JCREW Organic Collection
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Transcript of JCREW Organic Collection
![Page 1: JCREW Organic Collection](https://reader033.fdocuments.us/reader033/viewer/2022052410/5484e6ed5806b5ae588b46ce/html5/thumbnails/1.jpg)
The Organic Collection by J.CREW
![Page 2: JCREW Organic Collection](https://reader033.fdocuments.us/reader033/viewer/2022052410/5484e6ed5806b5ae588b46ce/html5/thumbnails/2.jpg)
Executive Summary
•! Established in 1983
•! Multi-channel national brand
•! Offers sophisticated and affordable clothing
![Page 3: JCREW Organic Collection](https://reader033.fdocuments.us/reader033/viewer/2022052410/5484e6ed5806b5ae588b46ce/html5/thumbnails/3.jpg)
Situation Analysis
•! Environmentally aware consumer
•! Popularity of organic clothing
•! Increase in demand
•! Consumers are looking for alternatives
•! The Organic Collection by J.CREW
![Page 4: JCREW Organic Collection](https://reader033.fdocuments.us/reader033/viewer/2022052410/5484e6ed5806b5ae588b46ce/html5/thumbnails/4.jpg)
Market Trends: Organic Apparel
•! Increase in demand for green apparel
•! Consumers are more convinced that green
can be fashionable
![Page 5: JCREW Organic Collection](https://reader033.fdocuments.us/reader033/viewer/2022052410/5484e6ed5806b5ae588b46ce/html5/thumbnails/5.jpg)
Market Growth: Organic Apparel
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Geographic Segmentation
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Demographics
•! Women
•! Age 18-30
•! College educated, young professionals
•! “Preppy” upper-middle class
![Page 8: JCREW Organic Collection](https://reader033.fdocuments.us/reader033/viewer/2022052410/5484e6ed5806b5ae588b46ce/html5/thumbnails/8.jpg)
Behavioral Factors
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Target Market
•! Environmentally conscious
•! Educated and young professionals
![Page 10: JCREW Organic Collection](https://reader033.fdocuments.us/reader033/viewer/2022052410/5484e6ed5806b5ae588b46ce/html5/thumbnails/10.jpg)
Our Unique Benefits
•!Product assortment
•!Accessibility
•!Design capabilities with organic and sustainable product
•!Competitive pricing
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SWOT: Strengths and Weaknesses
•! Strengths
•! Evangelist customers
•! Customer-centric operations
•! High quality products
•! Distinctive, inviting, and sophisticated retail environment
•! Consistency of the line with our current product offering
•! Weaknesses
•! Appealing only to a small niche market
•! Heightened cost of organic fabrics
•! Slightly higher price points
•! Limitations in colors, fabrics, and designs
![Page 12: JCREW Organic Collection](https://reader033.fdocuments.us/reader033/viewer/2022052410/5484e6ed5806b5ae588b46ce/html5/thumbnails/12.jpg)
SWOT: Opportunities and Threats
•! Opportunities
•! Increased interest and demand for organic clothing
•! Concern for the environment
•! High demand of J. Crew’s classic garments
•! Threats
•! Increase in cost of raw materials
•! Economic and financial uncertainty
•! Third party manufacturers and distributors
![Page 13: JCREW Organic Collection](https://reader033.fdocuments.us/reader033/viewer/2022052410/5484e6ed5806b5ae588b46ce/html5/thumbnails/13.jpg)
Overcoming Threats and Weaknesses
•! Increase in manufacturers trying to meet demand
•! Increase in number of suppliers offering organic fibers,
yarns, and fabrics
•! Decrease in cost of organic raw materials
Chart: Growth in manufacturer demand for organic cotton:
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Competitors
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Keys to Success
•! Bold and distinguished logo
•! Our uncompromising commitment to
quality and to customer service
•! Wide assortment
•! Successful niche marketing
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Marketing Strategy
•! Location
•! Emotional appeal: focus societal pressure to
go “green”
•! Promotion to increase awareness of our
green line among existing shoppers, to and
capture new (enviroconscious) customers
![Page 17: JCREW Organic Collection](https://reader033.fdocuments.us/reader033/viewer/2022052410/5484e6ed5806b5ae588b46ce/html5/thumbnails/17.jpg)
Marketing Objectives
•! Encourage and
empower
consumers
•! “Pull” campaign
•! Increase overall
sales by 1.5% per
quarter
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Business and Financial Objectives
•! Achieve first-year sales revenues of $13
MM;
•! Keep first-year losses to less than $5 MM;
•! Break even early in the second year; and
•! Reach profitability by the end of year two.
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Positioning
•! Goal: Incorporate an environmentally and socially
conscious message to our current positioning
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Marketing Mix: Product
•! Product attributes
•! Variety,
•! Color, and
•! Sophistication
•! Stylish while making
positive changes to the
environment
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Merchandise Mix-Styles
•! Tops, camis, shirts
•! Hoodies, jackets
•! Knits
•! Dresses
•! Skirts
•! Chinos, short
chinos
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Organic Colors Dyes
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Sourcing Organic Fibers
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Organic Fabrics
•! Cotton
•! Linen
•! Bamboo
•! Hemp
![Page 25: JCREW Organic Collection](https://reader033.fdocuments.us/reader033/viewer/2022052410/5484e6ed5806b5ae588b46ce/html5/thumbnails/25.jpg)
Price!
•! Price-points similar to J. Crew “Classics”
•! Organic products will be styled and paired with J. Crew’s
higher-end items
•! Goal: Emphasize quality and similarity to these non-
organic staples
![Page 26: JCREW Organic Collection](https://reader033.fdocuments.us/reader033/viewer/2022052410/5484e6ed5806b5ae588b46ce/html5/thumbnails/26.jpg)
Place
•! New York, NY
•! Los Angeles, CA
•! www.jcrew.com
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Promotion
•! Print Advertising
•! E-marketing
•! Public Relations
•! Sale promotions
•! Direct-mail
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Action Programs: January-July ‘09
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Limited Edition Catalogue
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Desk-side meetings
Homepage teasers
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Media
Outreach
Mass e-mail
distribution
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26th Anniversary/Launch event!
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Short & Long Term Projections
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Short & Long Term Projections
Crew Cuts Menswear!
EXPANSION!
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! ! ! ! !