Brand Meaning - Branding Strategy Insider

Retailer J. Crew announced a bankruptcy filing last month that will potentially close its nearly 200 stores and those of sister company Madewell. Problems for the company have been racking up for years: unsustainable debt, fit and quality issues, a misguided push toward higher income consumers (which alienated its core customer base) and extreme discounting. But J. Crew’s real problem is that the company doesn’t mean anything to anyone. It has no thematic reason for...