. It is also looking to capitalise on the success of its Madewell brand and its namesake brand by offering more size options.
Jim Brett, Chief Executive Officer, J.Crew, said that the company is expecting to operate over two brands and a new brand will be announced this year. “It is aimed at women, and it’s younger than any of our existing brands,” the CEO affirmed media.
Due to strength at Madewell, the American fashion retailer has posted positive comparable sales for two consecutive quarters, after recording losses for years. The transformation of shoppers from brick-and-mortar stores to online shopping has caused a drop in traffic at stores in the industry and J.Crew is looking out for ways to stay competitive in such a rigid market environment.
Reportedly, the company has claimed that its decision to relaunch is yielding fruitful results. Brett added that the retailer has witnessed a rise in new customers and even the consumers who left the brand are coming back.
Recently, the brand forayed its subsidiary Madewell into the menswear segment which is offering denim and everyday wear, that includes t-shirts, sweatshirts, jackets, and footwear.
