J.Crew launches fashion app giving 2-day heads up on product launches

Fashion app - Model on phone

The application is a spinoff of the brand’s Passport loyalty program that began in August 2022.

J.Crew is rolling out the next step in its Passport loyalty program that started in August 2022, by now taking a mobile commerce approach with a fashion app that will provide users with a number of shopping advantages.

The application first launched on Monday and was based on the brand’s customer behaviors.

The fashion app’s inspiration came from the retailer’s customer behaviors, said Derek Yarbrough, J.Crew CMO. In the last year, over two out of every three online store shoppers came from mobile devices.

Fashion app Image of J.Crew Store
Credit: Photo by depositphotos.com

Beyond the convenience of personalized product recommendations and a faster checkout process, one of the top app features is that it provides users with two days’ notice in advance of any new launches and collaborations. The first of these notifications will occur in July, when there are two collection launches slated to take place. These collections will launch two days ahead of time on the application, even ahead of the official website and the stores themselves.

The fashion app brings together the J.Crew loyalty program and its mobile commerce strategy.

“We launched our J.Crew Passport loyalty program in the last couple of years, and we have seen a lot of success there,” explained Yarbrough. “This app is an extension of that program to drive adoption from our most loyal customers, while also appealing to a new customer doing the majority of their shopping online.”

The brand is now promoting the new application across all its primary marketing channels, including on social media, email, SMS, and signage posted in its brick-and-mortar stores. M-commerce is becoming a growing component of the retail landscape and is now aligned to comprise over 40 percent of all transactions in the United States.

The new fashion app is among the most recent strategies J.Crew has deployed under Libby Wadle, the CEO who took the position in 2021. Throughout this time, Wadle has rolled out J.Crew and Madewell loyalty programs, has brought in designers Olympia Gayot and Brendon Babenzien, and has recently launched a virtual store. That said, the company has also recently announced upcoming widespread staff layoffs.

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