J.Crew Is Developing a More Affordable Line

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After a challenging year (opens in new tab) of struggling sales, product quality concerns, criticism (opens in new tab) for its heavy-handed promotions, plus major leadership changes and staff cut-backs, J.Crew is hoping to turn things around. Looking to target a more cost-conscious customer, the retailer is developing (opens in new tab) a lower-priced line that can better compete with the fast-fashion players in the industry.

The new budget-friendly label, J.Crew Mercantile, features updated basics and modern classics designed with J.Crew's signature elevated preppy aesthetic, but at prices akin to those you might find at Zara or COS. Think: Breton stripe knits, crisp shirtdresses and perfectly-worn denim. The selection is currently available exclusively through outlet stores and the Factory website (opens in new tab), which is touted as "The Home of J.Crew Mercantile," but the line's first dedicated brick-and-mortar location is scheduled to open in Dallas, Texas in late July.

Sarah Lindig
Sarah Lindig

I am an experienced editor, writer, and creative strategist, specializing in fashion, beauty, and lifestyle content for digital media outlets, as well as video and social platforms. While I currently operate as a freelance contributor/consultant, with such clients as The Zoe Report, my 10+-year background in the industry was cultivated at the dot-coms of elite publications, including Harper’s BAZAAR, ELLE, and Marie Claire.