Brick & Mortar vs. Multichannel Marketing Concepts

•J.Crew’s website offers consumers a similar vibe and experience as to what they would receive in stores. The company which in the last few years has reinvented themselves as a semi-high fashion yet affordable retailer truly conveys this both in their site aesthetic and service.

•Both their site and stores are designed around a black and white theme allowing the clothes to be the pop of color.

•On their site, they use playful fonts to add a less serious vibe and also cute tag lines such as, “The Latest and Greatest.”

•In stores, the add a similar playful vibe by merchandising with vintage books, vases and prints.

•J.Crew prides themselves on their customer service and personal shopper program. This program is also available online via web-chatting.

•J.Crew’s stores are merchandised by departments such as Women’s, Men’s, Crew-Cuts, Accessories and Shoe Salon. This is also done on their website via different tabs for each category.

•Merchandising is done via color story in-stores to show what their design focus is for the month. The website also features color focused look books on the homepage for example, “White-Out.”

•J.Crew Collection and Bridal are two more expensive lines which are both housed in their own locations. This is also true on the website where J.Crew Collection and Bridal have their own pages.

•The stores are also merchandised to convey a boutique atmosphere but have many programs pulled out for example Linen Tees. Similarly on the site, you can shop both full looks or by category.

•The company advertises in many high-end magazines such as Vogue, Elle and Harpers Bazaar. Also, they use social media tools to push promos such as 30% off sale items.

•The majority of J.Crew’s promos are eligible both in-stores and online. But there are some advertisments geared towards pushing consumers into either retail or the website.