Customer Behavior

J.Crew has a loyal customer base that knows and appreciates J.Crew for quality and trendy merchandise at a reasonable price. In late 2012 J.Crew launched an advertisement campaign focusing on their loyal customers who they nicknamed “jcrewaholics”. The ad campaign was featured in both print and social and digital media channels. First Lady Michelle Obama has influenced customer behavior over the last 4 years by being a loyal J.Crew customer. During the 2009 Presidential Inauguration Michelle Obama wore sage green leather gloves from J.Crew and her daughters both wore jackets designed by J.Crew. That afternoon the whole women’s section of the J.Crew website had crashed due to the high volume of customers who so desperately wanted to own the same J.Crew clothes as the Obamas.