He told the publication, âWe must reflect the America of today, which is significantly more diverse than the America of 20 years ago. You canât be one price. You canât be one aesthetic. You canât be one fit.â Iâm pretty sure people were different sizes in the â90s, too, but I digress!
The article continues:
Mr. Brettâs strategy is to expand J.Crewâs assortment with more entry-level prices, as well as plus sizes and more fit options. He also will sell the clothes at more retailers in a bid to reach shoppers across the globe. The company plans to roll out most of the changes in the coming weeks.
Some of the changes have already been made apparent. A J. Crew âclassic t-shirt,â used as an example, currently costs $14.50 compared to 2017’s $29.50. Jeans start at $39.50 and now include plus sizes and curvy fits. Very progressive.
But donât get it twistedâthere will still be pricey, high-end items for the upper-middle-class echelon that became loyal to J. Crew in the â90s. Itâs just that now, theyâre hoping to make shit for other people.
As for what the affordable looks be beyond t-shirts and jeans, Brett doesnât give too much away. He does, however, love to talk about what J. Crew is not:
âThis brand should never show at New York Fashion Week,â Mr. Brett said. âWeâre not Gucci.â
âWe canât be all New England preppy,â Mr. Brett said. âNot everyone wants to look like that.â
Will this Hail Mary move save J. Crew? Iâm genuinely concerned that the affordable and accessible fashions Brett is talking up here will only include basics, which anyone can get anywhere. And if the more exciting, ornate products arenât size-inclusive, J. Crew will merely mimic the issue of plus-size clothing since the dawn of timeâstraight-sized retailers selling boring-ass clothing to plus-size customers.