The Everyman, the archetype described as “wanting to simply belong”, J. Crew is all-inclusive, elevated classic-fashions brand that promises timeless silhouettes for anyone and everyone, forming a valuable and decades-long connection with customers, and the desire to be a part of everyone’s daily routine/uniform.

J. Crew is dedicated to making timeless clothes and a connection with customers that lasts a lifetime. Fusing staples with styles of the season, the brand has consistently elevated classic silhouettes such as cashmere sweaters, blazers, crewnecks, denim, chino pants, and much more for decades. 9

J. Crew falls somewhere in the middle of mass market and luxury, as the brand places emphasis on their 40-year heritage, the level of their craftsmanship, and their customer service/experience. These luxury-brand touchpoints are infused with the brands “highest-quality for the best price” promise, as well as their new-found focus on making their products more sustainable.

Experience: Customer experience has always been at the forefront of the brands operations, the company strives to create clothes that people can beat-up and live in, while elevating classic styles season after season, sending catalogues and look books to loyal customers, emailing customers the latest deals, and customer interactions in-store are personal experiences, allowing the customer and associate to engage with one-another and really understand what the customer is looking for. With my experience working at the company, J. Crew sees many loyal customers sometimes more than once a week or on average 4-times a month, this incredible customer connection lasts for years and sometimes even decades as I’ve been told, just because of the catalogue.

Heritage: This pillar has (recently) played a major role in how J. Crew promotes and operates its business, by expressing to consumers that their classic silhouettes and styles will always stay in stores, never go “out of style”, and customers can always expect to see products such as a cashmere sweater or classic denim whenever they walk into a J. Crew store.

Craftsmanship: This pillar is evident throughout the company’s social media pages and mentioned in product details on their website. Products supplied by the company are processed through international mills, for instance: Cashmere from Italy, Linen from Ireland, Denim from Japan, etc. These claims back-up statements such as “Best quality at the best price” or having a “deep respect and commitment to quality craftsmanship” as mentioned in the ’40 Years of American Style’ book many times. 

The company provides classics that will never go out of style, all-while remaining true to the quality and craftsmanship of the products. Customers of the brand have typically been shopping with the brand for many years, sometimes even decades, this shows J. Crew’s ability to connect with and provide memorable customer experiences that drive the consumers back, creating a strong bond and leaning into the trust they have between their name and the consumer. Some new-found customer/brand value overlap could rest in the sustainability aspects3 of the brand or the meaningful and constantly upgraded collaborations with like-minded brands existing consumers are already acquainted with such as New Balance, Birkenstock, Saucony, Carhartt, and many more throughout the decades.

Age Range: The brand targets ages between 18-35, though as an employee of the brand I would say the average age range of customers is closer to being between 28-60.

Catering toward: Men, Women, and Children

Location: The only specific location to be addressed is America, as their retail stores are exclusively in America and headquarters in New York. Though, the brand ships to over 100 countries internationally. Consumers of the brand are not in a specific location, though likely live in a rural area possibly close-by a city.

The brand more-so focuses on fulfilling a customer’s desire, though classic styles such as a white button up, a suit, and more work-centric attire could be needed for a certain sect of customers. So, in many ways, the brand appeals to both customers’ needs and desires by providing timeless classics they will always carry and elevating new silhouettes for limited time to create a desire for the product.

J. Crew’s current apparel continues to appeal to their typical loyal customer which has been shopping with them for years, still offering silhouettes they’ve carried since the brands conception. As the womenswear for the company has continuously evolved over time, the current menswear creative director for the brand, Brendon Babenzien11 (formerly from Supreme) has attempted revitalizing the menswear products offered, releasing products such as the Giant-Fit chino pant or a baby-blue brushed alpaca cardigan to appeal to a younger male audience. This has ended up creating confusion for the typical J. Crew customer and blatant segmentation as the classics catered toward their older customers, have been mixed in with younger-current styles. With this, there is an obvious divide amongst the younger audience J. Crew is trying to draw in through new and innovative silhouettes”, and the loyal customer that’s been shopping with the brand for years.

Starting out as a catalogue sent to doorsteps across America, J. Crew has expanded to e-commerce options such as their website, application available to download on smartphones, and 111 brick-and-mortar stores currently operating in the United States.

Promising quality classics and timeless styles, as well as an extensive promise to sustainability, these drivers could draw customers in and encourage purchasing purely based on these drivers alone.