Thursday, August 23, 2012

J. Crew Emphasizes Hospitality {well, how do you do}

"Thanks!" to Alyssa, who shared the following story from CBS (click here to read in its entirety) that talks about an upcoming episode focusing on J.Crew's Mickey Drexler:
J.Crew CEO Drexler emphasizes hospitality
The Associated Press
August 23, 2012

There's no ivory tower surrounding J.Crew CEO Millard "Mickey" Drexler.

He visits every office, store and distribution center, and makes an effort to meet every new employee, although he's always Mickey, not Mr. Drexler. He'll notice if light bulbs are too dim, or how long the water cooler has been broken. And it's up to him to remember his cousin's birthday, although one of his assistants jots down the note once he says it aloud and she'll gently remind him later.

There have to be some perks to being in charge of a company that has steadily gained style cred since Drexler took over in 2003. It's also expanded from its signature prepster khakis and T-shirts that launched 30 years ago as a catalog-only business to a high-design collection of casual and dressy clothes in bold colors and prints in 287 free-standing stores, including its Madewell label, and is available in 103 countries online.

Michelle Obama famously told comedian Jay Leno on his talk show during the 2008 presidential campaign that she would order J.Crew clothes online late at night.

J.Crew lands in China this fall with its first retail presence outside North America in Lane Crawford department stores.

The company even previews at the upcoming New York Fashion Week, sandwiched on the schedule between Tory Burch, Badgley Mischka and Vera Wang.

Under Drexler's leadership, J.Crew has carved out a place in the fashion hierarchy that's just between trendsetter and accessible, and he seems to like living in that space.

His name means something, and he can get a reservation at any restaurant he wants, but, he says, he'll judge that hot, hip eatery by how they treat people on his staff when they call for their own table. "I used to be not me, 'Mickey Drexler.' I was me, just regular Mickey Drexler, the rest of my life, and I remember that," he says.

It takes a little effort to keep up with Drexler, 68, who previously served as CEO of Gap Inc. and is a director at Apple. He jumps from topic to topic as if he's playing pingpong but never seems to take his eye off the ball.

He gives more than a cursory glance to an email blast about the brand's new ironless shirts for men. The pitch is good, although he personally isn't completely sold on the ironless shirt — he is, after all, in a slightly rumpled pinstripe button-down that is part of his daily uniform with dark-wash jeans and a navy single-breasted, double-vent Ludlow blazer — but, he rationalizes, it's what some customers want. And what customers want, he tries to deliver.

He's been known to personally respond to a letter from a shopper who has a problem or a suggestion. "People think it's special if we respond, but it shouldn't be that way. For us, it all starts at the store and with our customers."

It nags at him that a sales associate reported moms have complained about the scratchiness of some embellished shirts in the company's children's line.

Drexler seems to be honest and candid with his employees, sometimes resulting in criticism but more often he'll give a happy shout-out.

During a recent tour of a J.Crew store in the Union Square neighborhood of Manhattan, not far from company headquarters, the staff isn't surprised to see him. They tell him the new bridal salon in that location is doing well, better than J.Crew bridal was doing as a stand-alone shop on Madison Avenue.

When it comes to light that the Goldsign Jenny-style skinny jeans (with a $288 price tag) are popular with shoppers, he calls the office to congratulate the denim team. "Put me on the loudspeaker," Drexler says.

He makes regular announcements at headquarters, sort of like the principal of a school. "When you say something and a thousand people are hearing it, you hope you leave an impression. I'm also sort of advertising."

He adds, "I don't know who listens and hears me, but someone is." In reality, all the people within striking distance seem to have at least one ear trained on what Drexler is saying. In the open-space office, people respond to his questions without him even really asking.

They also keep him moving on schedule, nudging him to this meeting or that. Drexler often takes the long route there, just to pass by others' work spaces to check in on what they're working on or the daily buzz.

Having breakfast with investment bankers — like he did on this day — isn't his usual routine, but maintaining relationships with the business community is part of his job. Later, he was breaking bread with the company's 27 corporate interns.

"I gave them all an assignment yesterday. I said, 'If they had the power to make the department they're working in better, what would they do?'" Drexler says. "And I want individual answers, not a 'group.' I want people who are looking to do things better. ... I'm an agent of change all day long, and I want to meet other people like that."

