J. Crew Company Analysis

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I. Problem Definition
J.Crew at Stonestown mall is having difficulty targeting San Francisco State students to shop at their store, even when J.Crew offers a 15% off discount to college students. J.Crew is a very successful brand that reaches out to young business professionals; however J.Crew, specifically at Stonestown mall, is having difficulty reaching out to the college students at San Francisco State University. J.Crew believes the students at SFSU are a smart target to reach, considering the University is located right next to the Stonestown mall. Although J.Crew believes the college students are smart target to reach, many students are unaware of the student discount they offer. Looking over J.Crew’s past marketing campaigns,
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They need to be able to finance their money well and buy good quality products with long durability. Profile of Typical Target Consumer
• Female
• 18-25 years old
• Single
• College education
• Part-time job
• Aware of quality & price
• Regular shopper
• Sociable
• Enjoys nightlife
• Active in the community
• Stylish/Fashionable
• Full-time Student

V. Consumers’ Perceptions Our consumers’ perception of the brand, J.Crew, usually entails the style they advertise in commercials and television. J.Crew can be seen as a style with practical women in finely cut business suits and overcoats. When most people visualize the company they visualize classy and professional clothing. The problem is they are not seen as the standard, like Gap, for instance, they lack the basic necessities to attract young college students. J.Crew just wants to maintain its professional status, but attract a younger crowd who are establishing their position in the real world applying and interview for jobs. When walking into the store, consumers see bright lights and a variety of fabrics and styles. The dresses range from simple around the house to dressy date-night dresses. The one-thing consumers’ can expect to see when entering J. Crew is the variety of clothing. Consumers’ can perceive clothing brands based on what they see on
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