WWD x J. Crew

Another great article in Woman's Wear Daily this morning, as more CEO's begin to discuss the layout for 2009 and the affects the recession had on the holiday season. I particularly appreciated some of the things Millard "Mickey" Drexler had to say about J. Crew and the way they've positioned themselves in the market place - “The world is not about overpriced designer [goods] anymore,” [adding] “The days of $800 to $900 shoes are over. We [J. Crew] have adjusted prices and are going after [luxury] businesses that have grown hugely” - the article quoted. All of which I think is true, but in correlation with yesterdays article I also believe that people still have the money to spend, its just a matter of what they choose to spend it on.

Remember consumers are no longer frivolously spending, and consumers won't be as conspicuous with what they want to spend on. Which means you have to find innovative ways to know your market, and you have to be very involved with them. Whether that's looking at the blogs they are involved with, or inviting them for free beer and good conversation about everything else BUT your product, no matter what you must understand them. Which I think J. Crew has done, especially as of late with their new retail opening The Liquor Store in New York (previously mentioned here). It is very reminiscent of the Earnest Sewn, and Rogues Gallery aesthetic, while sticking to their brands original message and style.

Perhaps that's the reason I appreciated this article. Because coming from the CEO down, you can see how they've positioned themselves in the marketplace, how they understand who there client is and how that tailored message is clearly communicated from the top down, from the CEO to the client. Another good example of understanding your client and clearly communicating the message they want from top down.

Enjoy.