This talk about interns leads Drexler back to his management training days at Bloomingdale's. He was in the program with the son of the CEO of Macy's. Meanwhile, Drexler and his new wife — to whom he's now been married 42 years — had just bought a couch from Macy's that left them cold.

"Too big, too expensive, all wrong," Drexler describes. They tried to return it, or even exchange it, but they didn't get anywhere until Drexler tapped his relationship with the CEO's son.

Not long after that, the couch was gone, but they still had to pay a return charge, and Drexler says he still thinks about it. "Service drives a lot of my decisions," he says.

This month J.Crew relaunched its personal shopping program, renaming it Very Personal Stylist. It will be available at all stores with an emphasis on accommodation, whether that's body type, budget or time.

"I didn't like the name 'personal shopper.' That makes it sound like too much of a commodity and not personal enough," Drexler says.

He also hopes the new approach takes the sting out of asking for help. Right now, not enough people seek the expert fashion guidance they can get for free, Drexler says. Maybe it's because they think they'll be in for the hard sell or they'll end up with a look that's not really who they are, he muses, but everyone can use a second opinion and a little friendly advice.

Drexler asks a new sales associate — someone who's been on the job in the men's department for just two days — what style of jeans he should wear. "Vintage straight," the employee answers without hesitation.

Yes, he's in the fashion industry, but he's not a fashion guy. He relates more to the hospitality business, Drexler explains, which is why he uses a lot of food metaphors and compares J.Crew to a fine restaurant or hotel more than he does other retailers.

"The No. 1 thing is the product. The goods have to be good, but I care about how you feel about it," he says, noting that he doesn't believe any advertising — not the company's new ad strategy that broke in September fashion magazines or its 40 million catalogs a year — can compare with word of mouth.

"Treat others as you want to be treated," Drexler says. "Isn't that in the Bible or something?
Oh Mickey! I am on board with everything you said (like the product being good, treating customers well, etc.). For the most part I agree they provide excellent service (one of the many reasons I keep coming back to them). I only wished that it was consistently applied across the board at J.Crew.

What are your thoughts on the article? Any points you adamantly agree or disagree with? If you could make some suggestions to J.Crew, what would they be?

49 comments:

  1. I always think that " Very Personal Stylist" sounds like a sex worker but hey I'm European. ;) 'How would you like that Sir?" you need to say it in a breathy, rasping, I've smoked too many cigarettes whilst reading Sarte voice.

    I must say, over here, J Crew's customer service is absolutely unrivalled, I am so impressed by it.



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    1. Mmm, yes. It's like Very Personal Masseuse. Or something.

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    2. VPS makes me think of VPL (Visible Panty Line). Ha!

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    3. Silver_lining-- Me too!! Lol!

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    4. I immediately thought it sounded dirty as well (and I'm Canadian, not European).

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    5. I like the change to, Personal Stylist. It's the, Very, that gets a little---EEK! Interesting psychology there:)

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    6. sweetsy, especially when they feel the need to italicize "very" everywhere--makes me feel like I am signing up to be molested!

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  2. The staff in most of the stores I go to are really nice. Fix the lousy dressing room lighting and give me free online shipping on any price and I will be thrilled. Mickey and Jenna are super for the company.

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    1. "He'll notice if light bulbs are too dim, or how long the water cooler has been broken."

      Yeah. That's exactly what my first thought was, 'has he not been in the dressing rooms'?? And then I had a thought that it may not be unlikely that he HAS NOT gone in a dressing room and tried a bunch of stuff on. Hmmm, perhaps that's why the lighting remains lousy across the country.

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  3. I agree Alexis, if they were consistent about (superior) product quality and customer service it would be a welcome change.

    BTW, I don't believe Mickey is a director at Apple. He is on the board of directors. That is different than being a managing director in the company.

    LOL - my verify word is ishopa. Not so much lately, I'm afraid.

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  4. XOXO, that's so funny!

