J.Crew Mercantile, explained

Having worked for two J.Crew stores over the course of three years, I’ve learned that J.Crew is a retail staple in big cities, as are factory stores in outlet centers. There’s a new J.Crew store on the block though, called the J.Crew Mercantile that has popped up in Dallas, TX, Athens, Ga., and six other locations across the United States. I’m here to help you understand what it’s all about.

First things first, understanding what the two longtime stores under the J.Crew name are. My best explanation is:

J.Crew Retail Stores

Found in malls and higher end shopping centers, with flagship stores in largely populated cities. Here you’ll find high quality product, design and service, with a sometimes steep price tag. Most of the time, the price reflects the quality and craftsmanship or where the clothes are made (like Italy). You can find J.Crew line products, J.Crew Collection, and their In Good Company collaborations with like-minded brands.

J.Crew Factory Stores

Mostly found in outlet centers or malls and known for the J.Crew aesthetic for less. Here you can usually find last season’s designs made in lesser quality materials or with difficult design aspects minimized. You can always find the same basics as the regular J.Crews, also. There are always promotions going on, no matter when you’re in the store.

J.Crew Mercantile

Now you have J.Crew’s interesting new concept, the Mercantile stores. The about page on the J.Crew website lets us know that the Mercantile store is essentially factory outlet product, but the new stores are located in places besides outlet centers and malls. They’ll carry the same product lines and level of quality, but they’ll be located in strip malls and shopping centers that are located in easier-to-reach spots.

I definitely appreciate the closeness and convenience, but I suppose I had hoped for a different shopping concept. I can get the lesser quality product online and after a trip to the outlets, but I think J.Crew had a ton of options to consider, and all the Mercantile seems to be is a factory store renamed.

J.Crew had a tough year all around.

The J.Crew shopper has realized that they can get a lot of the same product that the retail sites carry in the outlet stores. Basics, suiting pieces and even some more trendy styles are available the same season or just a season after they can be picked up at the mall. In addition to that, shoppers have pulled away from the classic and preppy look that J.Crew epitomizes, and the brand has failed to follow suit (although I wouldn’t want them to, to be honest).

Throw in having to lay off 175 employees and a social media scandal, and 2015 was less than choice for the retailer.

So it seems to me (J.Crew failed to comment), that with a tough year, they have taken steps to rebrand and give us J.Crew lovers something new to get excited about: less expensive, yet still J.Crew-esque styles, just a short drive away.

I’ll say I’m excited for the new store and will be one of the first in the door, but I think with all of the leverage this retailer has over our fashion decisions, there was so much more they could’ve given us with this rebrand.