J.Crew: Are Americans Ready to Dress Down?

In July 2019, J.Crew Group Inc., a multi-brand, multichannel specialty US clothing retailer, was investigating a launch within a new apparel category. The company’s marketing research manager had been tasked with interpreting trends and market potential within the industry as well as primary customer research, to recommend a new product line that would increase revenues. She saw three main potentially viable options in the rental, resale, and athleisure markets. Using a mixed methods approach, the research manager would need to provide the chief marketing officer with her recommendation regarding a new product line for J. Crew Group Inc..

The case is intended for students in undergraduate- or first-year graduate-level courses in marketing management; specialized master’s programs in marketing research; or elective courses in marketing research, consumer buyer behaviour, new product development, or marketing strategy. The case helps students design a marketing research project that intersects with societal trends, anticipates the demands of cross-generational consumers, and avoids alienating current customers. Students engage in competitive analysis and survey development and provide managerial recommendations using the information that they discover.<br><br/>After completing this case and answering the assignment questions, students will be able to do the following:<ul><li>Identify a viable market for a brand extension in the apparel market.</li><li>Analyze and interpret secondary data regarding the apparel market.</li><li>Conduct a competitive analysis to help make a market decision.</li><li>Write a new product development survey to gauge customer reactions.</li><li>Identify proper sampling techniques.</li><li>Explain the limitations of making decisions based on data that is freely available.</li><li>Write a short report with a managerial recommendation.</li></ul>

• consumer insights
• retail
• apparel
• marketing research
• category expansion
• marketing