    I was in a store in another city this past weekend and I have to say, the service was amazing. There were three of us and we spent about 2 hours in the store. One of my friends returned some things and bought others. I got some assistance with getting I store pricing, which was lower, applied to an online item. My other friend literally bought a whole new wardrobe to return to the work force. Every sales associate was friendly and helpful, and I bought something which is something I haven't done in a long while in a J. Crew store. It's nice when the shopping experience is so pleasant. I will say though that the three of us also went into Ann Taylor and Banana Republic to find things for the friend who was rebuilding her wardrobe and everyone in those stores were pleasant and helpful as well.

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  5. "They tried to return it, or even exchange it, but they didn't get anywhere until Drexler tapped his relationship with the CEO's son."

    The irony of the head of J.Crew revealing a story about having trouble making a return is almost too rich to digest.

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  6. Jesus, sometimes I feel like I should be tapping Mickey's son to get an authorized return.

    Who is this guy kidding? He's turned J.Crew into The Gap. He may believe in all this hospitality talk, but his customer service department and policies speak otherwise.

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    1. Gap doesnt do FS so quickly only after 5 markdowns.
      But I get your point

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  7. I shop a lot at Anthro, which has equally good customer service compared to J.Crew and a MUCH better return policy. No final sale, and I've met SA's who actually encouraged customers to exchange or return an item *after wearing it* if they found it not to their liking. I've also had amazing service from Nordstrom. J.Crew's infamous final sale really can't compare.

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    1. Yes, Nordstrom is tops when it comes to customer service. Their return policy, price match policy, and price adjustment policy are all amazing. Wore these shoes and decided you hate them? Return them with no questions asked and no hassle. Bought a blouse at full price and 2 months later it goes on sale? Price adjustment with no questions asked and no hassle. Found the same item on sale elsewhere for a better deal (even if it involves using a coupon/code)? They'll match the price with no questions asked and no hassle.

      It's the no questions asked and no hassle that really are the best part. I am never made to feel like I'm begging for a price adjustment. Last time I did an online chat at Nordstrom, I got a price adjustment (on stuff that was on sale when I bought, but got further marked down) to the tune of $200 -- and to top it off, I got a handwritten card from the cs person who helped me via online chat. Granted, I spend a pretty penny at Nordstrom, but I also spend plenty at J. Crew and I don't think that the service can even be compared.

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    2. I think it was Kathy Griffin who said, "My mother could return a half-eaten hot dog to Nordstrom for cash!"

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  8. Well if Mickey cares how I feel about it, here it is.

    I love my festival blue serge skirt. I wore it today and love the color, fabric and fit. However, I am annoyed at the promo of the serge pencil skirts to 1/2 of what I paid just a few weeks ago. That fast and severe of a markdown makes me question even bothering to look at anything not or sale or promotion.

    I am disappointed that the fit of the Sterling is really odd and very different from last year. I was looking forward to this item, but think it is a total fail.

    I am also ticked that I received just a leaflet about the VPS program in the package with my ill-fitting Sterling skirt. I would have greatly appreciated a 20% code given I am not going to purchase anything at full price right now after the markdown of the pencil skirt.

    Mickey needs to stop top renaming programs that haven't really changed, have his company stop playing pricing games with us and start showing some love to his repeat buyers. I have a cartload that I would love to try (and that my lackluster store doesn't have), but I it isn't happening without a promotion.

    I have had nothing but wonderful experiences with customer service on the phone, online and in the store, but I wish I actually felt valued as a customer and that knew I could count on consistent product and pricing.

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    1. I bought the Herringbone No. 2 at full price minus my student discount a few weeks ago (inventory in my size was getting low online...can't believe I still fall for that), so I feel the same way. I am still within the 60 days for online returns, but returns from Canada cost me $20+ so it hardly seems worth the hassle.

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    2. Don't buy full price. Simple as that. I'd like to keep the markdowns, not discourage them.

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  9. I actually wrote Mr. Drexler a letter several months ago about an order snafu in which JCrew sent me the entirely wrong item and how I was so upset because the item I bought was sold out and it was a great value. I got a phone call from someone at JCrew saying they had got my letter and would be happy to honor my request. My request was that they sell me a similar pair of shoes for the price I would've gotten my other ones I had originally ordered which they did and included overnight shipping for no cost.

