J. Crew plans new brand for younger women

J. Crew Group will unveil a new brand to appeal to a younger female shopper as the preppy clothing retailer seeks a broader audience for its recovery strategy.
“We see ourselves as having more than two brands. In fact, we’ll be announcing one new brand this year,” CEO Jim Brett said on Bloomberg TV. “It is aimed at women, and it’s younger than any of our existing brands.”
He declined to provide further details.
J. Crew is trying to bounce back from years of lackluster sales. It’s in the midst of remaking its main brand to focus on diversity by offering more size options.