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J. Crew reportedly has a new plan to attract younger female shoppers

J. Crew Group has set its sights on the next step in its recovery strategy.

The retailer is preparing to unveil a new brand designed to appeal to a younger female shopper — even younger than those who already shop at the company’s existing banners, according to Bloomberg.

CEO Jim Brett said in a Bloomberg TV interview, “We see ourselves as having more than two brands. In fact, we’ll be announcing one new brand this year. It is aimed at women, and it’s younger than any of our existing brands.”

The new brand is J.Crew’s latest move in its turnaround strategy. Other efforts included the relaunch of its namesake brand which now offers more size options, as well as the success of its Madewell banner. The retailer also opened a dedicated storefront on Amazon that features a curated selection of its less expensive J.Crew Mercantile brand.

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