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  10. Mr. Drexler can definitely talk the talk, but walk is less convincing. Obviously I've had enough positive experiences over the years to keep coming back to JCrew. I've shopped there since I could fit in theie clothes and I really do hope he means what he says in this piece. but I find it difficult to believe that "the goods have to be good" when they keep bringing back the dreaded "dream" sweaters!!

    I have experienced enough holey tshirts, pill-y sweaters, final sale mistakes and missed-out on promos. I am shopping much differently at J Crew than I have in the past. I refuse to pay FP for anything--the initial prices are ridiculous for the quality, and the pattern of fast markdowns gives me no incentive. Some fall items are hitting FS with add'l 30% off before they even make it to the store! Don't get me wrong, I am most definitely not complaining about sales!!! but its frustrating when there are so many pricing discrepancies b/t store and web. Price should be commiserate with quality and store/online prices should be consistent.

    Seems as though J Crew has been opening up to the media more and more lately (this article, the CNN special, etc) and I hope that the media blitz isn't just to distract customers from the many issues that have been brought up on this blog -- declining quality, rising prices, and inconsistent CS.

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    1. Oh, an as a cardholder, I am so disappointed with their haphazard coupon policies and lack of benefits. The rewards cards are nice, but throw us a 20% off every so often and drop shipping charges for cardholders--I would place so many more orders without the absurd $175 minimum.

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    2. ITA about the lack of cardholder benefits. It seems especially odd because this is something that just about every other retailer gets right. I only have a handful of cards -- from the retailers where I shop most: Saks, Nordstrom, J Crew, and Banana Republic. Of this bunch, each has a rewards program, and of those J Crew's is by far the worst.

      I could go into a lot of detail about the various benefits of each program if Mickey really wanted to listen to how J Crew could improve, although the info on all of these programs is readily available, so I doubt he really needs to hear it from me. Here's a hint, though: start with free shipping.

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  11. He seems like such a nice guy and I really think he is sincere about giving good customer service. I think he needs to be more demanding and critical about the actual product quality.

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    1. Agreed. Then again, he's a man and wears the same jeans, rumpled dress shirt and blazer everyday (which I like and I am not knocking but the men's clothing is also far superior in quality.) While Jenna wears a ton of high-end designer clothing and certainly some J Crew--but how often do you think she repeats wearing said item? Perhaps not enough to know they fall apart quite readily? I know she wore the vintage stripe long-sleeve tee all the time (with sequin pajama bottoms) but I'm pretty sure she had a back-up when those poorly sewn underarms started to pull apart at the seam.

      Personally, I think he needs to walk the walk. Mickey, take the feedback from a broad-based group of women like those represented on this site and be the "change agent" you describe yourself to be.

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  12. Hmm, as an almost exclusively online customer I don't care much about "hospitality" or the human touch--I'm looking for quality and value. Oh, and online pricing that is as good as in-store pricing.

    And, as Stylishly Spoken points out, it would be nice if they followed through on their written promises of cardholder benefits. Claims of "private sales" or "private invitations to special events" are just *flat-out BS*. As recent promos have shown, JC offers goodies to non-cardholders, and if cardholder benefits exist they aren't given to all cardholders. And please don't tell me that the "cardholder exclusive" e-mails have any significance, because all they do is promote items that are already on the website for everyone else to buy.

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  13. I'm not surprised that Dear Leader and his devoted staff - She Who Must Be Adored, The Thin Man, the Copywriter from Space, Crazy Photoshop Guy, the 800-Calories-a-Day-Is-Plenty-Nutritionist - believe their own P.R. This tends to happen in autocracies. I am, however, disappointed that still another significant department at JC has been outsourced while American colleges and universities continue to extrude unsuspecting English majors onto the unemployment rolls. If this article is any example of what the multi-headed critters at V4641 Pub4U are capable of, the agreement of representation should be broken and JC should go back to JupiterBros. I wouldn't worry about repercussions, V4161 is 1600 light-years from Earth.

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  14. God, that article caused me to do some major eye-rolling for a minute.

    If Mickey Drexler really cares about helping out a customer, he would ban this final sale bullshit and send me a freakin' coupon that's good on a whole entire purchase.

