J. Crew Company Analysis 
I. Problem Definition
J.Crew at Stonestown mall is having difficulty targeting San Francisco State students to shop at their store, even when J.Crew offers a 15% off discount to college students. J.Crew is a very successful brand that reaches out to young business professionals; however J.Crew, specifically at Stonestown mall, is having difficulty reaching out to the college students at San Francisco State University. J.Crew believes the students at SFSU are a smart target to reach, considering the University is located right next to the Stonestown mall. Although J.Crew believes the college students are smart target to reach, many students are unaware of the student discount they offer. Looking over J.Crew’s past marketing campaigns, they have used older looking models. When doing our research, we noticed that J.Crew’s top competitors: GAP (Banana Republic), and BCBG use younger, college age range, type of models. With this is mind, we feel that the best advertising campaign is to follow their competitors and choose younger looking models, in order to reach out to the college market. J.Crew’s competitors use fun advertising methods to reach out to a younger market. We noticed in all of GAP holiday commercials, the young models are jumping around having a good time. We get a sense of fun and playful energy from the commercial, which could draw in college students. Gap also gives off a feel of comfort, casual and trendy style in clothing for the everyday college wear. We feel that if J.Crew starts advertising with younger looking models emphasizing on basic wear of a typical college student, J.Crew may have better success at reaching out to the SFSU students.
II. Advertising Objective
Our main advertising objective is to gain attention of the college students. The goal of our advertising campaign is to create interest for the brand and thus to encourage college students (the target audience) to make an initial purchase of a J. Crew products. Advertisement
J.Crew at Stonestown mall is having difficulty targeting San Francisco State students to shop at their store, even when J.Crew offers a 15% off discount to college students. J.Crew is a very successful brand that reaches out to young business professionals; however J.Crew, specifically at Stonestown mall, is having difficulty reaching out to the college students at San Francisco State University. J.Crew believes the students at SFSU are a smart target to reach, considering the University is located right next to the Stonestown mall. Although J.Crew believes the college students are smart target to reach, many students are unaware of the student discount they offer. Looking over J.Crew’s past marketing campaigns, they have used older looking models. When doing our research, we noticed that J.Crew’s top competitors: GAP (Banana Republic), and BCBG use younger, college age range, type of models. With this is mind, we feel that the best advertising campaign is to follow their competitors and choose younger looking models, in order to reach out to the college market. J.Crew’s competitors use fun advertising methods to reach out to a younger market. We noticed in all of GAP holiday commercials, the young models are jumping around having a good time. We get a sense of fun and playful energy from the commercial, which could draw in college students. Gap also gives off a feel of comfort, casual and trendy style in clothing for the everyday college wear. We feel that if J.Crew starts advertising with younger looking models emphasizing on basic wear of a typical college student, J.Crew may have better success at reaching out to the SFSU students.
II. Advertising Objective
Our main advertising objective is to gain attention of the college students. The goal of our advertising campaign is to create interest for the brand and thus to encourage college students (the target audience) to make an initial purchase of a J. Crew products. Advertisement