Rebooting J.Crew Retail

J.Crew thought its men's business was considered irrelevant and wanted to rebrand it. At the time [2007-2008] there were a lot of blogs about menswear that gave a lot of smaller brands an outsized footprint and large reach. J.Crew was making great products which had amazing attention to detail, it just wasn't part of the conversation. Mickey Drexler, CEO of J.Crew, asked what it could do to remedy that: Was it a national campaign or rethinking its catalog? Our answer was a small space with no overt branding that was outside the retail corridor.