    On a positive note, all of the sales peeps at the store I go to in Jersey are AWESOME. They are so nice and fab. Very helpful and courteous and never judgy about returns or questions.

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  15. Couple thoughts: One, I have enormous respect for Mr. Drexler. I've received more than one personal response from him when I've experienced a problem and I really appreciate his attention to detail. I think he's sincere and I remain a pretty loyal J.Crew customer/fan. That said, I really do wish that they, as a company, would make certain that their products are all quality products, especially when they move to elevate their prices. The prices seem to now be higher than what most pieces are worth. I also resent paying shipping on orders $100-$174. That's just wrong. Lastly, they still have a lot of products made in China. That's a problem to me. Why? I don't always have to buy American, but I try to. And I certainly don't want to contribute to slave labor in other countries.

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  16. I bought a tall No. 2, DS wool pencil skirt during this last promo. Went to store to try on the regular to compare the length. Asked if I could exchange the online skirt in store with no problems. The look on the store clerk's face when asked about an even exchange versus paying the difference ($69 online/sale vs. $130/in store) was priceless. Mr. Drexler, make sure that your store reps understand ALL the rules across the board. I can't image that i should have to pay the difference but clearly that crossed the clerk's mind.

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  17. I still crack up when I read that he uses a PA system (or similar). It must be highly disruptive.

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    1. I do the same thing. I used to work in corporate retail. There was no time for PA system comments unless there was a fire!

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  18. Apologies for being somewhat OT but since I'm not sure where to post this question... with regards to the VPS system and the 20% off codes that went out, was there a $250 spending minimum attached? I was contacted by a VPS yesterday offering that deal - only because I complained, mind you - and I want to know if that's the same promo that was sent to others. Personally I like to place my own orders and I require no help in doing so, so the fact that I feel like the VPS service is being forced upon me in order to receive a promo is not really my cup of tea. Just wondering if the scenario was the same for everyone.

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    1. Silly me - found my answer; all I had to do was look on eBay.

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    2. I too was annoyed over the discounts randomly being given and not understanding the criteria, so I did a chat got the offer of a VPS contacting me. This is reply that I got:

      Orders that were shipped out this week did have a 20% off coupon included in them. We are taking 20% off orders over $250 when you shop with a Personal Stylist. Keep in mind that this promotion is valid for just your first order with a Personal Stylist. If you’re interested in placing an order feel free to reach me at the information below.

      I am going to go for it since there are a number of items that I want to order. She also answered a question for me about the possible colors of the biennial satchel, so maybe ok. But I am like Dara I like picking out my own clothes and since I am not in the target demographic it may not work out for me.

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  19. I think he needs to do an episode of Undercover Boss.

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  20. I have had decent customer service over time. Most of the SA's are cheerful and want to help.

    But staff training is inconsistent. I get a lot of "I don't know"'s when I ask basic questions, especially on the phone.

    J Crew continues to do phenomenally well in having attractive stores with perfect product layouts and gorgeous colors. I have never been in a messy store, and that is a huge accomplishment.

    The customer service (at least for me) doesn't match that high standard, although it isn't bad.

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    1. The customer service at my "local" store (30 minutes away) is awful. I don't go there often, but when I do, I always have to stand haplessly by the dressing room with my arms full of clothes hoping that someone will come by and deign to allow me into the dressing room. I'm typically so annoyed by the time I get in that I feel like everything looks terrible - and do they every pass by to see if you need another size? No.

      As a result, I always shop online, and I probably do a lot less impulse purchasing because I can leave things in my basket and think about them.

      And really, you would think they would pay attention to me since pretty much my entire wardrobe is from J. Crew.

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    2. You really should say the name of your store. It sounds like it could use some attention:/

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    3. It's the Providence, RI, store. I should say the service has not always been so bad, but I can't think of a time in the past year or so that it has not been terrible.

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  21. ITA with some many points made in all these comments. I'm really annoyed with the bad feelings that have been created because the 20% cards were sent to some people and not others. What are the benefits to having the credit card, besides the rewards cards? LAME.

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    1. My understanding is that the 20% cards were only sent to Canadian customers. Since we pay almost a 30% markup on the US prices, that almost balances out to offering us what US customers get everyday. sigh. :)

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