Chapter 3. J.Crew Rebuilds its Web Presence with the ATG Dynamo Suite

New York City-based J.Crew was first launched in 1983 as a mail-order company offering a line of men's and women's clothing, shoes, and accessories. The products sold by J.Crew are designed by an in-house staff and produced by third-party manufacturers in more than 30 countries.

The J.Crew brand quickly gained popularity for its subdued, classic style, along with the high quality of the clothes. J.Crew has proceeded to leave its mark on American casual dress by designing the first stone-washed chino pants, the roll-neck sweater, and the solid cotton pocket tee shirt in a wide range of nontraditional colors. These designs—revolutionary when introduced to consumers—have become staples of American sportswear, and J.Crew's colorful catalog, with its magazine-style photos, has become a mainstay among shoppers interested in fashion that withstands fluctuating fads and current trends.

Over the years, growth has been staggering for the company. It now distributes more than 80 million catalogs a year worldwide and has also developed into a major player in the brick-and-mortar space, with more than 150 retail and outlet stores. Sales are driven even further by its highly successful online store—jcrew.com. Today, with more than $800 million in annual sales, the company attributes its success to its customer-focused business model that fortifies customer loyalty through various integrated sales channels. Under its vision of One Crew, the company strives to bring value through a synergy between its brick-and-mortar locales, its paper catalogs, and now to the Web, with its jcrew.com Web site (Figure 3.1).