Amazon Fashion expands offer with J.Crew Mercantile storefront

By

Robin Driver

Published
Sep 6, 2018

E-commerce giant Amazon announced the launch of its dedicated J.Crew Mercantile storefront on Wednesday, offering a curated assortment of apparel from the brand’s Fall 2018 men’s and womenswear collections.
 

The selection aims to provide consumers with classic style at affordable prices, focusing on reimagined favorites, everyday basics and statement pieces, as well as J.Crew best-sellers including field jackets, outerwear and denim.
 
“We are thrilled to partner with J.Crew, an iconic brand our customers love, to offer Mercantile and thereby make it even easier to access great styles and premium selection,” said Amazon Fashion VP Michelle Rothman in a release. “We are focused on continually enhancing our assortment and innovating the shopping experience to enable fashion discovery and inspiration on Amazon, and we are excited about the opportunities we see ahead for customers and brands alike.”

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“J.Crew’s mission to engage our customers wherever they want to shop makes Amazon the right partner for J.Crew Mercantile,” explained J.Crew’s chief of emerging business, Aaron Rose. “Their broad-reaching shopping destination supported by our shared interest in service and convenience will introduce the initial collection of colorful everyday basics and fashion to a new audience.”
 
Ahead of the relaunch of its flagship brand next month, the opening of an Amazon storefront reflects a distinct change in strategy for the J.Crew Group. The company’s former CEO Mickey Drexler previously dismissed the possibility of selling through the e-commerce behemoth, stating that “they own the customer” at the The New York Times’ DealBook conference last year, and complaining that they could “take every bestseller and put it into their private label collection.”
 
However, the group’s current CEO, Jim Brett, who stepped into the role last July, has since been working to make the J.Crew brand more accessible in the run-up to a relaunch which – according to Brett in a recent conference call – is aiming to open the label up to new consumers through extended sizing, a wider range of price points and a revamped rewards program.
 
Amazon Fashion’s J.Crew Mercantile storefront is now live. All pieces on sale are priced at under $300.