The Problem Of Falling Sales Of J. Crew Is Not Over Yet.

In August 27th, J. Crew released its latest report, announcing its second quarter sales of $506 million this year, down 13% compared with the same period last year.

The poor performance of the once popular American clothing company had to take layoffs.

In June, J. Crew cut its staff by 10%.

Though J. Crew

The Madewell performance of the sister brand with lower price and department's price is still strong, and the J. Crew's women's wear department's performance is not very satisfactory.

"In the past year, we have made some mistakes, and we are working hard to improve it."

J. Crew CEO Millard "Mickey" Drexler talked about the failure of the women's clothing department at its earnings conference in March.

As of January 31st, J. Crew suffered a net loss of $657 million 800 thousand in fiscal 2014, and in the 2013 fiscal year, the company also maintained a profit of $88 million 100 thousand.

Now that the second quarter of fiscal 2015 has ended, J. Crew has apparently not recovered.

Consumer dissatisfaction is the root cause of J. Crew's dilemma.

There are more and more complaints among consumers on the major social media websites: exaggerated style, bad clothing structure and fabric quality, inconsistent sizes and high prices.

The style is unsuitable for the mind, perhaps the most important reason for consumers to "run away".

Many consumers think that J. Crew, under the leadership of creative director Jenna Lyons, is moving away from the high-end, avant-garde fashion Road, so that ordinary people can hardly touch it.

"When Jenna started (as creative director), people were excited that she would bring something different.

But in the past 3 to 4 years, the situation has become absurd.

I think this brand is becoming more and more ungrounded.

It seems to be experiencing a crisis of identity.

Fashion blogger Abra Belke said.

J. Crew what to do next? In the August 27th conference call, Drexler used 8 words "heritage" to summarize the future direction of J. Crew.

Drexler said that this fall, the J. Crew product will focus on consumer's favorite core product types.

Launched in September 14th

The J. Crew classic Preppy (look) will be reproduced. The core products will include Ballet Flat Shoes, cashmere sweaters, Jackie cardigan, Regent suits, washed shirts and jeans.

One is dissatisfied with J. Crew's products over the past few years.

Eliza even built a web site "how to repair J. Crew" (How to Fix J. Crew), outspoken pointing out the crux of J. Crew: "until the last few quarters, the brand identity of J. was built on the stability of style, quality, design and profile.

In many ways, this is incompatible with the idea of the millennial generation. "