R.F. Kenmore
@rfkenmore • 80,733 subscribers
Menswear industry insider. Hotel bar evangelist. IG: https://t.co/4nDPEcAHuG Email: [email protected]
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Latest J.Crew campaign looks like their 90s catalogues mashed with a teen streaming show like Outer Banks or TSITP The thing I keep wondering about them is how they’ve leaned on the prep catalogue aesthetic of eras past. Is this the key to growth? Do American shoppers today want northeast bubble culture enough for it to drive commercial success? A&F has notably not clung to their 90s/00s identity, transitioning into a world of faux-tree camo, sporty and rich lookalikes, and sweat sets. This paid off American Eagle has been sort of saved by Aerie, which succeeded by positioning as Gen-Z Victoria’s Secret (IMO) Gap on the flip side is seeing a turnaround of its own, returning to their dance-ad roots — but only emotionally, as their distinctly TikTok generation feel is not the Gap aesthetic of the 90s. (This thanks to former Aritzia CMO and former Yzy Gap creative lead) While J.Crew’s prep catalog aesthetic revival may reinforce brand heritage —something the brands above haven’t been precious with — I can’t help but wonder if what they’re reaching for still exists
R.F. Kenmore80,972 次观看 • 3 个月前
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