J.CREW: “OUTFITTING THE CREATIVE RENAISSANCE”
Brand VISION, STRATEGY & MARKETING
Making the past present. A new vision and STRATEGY for J.Crew
Develop a positioning and long-term brand strategy for the iconic American brand that recaptured the momentum and cultural cachet of the brand post-bankruptcy.
The Challenge
We took the focus away from nostalgia to broaden the brand into lifestyle. Focusing
on a specific ‘creative class’ who acted as the aspirational target for the brand to drive full price sales. The strategy focused on the role of creativity and its role in modern consumers' lives, which could translate into marketing activations and content.
The strategy
The Brand Platform, ‘Outfitting The Creative Renaissance,’ connects all marketing tactics to celebrate creative communities and situates the product as central to that creative pursuit. Brand and product marketing delivered a fresh, modern take on brand classics. Blending nostalgia, and modernity.
The Idea & Execution:
The Result:
16 consecutive months of sales growth and a revived cultural cachet for the brand in press, and in social. Rebrand momentum saw increased investment in fixed retail, as well as leading into the 40yr anniversary campaign.
