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Sid Sekhar # 8690712 Myers Park High School March 19, 2013 J.Crew Group, Inc. Can J.Crew improve their market share by catering to an older, wealthy customer base rather than a young, trendy customer base? Business & Management Internal Assessment Standard Level Word Count: 1500 Acknowledgements I would like to thank Mrs. Pugsley for her dedication and generosity during this period and I appreciate her help. Table of Contents Written Commentary……………………………………………………………………4 Bibliography…………
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    Sid Sekhar # 8690712Myers Park High SchoolMarch 19, 2013 J.Crew Group, Inc.Can J.Crew improve their market share by catering to an older, wealthy customerbase rather than a young, trendy customer base?Business & anagement Internal !ssessment tandard #evel Word Cou! 100    !cknowledgements $ %ould like !o !hak Mrs& Pugsley 'or her dedica!io ad geerosi!y durig !his (eriodad $ a((recia!e her hel(&    $able o% Contents Wri!!e Co))e!ary**************************+i-liogra(hy*****************************&8.((edi/******************************&&&9    ritten CommentaryIntroduction' &Cre% rou(, $c& )arke!s seeral lies o' clo!hig !hrough dis!ic!ie ca!alogs, a chaio' re!ail s!ores ad !he co)(ay %e- si!e4&  1 5he co)(ay %as 'ouded i 19+7, !he ko% as Po(ular Merchadise, $c& &Cre% has )ore !ha 360 re!ail ad ou!le! loca!ios i !he i!ed S!a!es ad Caada& Curre!ly, i!s larges! de)ogra(hic is %eal!hy 2+ year old )ales ad 'e)ales ho%eer !hey hae -ee largely aliea!ig !heir cus!o)er -ase %i!h !redy 'ashios ad high )arku( (rices& $ !he 'ollo%ig discussio, SW5 ad P:S5 aalyses %ill -e used !o e/a)ie !he s!reg!hs, %eakesses, ad o!her as(ec!s o' !he co)(ay i order !o de!er)ie !he -es! (a!h 'or &Cre% !o !ake i order !o icrease )arke! share& .alysis regardig orgai;a!ioal s!ruc!ure %ill addi!ioally (roide isigh!o (as! 'ailures o' !he co)(ay ad (roide (ossi-le solu!ios 'or a success'ul 'u!ure& !nalysis and (iscussion' His!ory &Cre% %as icor(ora!ed i 19+7 as Po(ular Merchadise ad s(eciali;ed i lo%(riced %o)e4s clo!hig& Wi!h !he e/a)(le o' co)(aies such as <&<& ea, 5al-o!s, ad <ads4 :d, Po(ular Merchadise is!a!ed i!s o% ca!alog serice i res(ose !o !he success o' !hese co)(aies& 5he co)(ay 'ocused o a =al(h <aurees>ue look, !arge!ig a u((er)iddleclass )arke!& 5he srcial a!)os(here o' &Cre% %as (re((y, hece kee(ig !he a)esake o' !he s(or! o' cre%& 5hrough !he 1980s, !he co)(ay released ca!alogs de(ic!ig arious youg )odels e?oyig a arie!y o' ac!ii!ies, adoredi &Cre% clo!hig& @urig !his !i)e, gro%!h %as e/(losie A !%e!y'ie !o !hir!y  (erce! a year4, accordig !o 'ouder Ciader& 5hroughou! !he re)aider o' !he decade, &Cre% co!iued i!s success rea(ig aual sales o' B100 )illio dollars 2 & 'or!ua!ely, !his (ros(eri!y did o! las! i !he 'all o' 1988, sales -ega !o declie ad i 1989, !here %ere ru)ors cocerig !he closure o' !he co)(ay& $ order !o co)-a! !he declie i !he ca!alog )arke!, &Cre% e/(aded i!o re!ail& .! !his  (eriod, &Cre% hired .rold Cohe, %ho had (reiously %orked 'or ucci4 3 & 5his ca -esee as !he 'irs! is!ace i %hich a co!e)(orary i)age had -ee es!a-lished i !he co)(ay &Cre% -elieed !ha! co)(e!ig %i!h 'ashioa-le -rads such as .-ercro)-ie ad i!ch, Cali Dlei, ad uess %ould i)(roe !heir )arke! share ad sales reeue !ha! !hey had largely los! i !he la!e 1980s& . chie' e/a)(le o' such a shi'! i i)age ca  -e e/(laied -y !he e/a)ia!io o' !he 'all 199 &Cre% ca!alog& 5he )odel o !he coer is see s(or!ig a -lack lea!her ?acke!, loose -lack (a!s, ad -lack shoes such clo!hig is 1   E& Cre% rou(, $c& His!ory&E  History of J. Crew Group, Inc. – FundingUniverse & F&(&, &d& We-& 1 Mar& 2013& 2 E& Cre% rou(, $c& His!ory&E  History of J. Crew Group, Inc. – FundingUniverse & F&(&, &d& We-& 1 Mar& 2013& 3   E& Cre% rou(, $c& His!ory&E  History of J. Crew Group, Inc. – FundingUniverse & F&(&, &d& We-& 1 Mar& 2013&
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