J. CREW Menswear has an incredibly distinctive DNA; a solid foundation which strikes an emotional chord with its consumer; a reminder of a first job interview, an East coast Fall wedding, lazy days in salt-washed, sun-faded chinos strolling through Martha’s Vineyard, or cycling Nantucket’s cobbled Main St. But the sole intention of this project is to propose a fresh approach to the Menswear assortment; delving deep into its rich archive and staying true to its signature ‘codes’, whilst purposely turning the dial and steering the brand in a more contemporary direction. The focus will be on the Tailoring business, Casual Lifestyle, and Sportswear / Athleisure
The main objectives:
Reset the suit / tailoring business and take back ownership of market share due to other emerging brands playing in this field. This is for J. CREW to own again. Every detail should be obsessed over, from fabrics to SB / DB lapel widths and pocket angles, lining qualities, buttons. There is a definite shift in Menswear back towards a more sartorial, tailored sensibility after the strong streetwear influence
Own the casual lifestyle business; injecting a more polished and modern feel which should appear sophisticated but not slick. More emphasis on saturated color, modern prints, blended fabrications
Define a sportswear sensibility; less street, but more athletic chic
Engage the consumer through a more modern, updated and relevant marketing lens
