J.Crew has had some trouble of late, including an unsparing dissection of its business in the Wall Street Journal. The WSJ told a story about customers who no longer felt the love for their once favorite brand. Quality, pricing, and reliable style had left some long loyal customers miffed and mystified.
But the J.Crew brand is resilient — and it’s taking steps to right the ship, especially in the increasingly popular discount sector. Or as J.Crew calls it, “value-driven.” J.Crew will expand its lines geared toward its outlet operations — or “J. Crew Factory” stores — and rebrand them under a new retail name, J.Crew Mercantile. The first J.Crew Mercantile location will open in July in Dallas, according to a company release.