Wednesday, May 14, 2014

J.Crew Mercantile: Not What You or J.Crew Thinks

About two weeks ago, we learned about J.Crew's newest venture in Mercantile (refer to the "J.Crew Opens a Cheaper Line: J.Crew Mercantile" post). Well, it turns out there is a bit more (or less, depending on how you see) to the story.


The following is from NY Mag the Cut (click here to read in its entirety):
Mickey Drexler Says Relax About Those J.Crew Mercantile Rumors
By VĂ©ronique Hyland
May 7, 2014

J.Crew CEO Mickey Drexler dampened our hopes just a little today when he told WWD that his company bought the license to the name J.Crew Mercantile simply because he liked the name — not necessarily because, as previously reported, J.Crew is planning to launch a cheaper line.

“Mercantile is a name we own. There’s not much beyond that. It’s a name that was available and we liked. The way we run the company, we are always thinking creatively, innovating, and managing our assets. We have secured names and trademarks with either loose ideas or intentions, or with our imaginations. Sometimes things come of it, or they don’t," said Drexler, adding that the company has registered several other names over the years, though he declined to specify them.

As for media reports that the company might be using the name to launch a lower-priced offshoot, Drexler said: “It’s kind of been distorted beyond the reality of what it is." Maybe the positive response to these reports ought to change his mind? After all, J.Crew is known for listening to the vox populi.

Over at the Fashionista (click here to read in its entirety), they share the following tidbits:
Mercantile is a name we own. There’s not much beyond that. It’s a name that was available and we liked," Mickey Drexler told WWD.

“It doesn’t require any work to register a name,” Drexler continued. “Most of the time, things don’t come out of it. We are always focusing on our existing businesses.
Hard to say much about J.Crew Mercantile now that it sounds like nothing is confirmed.

However, I am curious if J.Crew came out denying the lower priced concept store amidst some concern over cannibalizing sales. It did seem like the media was excited about the new concept store, even though most JCAs were not.


Personally, I would love to see J.Crew Mercantile be an off shoot of J.Crew rooted in "classic with a twists" offerings that might be not fit the current direction of regular J.Crew. I would love to see quality pieces that take a nod towards past collections with an updated take. In particular, I want to see more beautiful prints. For example, during Summer offer the pineapple or lobster prints on knee length skirts. For Fall, offer an updated version of the Vershuka Dress. For Winter, offer some fabulous silk scarves like the London or Paris ones. While I am at it, they can bring back the Cece Flats and the Fleur Suede Peep Toe heels.

What are your thoughts on this news? Are you excited about the possibility of J.Crew's newest store concept not being a cheaper line? Do you think you will shop there?

21 comments:

  1. Well, it seems J. Crew also registered 'J. Crew Untucked' and 'J. Crew Yoga.' Also 'J. Crew Cares'.

    Somehow I don't see JC competing with the Lululemons and Athletas (Gap) of the world, but one never knows.

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    1. They actually had J Crew Yoga gear years ago, before Lululemon & Athleta were well known (or maybe launched?), I have a head band with J Crew Yoga printed inside it. I think I may have bought it in 2005/2006. I can't imagine them competing now though, the Yoga clothing universe it too crowded I think.

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  2. Being a j.crew "prewar" shopper I just agree with Alex: in my closet there are clothes of that time that I still wear and yes Mr. Drexler, even some wonderful BR pieces of your time there. Please go back to what we loved.

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    1. "Pre-war" love it! Made me LOL. I just scored two 2008 JC jackets on eBay. Does that mean I'm lame or stuck in the past? No, it means that quality "classic with a twist" stays fresh.

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  3. In other news (at least I think this is new) ... the J.Crew site is now making reviews possible!

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  4. Yes the reviews were popping up but now have gone away - I'm sure we'll see them soon.

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    1. No they are still there actually. I just read a bunch of reviews a few minutes ago.

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  5. Why does the logo say "Est 1983"?? WTH?

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    1. That's when the little catalog company was founded in the manufacturing town of Garfield, New Jersey. The first president was Emily Cinader .

      C'mon, you didn't really believe that baloney about "Nantucket roots," didja?

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  6. Factory first look email received this morning. A lot of repeats from retail.

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    1. Did you see anything you liked in the Factory preview? Everything looked so blah to me. Where are the cute prints and tees?

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    2. Also, SALE30 applies to the Factory First arrivals.

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  7. Agreed Alexis with all of your suggestions. Love the Vershuka dress. Love good quality prints.

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  8. Does anyone have the link to the Factory preview? I receive the emails only some of the time.

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  9. I hear ya! The nice weather has finally arrived and I've been wearing old favorite spring/summer Crew. I've gotten lots of compliments and all I can say "it's J. Crew. REALLY old J. Crew" I'd love to see the old favorites brought back! I missed a lot of those (I hadn't drunk the Crewlade yet) and love those fabulous prints that the Crew no longer does. I'd kill for that Vershuka dress....in a knee skimming length....it's gorgeous!

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  10. I agree that the old J.Crew needs reviving. But not under a different name/offshoot. Just do it under the "J.Crew" brand that I love.

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  11. FYI: the linen baseball tee was marked down overnight to $29.99 plus 40% off. The neon green floral racer was also marked down to $79.99.

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  12. JCrew will never go back to the way we remember the good old items and prints. I think it is time to forget and move on. I know I have! Enjoy my old items:) and have started shopping at JCrew factory or elsewhere. Maybe buy one or two pieces a year from JCrew instead of 20 a month:)

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  13. Personally, I would love to see J Crew Mercantile be a place for quality staples. Great quality, no pricing gimmicks. Perhaps, sell a handful of impeccable pieces (bags, shoes, coats, sweaters, pants, denim) that never need to go on sale; think durable goods (a la the Uptown tote). I thought this was what the Collection was going to be, but it turned out to be polyester prints at inflated prices. (This is coming from a more old school J Crew chinos and sweaters gal than a lobsters and pineapples gal.)

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