J.Crew has released its Tiny Rollneck jumper, with the campaign fronted by It girl Emma Chamberlain.
It’s a smaller and cropped version of its “biggest icon”, the Rollneck. The campaign, which has a retro tech theme, and the product are meant to appeal to Gen Z. However, in doing so, the brand has alienated its core audience, who want more heritage styles rather than Aritzia-esque clothing. One person commented: “Love Emma, but for J.Crew this marketing is giving Urban Outfitters, Cotton On, Hollister vibes. Not the legacy/essence of J.Crew. Sad, really.”
There’s also the question of who wants a cropped jumper, particularly when Gen Z and Gen Alpha are prioritising baggy clothing and low-rise jeans, according to Substack writer Casey Lewis.
CORQ’s trends editor Caroline Edwards breaks down the J.Crew campaign.
@corq.studio J.Crew’s campaign with Emma Chamberlain for its Tiny Rollneck jumper is dividing its core customers, with many questioning the direction of the brand and the cropped shape of the garment. Who is it for? Similarly, there’s been disappointment with Sezane’s rebrand this week #jcrew #emmachamberlain #fashionmarketing #marketingtips #marketingstrategy
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