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J. Crew Group Presentation TXMI 5240 Fall2013

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by

Elizabeth Ater

on 30 October 2015

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Transcript of J. Crew Group Presentation TXMI 5240 Fall2013

Marketing Strategies
Harnessing
Technology
Synchronization and Strategies
Financial
Consumer Behavior
2012 $125-$135 Investment in Infrastructure
Expanding customer base through technology
Seamless and Smart
Moving forward
Supply Chain Synchronization
Branding
-Preppy, conservative style
-Jenna Lyons, creative director for the company since 2008
-“I am so disheartened and disappointed that you are leaving your core values and styling and abandoning your loyal customers.” –Elizabeth DeRose
Growth
Market Penetration: There were 39 store openings in 2012 and in 2013 the company expects to open 46 more stores.

Market Development: Entered the international market with a new store location in London, as well as made shipping from the website available to over 100 countries.

Product Development: Four seasonal collections are created, but the new products are introduced monthly to maintain customer interest.

Diversification: Began in 2006, when they added several new product line extensions: Crewcuts, Madewell, J.Crew Weddings and Parties, and J.Crew Collection.
Pricing
High-low pricing strategy, mixing casual, laid back pieces with more high-end luxury items.
New flagship store in London increased prices to almost 60% higher than those in the U.S.
Drexler is committed to proper pricing in preparing for future international expansion of J.Crew retail locations.
Store Channel
Direct Channel
Factory
Retail
Madewell
Merchandising
Recent best sellers: metallic ballet flats, T-shirts trimmed in chiffon, colorful cashmere sweaters, rhinestone jewelry and oversized blazers.

The most heavily merchandised products are the most basic necessary pieces of exceptional quality.
Target Market
Professional working men and women aged 18-40
Website
Catalog
2013
Direct sales: rose 23% to $176.2 million
Profit slipped 4.5%
Outlook:
stable to positive
margin improvement limited due to
increased promotional activity
new store expenses
infrastructure costs.
CRM
Ranked #1
Improved
Customer responsiveness
Direct Channel: Website and Catalog
image consistency
Quality
Variety
Fit
Omni-Channel Leaders
Fast following approach
Integrate across all channels
"Consumers expect their favorite retailers to provide a great smartphone (66%) and tablet (75%) experience."
Future Suggestions
Collaborations
M-Commerce
Better interactive apps!
Christina Sheridan
Elizabeth Ater
Kailey Profeta
Angela Pun

Conclusion
J. Crew + MasterCard = MasterPass
Full transcript