We visited J. Crew and witnessed why business is a disaster
Even from the outside, J. Crew's window display hints at a retailer looking for a savior — in this case, its new athleisure line.
Inside, there's evidence that changes haven't helped sales all that much yet, with major discounts.
The discounts makes a lot of sense when you realize how expensive J. Crew is compared to its competition, thanks in part to the growth of fast-fashion.
These over-sized scarves, for example, look like a cozy and fun take on a winter basic — but they also cost almost $70. For comparison, Zara's over-sized scarves are in the $25 to $35 price range.
J. Crew's offerings can be split into roughly two categories: timeless basics and trendy quirkiness. Right now, neither category is serving the retailer particularly well.
In recent years, J. Crew has gotten flack for apparel that has crossed the line from quirky to bizarre. Who, for example, wants to pay almost $100 for a sweatshirt with appliqué jewels?
Furry pompoms are everywhere at the chain, from hats to key rings.
Then, there are the preppy basics that J. Crew has always been known for.
Searching the store for some basic sweaters and jeans, however, I found myself disappointed and struggling to find simple and high-quality clothing.
Instead, J. Crew seems to be trying to mix the two, with garish patterns on basic sweaters and unnecessarily weird collars on button downs.
When I did find actual basics, the prices were much higher than I was willing to pay. I almost bought a pair of black jeans (when I found some sans ripped knees), but passed when I realized I could get a similar pair at Urban Outfitters for less money — even with J. Crew's 25% discount.
Dresses were similarly disappointing. A few years ago, after graduating college, I filled my closet with work dresses from J. Crew. Now, I could only find one or two reasonable options.
Instead, I encountered styles that were preppy, but impractical — and completely off-trend with what you would find in fast-fashion shops like Zara or Topshop. Take, for example, this discounted jacket from the sales rack.
I'm not sure who would wear this headband/bow, which looks straight out of an early season of "Gossip Girl," a show that debuted in 2007.
There's also the issue of J. Crew's athleisure line, which the company launched with New Balance in October.
While J. Crew's bridesmaid dressed were almost universally beloved, its athletic gear leaves something to be desired.
Lululemon built its business by making women look and feel attractive in athletic wear. J. Crew's reliance on navy blue, polka dots, and strange cut outs fails to do the same.
There are so many places to buy athleisure gear. If J. Crew wanted to break into the category, it needed to stand out — and, so far, it's failing.
Still, hope isn't lost for J. Crew. The retailer has a few great basics still, like this pink sweater, which I bought for $52, discounted from $69.50.
It also has some products that seem well-designed and attractive — but may be too expensive for shoppers accustomed to fast-fashion's price points, like these coats in the $200 to $400 range. J. Crew needs to either regain customers' trust or cut prices, if it wants to sell these higher-quality pieces.
I'm not alone in my recent J. Crew skepticism. While checking out at Manhattan Zara after work took me 45 minutes, there was just one person in line ahead of me at J. Crew.
Popular Right Now
Advertisement