J.Crew plans to launch an organic clothing line called The Organic Collection to appeal to environmentally conscious consumers who are increasingly interested in organic apparel. Research shows the target market consists of educated young women ages 18-30 who are looking for stylish yet sustainable clothing options. The marketing strategy will promote the line's commitment to quality, style, and environmental benefits to existing and new customers through advertising, promotions, and events to increase awareness and sales.

1. The Organic Collection by J.CREW

2. Executive Summary
•! Established in 1983
•! Multi-channel national brand
•! Offers sophisticated and affordable clothing

3. Situation Analysis
•! Environmentally aware consumer
•! Popularity of organic clothing
•! Increase in demand
•! Consumers are looking for alternatives
•! The Organic Collection by J.CREW

4. Market Trends: Organic Apparel
•! Increase in demand for green apparel
•! Consumers are more convinced that green
can be fashionable

5. Market Growth: Organic Apparel

6. Geographic Segmentation

7. Demographics
•! Women
•! Age 18-30
•! College educated,
young
professionals
•! “Preppy” upper-
middle class

8. Behavioral Factors

9. Target Market
•! Environmentally conscious
•! Educated and young professionals

10. Our Unique Benefits
•! Product assortment
•! Accessibility
•! Design capabilities with organic and
sustainable product
•! Competitive pricing

11. SWOT: Strengths and Weaknesses
•! Strengths
•! Evangelist customers
•! Customer-centric operations
•! High quality products
•! Distinctive, inviting, and sophisticated retail environment
•! Consistency of the line with our current product offering
•! Weaknesses
•! Appealing only to a small niche market
•! Heightened cost of organic fabrics
•! Slightly higher price points
•! Limitations in colors, fabrics, and designs

12. SWOT: Opportunities and Threats
•! Opportunities
•! Increased interest and demand for organic clothing
•! Concern for the environment
•! High demand of J. Crew’s classic garments
•! Threats
•! Increase in cost of raw materials
•! Economic and financial uncertainty
•! Third party manufacturers and distributors

13. Overcoming Threats and Weaknesses
•! Increase in manufacturers trying to meet demand
•! Increase in number of suppliers offering organic fibers,
yarns, and fabrics
•! Decrease in cost of organic raw materials
Chart: Growth in manufacturer demand for organic cotton:

14. Competitors

15. Keys to Success
•! Bold and distinguished logo
•! Our uncompromising commitment to
quality and to customer service
•! Wide assortment
•! Successful niche marketing

16. Marketing Strategy
•! Location
•! Emotional appeal: focus societal pressure to
go “green”
•! Promotion to increase awareness of our
green line among existing shoppers, to and
capture new (enviroconscious) customers

17. Marketing Objectives
•! Encourage and
empower
consumers
•! “Pull” campaign
•! Increase overall
sales by 1.5% per
quarter

18. Business and Financial Objectives
•! Achieve first-year sales revenues of $13
MM;
•! Keep first-year losses to less than $5 MM;
•! Break even early in the second year; and
•! Reach profitability by the end of year two.

19. Positioning
•! Goal: Incorporate an environmentally and socially
conscious message to our current positioning
+

20. Marketing Mix: Product
•! Product attributes
•! Variety,
•! Color, and
•! Sophistication
•! Stylish while making
positive changes to the
environment

21. Merchandise Mix-Styles
•! Tops, camis, shirts
•! Hoodies, jackets
•! Knits
•! Dresses
•! Skirts
•! Chinos, short
chinos

22. Organic Colors Dyes
22

23. Sourcing Organic Fibers
23

24. Organic Fabrics
•! Cotton
•! Linen
•! Bamboo
•! Hemp
24

25. Price!
•! Price-points similar to J. Crew “Classics”
•! Organic products will be styled and paired with J. Crew’s
higher-end items
•! Goal: Emphasize quality and similarity to these non-
organic staples

26. Place
•! New York, NY
•! Los Angeles, CA
•! www.jcrew.com

27. Promotion
•! Print Advertising
•! E-marketing
•! Public Relations
•! Sale promotions
•! Direct-mail

28. Action Programs: January-July ‘09

29. +
Limited Edition Catalogue

30. Desk-side meetings
Homepage teasers
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31. Mass e-mail
distribution
Media
Outreach 31

32. 26th Anniversary/Launch event!

33. Short & Long Term Projections

34. Short & Long Term Projections
Menswear! Crew Cuts
EXPANSION!

35. ! ! ! ! !