J.Crew (Who?) Expanding in Asia
Different brands stand for different things.
The Gap evokes a certain image. Banana Republic another one. And, Victoria’s Secret, quite another one.
But I’ve always been confused about what J.Crew stood for…either that’s a reflection of my socio-economic status and shopping habits or ineffective branding on J.Crew’s part.
Anyway, it appears that J.Crew, which counts First Lady, Michelle Obama amongst its fans, is now looking to expand into China and Japan slowly, over the next couple of years.
But how will Chinese consumers react to J.Crew? Not much at all, reading between the lines of a Wall Street Journal article. The first problem of course is that the Chinese luxury market is slowing down. The next thing is that J.Crew is not a well known European luxury brand:


