Pitching J.Crew Maternity Apparel to Mickey Drexler

19 Pages Posted: 30 May 2017

See all articles by Paul Farris

Paul Farris

University of Virginia - Darden School of Business

Randle D. Raggio

Robins School of Business, University of Richmond

Patrick DesMarteau

affiliation not provided to SSRN

Alex Mazakov

affiliation not provided to SSRN

Lindsay Murphy

affiliation not provided to SSRN

Abstract

By mid-2012, Lindsay Murphy, a sales associate from an East Coast store, had repeatedly heard women wishing that J.Crew offered maternity wear. She thought it was an interesting possibility. After all, why should a woman have to leave the brand in order to find attractive clothes that fit while she was pregnant? To evaluate her idea, Murphy would have to determine whether a maternity line would help the brand and then sell her recommendation to CEO Mickey Drexler.

Excerpt

UVA-M-0854

Rev. Mar. 11, 2014

PITCHING J.CREW MATERNITY APPAREL TO MICKEY DREXLER

Mickey Drexler, the charismatic CEO of the J.Crew Group, Inc., visited at least five J.Crew stores a week. His unexpected visits to J.Crew retail stores were part of his efforts to create a small-company atmosphere. He also used them to get fresh insights from the front lines about ways to strengthen the brand's connection with its customers and solicit new product ideas. The idea for J.Crew's recently launched and tremendously successful bridal line had originated on the front lines of store employees.

Jenna Lyons, J.Crew's president and executive creative director, had spent the last several years trying to move J.Crew away from the preppy image it was known for and elevate it to a designer brand, positioning it for the more sophisticated, upscale consumer. Wedding gowns selling for $ 3,000 certainly had helped in that effort.

J.Crew promised consumers clothing to live, work, play, and get married in—options for every stage of their lives. It was constantly on the lookout for new opportunities, having tried many that, unlike the new bridal line, did not pan out: “Crewmutts” dog apparel and accessories, the “So J.Crew” perfume line, and the J.Crew “Intimates” line had all failed. But certainly there were new markets to explore.

. . .

Keywords: new market, purchasing behavior, brand positioning

Suggested Citation

Farris, Paul and Raggio, Randle D. and DesMarteau, Patrick and Mazakov, Alex and Murphy, Lindsay, Pitching J.Crew Maternity Apparel to Mickey Drexler. Darden Case No. UVA-M-0854. Available at SSRN: https://ssrn.com/abstract=2974719

Paul Farris (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-0524 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/farris.htm

Randle D. Raggio

Robins School of Business, University of Richmond ( email )

Richmond, VA 23173
United States
804-289-8593 (Phone)

Patrick DesMarteau

affiliation not provided to SSRN

No Address Available

Alex Mazakov

affiliation not provided to SSRN

No Address Available

Lindsay Murphy

affiliation not provided to SSRN

No Address Available

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