J.Crew今年秋天將在倫敦開設首間店鋪，但在那之前它做了許多預告活動，包括這個週末在國王十字路口開始的48小時限時展售商店(快閃商店)。

據『衛報』報導，Crewcuts品牌是限時展售商店很重要的一部分。Crewcuts是J.Crew鎖定孩童為目標市場的品牌，自歐巴馬總統的女兒們(Sasha and Malia)於2009年在總統就職典禮上穿著該品牌的大衣後，該品牌就有顯著的成長。

在限時展售商店中，Refinery29.com品牌讓顧客採購夏季單品，並在Central St. Martins隔壁，即倫敦中央藝術大學藝術與設計學院中預覽2013年的秋季單品。J.Crew的創意總監Jenna Lyons和Vogue時尚網談到，作為學校的合作夥伴，該學院修習MA針織設計專業的學生將設計喀什米爾單品，而Lyons會選出她最喜歡的作品，並以全球生產的方式在店面即網路銷售，而獲獎學生也將參與整個生產製造過程。

當然，Lyons是這些學生應密切關注的人物。據報導，她重塑了J.Crew品牌，包括重新設計販售的服，統合零售、目錄、網路通路，並重新設計J.Crew品牌商店和市場營銷策略。無論她做了什麼，似乎都已奏效。J.Crew現在擁有著$ 2.2億美元的收入。

J.Crew is opening its first shop in London this fall but it is doing plenty beforehand to up its profile there, starting with a 48-hour pop-up shop this past weekend in King’s Cross.

A prominent part of the shop was given to Crewcuts, the arm of J.Crew targeted toward kids, which has grown since President Obama’s daughters, Sasha and Malia, both wore the brand’s coats to his inauguration in 2009, according to the Guardian.

The popup shop, which Refinery29.com reports allowed customers to shop the summer collection as well as preview the fall ’13 collection was located next to Central St. Martins, which houses the University of Arts London’s Central School of Art and Design. As part of the partnership with the school, J.Crew Creative Director Jenna Lyons spoke with the college’s MA knitwear design students last week, Vogue.com reports. Each student will design a cashmere piece and Lyons will select her favorite, which will be “put into production globally, selling the pieces in stores and online,” the site notes, with the winning student going through the entire production process.

"We wanted people to have a personal connection to us," said Lyons, Vogue reports. "We want people to have a point of view, that's what Central Saint Martins cultivates. If you never expand your world and push the boundaries of what you can do, it's hard to carve your piece." The clothing brand is also handing out a full scholarship to a Central St. Martins MA student for the next three years.

Lyons, of course, is the person these students should be paying close attention to. She’s the one who remade the J.Crew brand not just by redesigning the clothing it sold, but by bringing together the retail, catalog and online units as well as redesigning J.Crew’s stores and marketing strategy, the Guardian reports.

Whatever she did, it appears to have worked. J.Crew now has revenue of $2.2 billion.

摘譯自BrandChannel：

http://www.brandchannel.com/home/post/2013/05/27/JCrew-London-052713.aspx

參考資料來源

1. http://womany.net/read/article/517
1. http://womany.net/read/article/517