In a new storefront featured on Amazon, shoppers can find a dedicated and expanded array of merchandise from J.Crew, reflecting the preppy fashion firm’s revised approach to appeal to consumers. Noting that the company had moved away from its roots as a reliable source of cute wardrobe basics—seemingly to its detriment—a new CEO has determined to change the strategy to appeal to a wider range of customers. In support of that effort, it is collaborating with Amazon. The J.Crew storefront will highlight the company’s Mercantile line, a collection of everyday clothing items for men and women, priced to be accessible to most shoppers. In addition to expanding its reach by placing its items on Amazon, J.Crew is determined to design an overall pricing strategy that ensures that “anyone who walks in the store can walk out with something”—or more accurately, that anyone who walks, clicks, or browses in a retail location can leave that channel with a reasonable and appealing purchase.

 

Source: George Anderson, Retail Wire, September 7, 2018