The Organic Collection by J.CREW
Executive Summary
•! Established in 1983
•! Multi-channel national brand
•! Offers sophisticated and affordable clothing
Situation Analysis
•! Environmentally aware consumer
•! Popularity of organic clothing
•! Increase in demand
•! Consumers are looking for alternatives
•! The Organic Collection by J.CREW
Market Trends: Organic Apparel
•! Increase in demand for green apparel
•! Consumers are more convinced that green
can be fashionable
Market Growth: Organic Apparel
Geographic Segmentation
Demographics
•! Women
•! Age 18-30
•! College educated, young professionals
•! “Preppy” upper-middle class
Behavioral Factors
Target Market
•! Environmentally conscious
•! Educated and young professionals
Our Unique Benefits
•!Product assortment
•!Accessibility
•!Design capabilities with organic and sustainable product
•!Competitive pricing
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
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
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:
Competitors
Keys to Success
•! Bold and distinguished logo
•! Our uncompromising commitment to
quality and to customer service
•! Wide assortment
•! Successful niche marketing
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
Marketing Objectives
•! Encourage and
empower
consumers
•! “Pull” campaign
•! Increase overall
sales by 1.5% per
quarter
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.
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
Merchandise Mix-Styles
•! Tops, camis, shirts
•! Hoodies, jackets
•! Knits
•! Dresses
•! Skirts
•! Chinos, short
chinos
22
Organic Colors Dyes
23
Sourcing Organic Fibers
24
Organic Fabrics
•! Cotton
•! Linen
•! Bamboo
•! Hemp
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
Place
•! New York, NY
•! Los Angeles, CA
•! www.jcrew.com
Promotion
•! Print Advertising
•! E-marketing
•! Public Relations
•! Sale promotions
•! Direct-mail
Action Programs: January-July ‘09
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Limited Edition Catalogue
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Desk-side meetings
Homepage teasers
31
Media
Outreach
Mass e-mail
distribution
26th Anniversary/Launch event!
Short & Long Term Projections
Short & Long Term Projections
Crew Cuts Menswear!
EXPANSION!
! ! ! ! !