Market and Customer Segmentation

The 2012 ad campaign “jcrewaholics” was targeted towards young adults ages 25 to 34 who are in the career-building stages of their life, and can’t dress to casual to work anymore. In addition to advertising on their website and on social media networks J.Crew also increased their presence in publications including “Vanity Fair”, “Vogue”, and the Sunday “New York Times”. All of these publications carry fashion-forward, elite, and esteemed following, which in turn will get the attention of potential target customers and existing customers. J.Crew is very good at segmenting their business and targeting the people need to target. Their brand extensions including J.Crew weddings, J.Crew Collection, Crewcuts, and Madewell all target very different ages and hobbies and lifestyles while maintaining similar clean-cut, on-trend, and affordable designs. In late March of this year J.Crew announced that they would be spending less money on their catalog and investing more money in digital marketing and advertising, customer research, and customer segmentation tools.