I don’t know how this girl at work does it, but even though her desk is separated from the hallway by a wall that obviously obscures her line of vision, she always calls out my name as I walk by. She doesn’t give off much of a creeper vibe, so I didn’t think she had cut out peep-holes through the office wall or anything, but I couldn’t satisfactorily figure out how she always knew it was me when I walked by. Finally, one day I just asked her.“Dude, how do you always know when it’s me walking by!?”
She contemplated for a second, and then responded, “Well, different people just sound different when they walk.”
Hmmm, so simple, and yet intriguing. (And, also, a bit relieving to know that it wasn’t a case of super offensive B.O. that was pre-announcing my imminent arrival.)
I mulled this over as I walked down another hallway to the bathroom, my jumble of necklaces jangling with each step. She was right, I realized, my J.Crew obsession has made me a freaking, walking noise machine. Whether it’s the weird noise my skinny cords make when my legs rub against each other, the stomp of my high-heels, or the clink of my accessories against the over-sized buttons on a blazer, it is almost physically impossible for me to walk silently, and/or creep up on anyone.
It makes me feel better to be able to blame things on anything besides myself. My scape-goat for the noisy walking? Easy- the stack of J. Crew catalogs that I keep next to my bed (for getting dressed inspiration) dictate the varying textures and pieces I adorn myself with now.
So, if you’ve read my few previous posts, or been shopping within the last few years (whether in a mall, online, or just innocently peaking through the delightful catalog surprises that arrive right to your snail-mailbox), you have undoubtedly seen for yourself the handiwork and expertise of my burning girl crush, Jenna Lyons, the creative director of J.Crew. Under the support and watch of CEO Mickey Drexler, Jenna has beautifully and profitably expanded her company to now include cute (but noisy) jewelry, shoes, clothes, etc. In addition to her awesome additions, she is also the one to thank for making sure that everything is so expertly styled in all of their marketing pieces so that you can't help but drool over every page. (I am not exaggerating, I KEEP a STACK of J.Crew catalogs on my nightstand, for good reason!)
Jenna, in a completely non-creepy way, you are so my muse…
Although J.Crew stores can be found in most malls, the thoughtful details of the merchandise, and the personal touches incorporated into their mass marketing (catalogs and email blasts) ironically make this retail giant feel like your favorite neighborhood boutique. Lending to the boutiquey feel, all J.Crew outfits have an unique flair about them, there are personal shoppers readily available to personally assist you, and if you need help with anything- the appropriate J.Crew specialist is made to seem easily accessible with hand-written looking notes online and in the catalog to call “Ashley, the wedding specialist” at her desk number. It’s so smart! The merchandise is accessible to anyone in the country, yet despite this they have maintained an “one-of-a-kind” feel.
If I had to describe J.Crew’s aesthetic, after a lot of thought, I’d have to say that J.Crew’s emphasis is on timeless Americana, it's a style that a teenager, thirty something, or grandparent could all wear and make their own. There is a definite ‘prepster’ vibe to it, but it’s almost tongue-in-cheek making fun of preppy clothing, and depending on how you put the pieces together any desired look is achievable.
J.Crew’s emphasis and impact on “American” style could perhaps most easily be proven by the fact that out of all the clothing companies in the world- the new first daughters wore J.Crew children’s pieces for their father’s presidential inauguration.
Under the umbrella of “an easy American style,” J.Crew could easily expand to incorporate many successful “green” concepts and tactics. (At last, where I become relevant! ☺) There are so many avenues to go, it’s hard to know where to start with spilling my guts on this topic, but just a few- in rapid succession:
- They could create an internal organic clothing line (obviously I was going to say that one).
- They could design stores with all organic features- lots of windows for natural lighting, bamboo floors, recycled hangers. (Come to think of it, Jenna would probably totally love this idea- while researching (stalking) her online, I learned that she likes things to look a little lived-in.
“I like things that get better with age,” she has said. “Maybe it is frayed a little on the edges, maybe it is starting to wash down a little too much. I actually think that that looks good. That, to me, is classic.”
A store that used recycled wood pieces for hangers, and floors, and had threadbare oriental rugs and vintage chandeliers, and refurbished dressing-room doors and counters would be so cool to look at, shop in, provide new uses for pre-existing things, and be totally J.Crew. 
J.Crew does not do any advertising beyond their catalogs and website. Staying within these parameters, there are cool marketing, eco-inspired methods they could take to increase foot traffic and sales.
- Already offering student and teacher discounts, they could offer an additional discount for bringing in an old J.Crew catalog with purchase. This way- the catalog is still serving it’s purpose by showcasing the clothes that make it necessary to go to the store, J.Crew can take all of those catalogs and make sure they’re properly recycled, and at the same time they’re getting tons of trackable info about their customers. Win, win, win!
- Along these lines, they could also offer some incremental discount for bringing in reused J.Crew shopping bags? J.Crew would save money on having to produce less bags, the shopping bags that do exist would get taken better care of- and if people were using them more often- it’s free publicity for J.Crew, and less junk taking up space in land-fills. Everyone’s a winner*.
- They could also take Juicy Couture’s idea of offering a discount for donating gently used J.Crew clothing to a charity of J.Crew’s choice. (While there are TONS of noteworthy charities throughout the world, I feel like their focus should remain on issues in America?) Again, they’d be increasing sales while doing good for the country, and at the same time they would be generating a “hey I'm doing something good!” feeling at point of purchase to stave away any feelings of buyer’s remorse.
Really, I could go on and on, but all I’m saying is that I love Jenna Lyons, and thanks to her I love J.Crew. In combining all of my loves- Jenna, J.Crew, shopping, fashion, the environment- I think there could be so many fun and exciting ways for J.Crew to go in the future.
Jenna once said that her goal was to be able to hear people say "Oh, my God, I have to go to J. Crew." Just from over-hearing passerby’s in the mall and purveying the shopping bags people are carrying while I people-watch in the food-court, I think that she is one of the lucky/enviable/extremely hard-working people whose dream has become a reality. It would be hard to improve upon her specific brand of perfection- but I’d certainly love to help contribute to a J.Crew “eco” expansion.
Hey, if I'm following the trends Jenna sets, I should dream big, right?
*Well… everyone would benefit, except the bag makers. But, survival of the fittest would force them to evolve and adapt- and either make more durable bags, create ways to make shopping bags more earth friendly, or… ?
its very interesting at all the ways a company can work with the environment, rather than against it. i always think its crazy when the mail comes and there are at least 15 catalogues/flyers/JUNK mail items that just literally get thrown out. why do we have to waste so much? or rather, if we have to waste so much, cant we at least be productive about it? sounds a little backwards, yes, but i think it can be done. of course kelly you figured this out.
ReplyDelete