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Product cover image for J.Crew: Are Americans Ready to Dress Down?

J.Crew: Are Americans Ready to Dress Down?

Sheri Lambert, Brooke Reavey

Product #:W27129
Supplier:Ivey/Temple
Discipline:Marketing
Setting:United States, 2019
Details:Case (PDF) • 12 pages • 2022-04-25

Subjects:

Sales and marketingMarketing

Industries:

Goods, trade, and consumer services

Geography:

North AmericaUnited States
Your Price:$10.54

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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..

Learning Objectives

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.

After completing this case and answering the assignment questions, students will be able to do the following:
  • Identify a viable market for a brand extension in the apparel market.
  • Analyze and interpret secondary data regarding the apparel market.
  • Conduct a competitive analysis to help make a market decision.
  • Write a new product development survey to gauge customer reactions.
  • Identify proper sampling techniques.
  • Explain the limitations of making decisions based on data that is freely available.
  • Write a short report with a managerial recommendation.
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Case Study: J.Crew: Are Americans Ready to Dress Down? (English version) | Ivey Publishing