For my two position papers I focused on how J. Crew can make a turn around since they are quickly going downhill. People have been complaining about the quality and style of J. Crew as of lately. Sales have drastically decreased because of this. I believe the root of the problem is that J. Crew’s target market has become unclear and there really is no definite client market. Their clothes used to be looked at as business professional and classic. However, I believe J. Crew needs to make a big move and changes in order to be more trendy and stylish. The 60’s trends is making a huge comeback lately and it would be helpful for J. Crew to follow this trend.
Strengths: CEO Mickey Drexler and creative director Jenna Lyons, multiple branches/stores for all price points, well known name, strong ecommerce
Weaknesses: unclear target market, sales decreasing, decreasing quality of clothing, Mercantile line decreases value of the name, only local stores (America) not global
Opportunities: narrow in on a target market, keep up with competition, global expansion, gain new influential loyalists
Threats: other brands are more fashionable without the high price and diminishing quality, loose loyal customers