J.Crew Mercantile, J.Crew Group Inc.'s newest brand venture, opened its first store July 22 in the Shops at Park Lane in Dallas. Speculation surrounding how the Mercantile will differ from other J.Crew stores has swirled since the company announced the arrival of the "initiative" earlier this month.
For J.Crew fanatics waiting to determine whether the new store is worth their while, here are the five differences that make J.Crew Mercantile different from J.Crew and J.Crew Factory (known by some as "the outlet").
Location
One of the most prominent differences between J.Crew Mercantile and J.Crew Factory stores is the fact that it's not in an outlet mall. This is the reason the company says it branded the store with a new name.
J.Crew Mercantile employees say the store is essentially the same as any J.Crew Factory, but it's conveniently located in shopping centers, as opposed to outlet malls.
But that's not entirely true...
Petite shop
J.Crew Factory stores don't sell clothing from the women's Petite Shop, but the Mercantile does. Though this isn't exactly groundbreaking, it does mean that women who regularly buy from the Petite Shop at J.Crew stores now have a lower-priced alternative. Considering how some women have lately been avoiding J.Crew, says the Wall Street Journal, this was likely a smart move on the company's part.
Clothes for preppy kids
Another section is Crewcuts; but this one is for preppy tots. The Crewcuts line, like the Petites Shop, is available in J.Crew stores but not in the Factory shops. This offers an alternative for parents who just have to dress their children in chinos and button-downs but don't want to pay full price.
Quality
The quality of the merchandise sold at J.Crew Mercantile is the same as that of the Factory stores. That is, the garments aren't quite as luxe as those sold at J.Crew. Styles made exclusively for Mercantile and Factory stores will be merchandised next to "knockoff" garments -- select styles from J.Crew stores reproduced with slight alterations like cheaper fabric and a new style name. According to a J.Crew Mercantile employee, the company has a different designer for its Mercantile and Factory chains than it has for the regular J.Crew stores. This hasn't been confirmed, but it is plausible considering the difference in merchandise.
The name
Really, this last one is what J.Crew is banking on: the fact that the name J.Crew Mercantile will imply exclusive designs and J.Crew-quality clothes available at a better, more convenient shopping experience. That's only mostly right. For J.Crew-quality clothes, you'll still have to go to J.Crew.
Still, shoppers will believe the implications to be true. A tip of the hat to you for the cunning branding technique, J.Crew. Just hope shoppers don't get wise.
The bottom line
J.Crew Mercantile is more like J.Crew Factory than traditional J.Crew stores, but it has a few things the Factory chain doesn't, and it's now in a shopping center near you.
