This document provides a brand analysis of J.Crew compared to its competitors Ann Taylor LOFT and Banana Republic. It summarizes J.Crew's brand identity as appealing to those who enjoy finer things and classic yet mixed masculine and feminine styles. It also analyzes the brands' pricing, availability, color stories, fits, and trends to understand how J.Crew differentiates and competes within the apparel market.

1. Competitive Brand
Analysis

2. Why you chose the brand:
J.Crew is an iconic brand that is known for it’s timeless style
What you find most impactful about their identity:
Their ability to mix masculine and feminine characteristics.
J.Crew has positioned themselves
as an unforgettable brand
What causes/culture about the brand appeals to you:
-Enjoys the finer things
-Classic style
-Comfort is key
-Mix of country and city
BRAND IDENTITY PROFILE:

3. lazy sundays
hiking
diy projects
farmers markets
home decor
eating healthy
high end
accessories
girls night

4. Competition

5. -Price Point: Bridge
-Pricing: Lowest - $14.50 (hair accessories)
Highest - $365.00 (wool jacket)
-Availability: Bayshore
Mayfair

6. -Price Point: Better
-Pricing: Lowest - $24.50 (sunglasses)
Highest - $188 (wool peacoat)
-Availability: Bayshore
Mayfair

7. -Price Point: Better
-Pricing: Lowest - $59.50 (scarf)
Highest - $250 (cashmere sweater)
-Availability: Bayshore
Mayfair

8. Shopping Report

9. Color Stories:
J.Crew - Red, White, Blue
Metallics, Neutrals, Army Green
Ann Taylor LOFT - Blue, Purple, Pink/Blush
Grey, Green, Beige
Banana Republic - Black, White, Burgundy
Khaki, Grey, Green

10. Trims and Details:
J.Crew -
• Textures: wool, leather/lace details
• Classics
• Romantic/Feminine graphics
• Statement jewelry
Ann Taylor LOFT -
• Textures: woven, cotton blends
• All over abstract prints
• Romantic details (lace)
• Statement jewelry
Banana Republic -
• Textures: wool, leather, suede (details/full)
• Printed bottoms, winter florals
• Details: zippers (tops and bottoms)
• Shoes and Perfume
• Statement Jewelry

11. Fit Analysis

12. Knits and Tees
• Pop Art Rose Tee
-Onyx Ivory or Ivory(online)
-Cotton
-Sizes Available
In Store: small(4), medium(1),
x-large(1)
Online: x-small - x-large
-Broken Sizes: medium - x-large
-Differences Between Sizes
X-large seemed “boxier”
Product

13. x-large
medium
In-Store Online

14. Customer Comments

15. Trend Report

16. Fall 2014: Turtlenecks
Marc by Marc Jacobs Louis Vuitton Calvin Klein
Runway…
Salvatore Ferragamo
CURRENT TREND

17. Street…

18. Make it…

19. Spring 2015: Neck Scarves
Saint Laurent Costume National Paul & Joe Anna Sui
Runway…
FUTURE TREND

20. Street…

21. Make it…