Brand, Product, and Company Positioning

Chief industry analyst for the NPD Group, a market research states that with J.Crew position’s themselves as a brand that combines “style, fabrics and flattering imagery, and the need for appropriate office clothes.”

Here’s what President and Creative Director of J.Crew, Jenna Lyons has to say about their product positioning, “We're not doing what Gap is doing, but we're not doing what Louis Vuitton is doing. What we are trying to do is offer people Monday-through-Sunday things that are of great quality that people can mix into their wardrobe. We're trying to shed the preppy iconography of our past and associate more with classic pieces, the trench coat, the white shirt, the chino; those things can be worn many ways, but the chino we show maybe with a sequin tank top and heels. We're taking something that's stodgy but making it feel more modern.”

In an article from “Forbes” they state that J.Crew positioning turned more high-end when they had their first fashion show at NY Fashion Week, but with their price points being much less than designer brands their merchandise becomes impulse buys to the fashion loving people who would normally buy the more high-end brands.