What'S Wrong With J.Crew?

Try on fourth pieces. J. Crew I noticed a small sign explaining the big problems that plagued J. Crew and many similar companies.

It's on the two floor of the Rockefeller Center shopping mall, with a table on men's trousers. These 68 KT dollars Khaki twill pants can also be - it may be a little hard, but not so hopeless. The sign next to the trousers is written with a different value proposition.

J. Crew is at Rockefeller Plaza 30. Not long ago, the brand was thriving; now the enterprise is in turmoil.

It says: "No-Brainers".

It's a very self respecting tone, telling the customers that you know better than them. fashion 。 Grab one or two of these pants from here, and take a few shirts here (there is a "No-Brainers" on the table). When you buy clothes, you don't need to think for a minute.

Do you see the problem? Maybe I am an extreme counter example (yes-brainer). When shopping, I think carefully and carefully. But now consumers are more knowledgeable and curious than ever before. Putting a counter with the trend of the times, even if it is casual, illustrates the lack of imagination of businessmen. This also shows that when consumers have a large number of choices and a pair of eyes, businesses are worried that their products can not be selected.

No. 769 Madison street.

"No-Brainer" is the language of discount retailers. In the past 10 years, J. Crew has been trying to draw a line with this category. With the foresight of Creative Architect, Women's wear Jenna Lyons, Frank Muytjens of men's wear and smart marketing, J. Crew. In the next few years, men's clothing business was just beginning to emerge. Michel Obama (Michelle Obama) openly supported the brand. J. Crew was developing through the production of high-end fashion popular version.

According to the world clothing and shoe net, J. Crew is now in a turbulent period. Lyons and Muytjens have left in recent months, and share prices have collapsed. Even so, what about its clothes? I visited five J. Crew, trying to find out what was causing the company's dilemma, or even more, how these difficulties were reflected in the clothes.

In Columbo's Columbus Circle, I found a dress which seemed to summarize the situation: the blue and white striped shirt shirt with shoulders, waist waist, and some small patterns made of Green Pearls on the front (118 dollars), and a complimentary package of beads, though you don't know how to make this dress worse. It is neither luxurious nor affordable, such as the wrong print of cotton prints.

This season, many women's wear is a bluffing style. There are only a few exceptions: a pair of coconut leaf fiber's colorful shoe dragging (88 dollars), suitable for wearing Tulum in Mexico, and a loose summer dress, cooperating with the Thomas Mason shirt brand, can wear to Georgia, Savoy (Savannah, Ga.) to watch "angel Emily" ($298) again. Basically, in addition to the bright, bright colors, J. Crew half of the women's clothes are surprisingly empty and undirectional, neither delicate nor eye catching.

Lyons used to be very good at balancing this kind of skill, but this technique is now everywhere and is not so indispensable. Nowadays, our fashion appeal is more varied than it was ten years ago. For the first wave of Internet driven fashion enthusiasts, the iteration process of J. Crew is perfect. At that time, as long as it was a little smarter than other middle class brands, modern is enough. But not now. Once the Internet makes it easier for people to see more, learn more and choose more in a wider range, J. Crew is outdated. For people who pay close attention to fashion, it moves too slowly, and for those who really want to buy "no-brainer" products, its category is a bit too rich.

Back to the topic of clothes heap. In the Rockefeller Center and Columbo circle stores, a few inches of trousers and shirts are stacked up, which means selling in retail. Stacking piles, especially stacking clothes of different colors and patterns, means indifference, and the value of any single product is very low. If I can hide in the pile of clothes, I am afraid there will be no selling points.

In this regard, J. Crew's solution is to create an independent space for clothes to breathe more space, at least in men's clothing. There are two shops in the TriBeCa District: Ludlow Shop, specializing in suits and Liquor Store. When it opened shop in 2008, it was very vigorous. It changed the shopping space of men's clothing to a more simple place, but retained the upscale temperament.

235 West Broadway Street

Although these stores have their own limitations, they maintain a certain imagination that allows J. Crew to upgrade their high-end brand from the mid-range. When Liquor Store was first opened, there was still a bright attitude. Now it is almost gone. Instead, it is a restricted basic shop, not only J. Crew, but also Izod, Norse Projects, Vans and so on -- designed to provide people with a simple matching brand.

The lights here are low and the space is cramped. In the past, you would think that there are treasures here, but now it feels like a mess - although I have found a military uniform style Navy coat from FDMTL, which sells for 483 dollar dollars. To be precise, it hangs at the hook of the main door after joining the shirt.

In the J. Crews store I visited, Ludlow Shop was the most humane, probably because it had the narrowest idea and even the western-style clothes were very narrow. All the clothes are almost the same thin version, with a variety of fabrics (featured wool, jacket 425 dollars, trousers 225 dollars). The company's more high-end products are here, such as the lovely full white shawl collar ($525).

It is also here that I first discovered the favorite meat pink cotton and linen trousers, full of vigor and a little unruly -- this is the ideal design of J. Crew, which softens the edge of the elegant creativity and makes people more receptive. In the end, I bought a green peppermint, because I saw it four times and killed my will. Even so, I hope I am still using my brain to think.

More wonderful reports, please pay attention to the world clothing shoes and hats net.