01 Corporate Social Responsibility of jcrew
02 - 04. Research
05 - 06 Target audience
07 solution 1
08 solution 2
09 - 10. Recommendation Strategy
11. appendix
JCREW CASE STUDy
Corporate Social Responsibility of J.Crew
J.Crew is an American clothing and accessories brand known for its classic style with a modern twist. Founded in 1983, the brand is renowned for its high-quality fabrics, timeless designs, and attention to detail. Over the years, J.Crew has become a staple in the fashion industry, offering a wide range of products from casual wear to formal attire. J.Crew takes many initiatives towards sustainability and uses their platform for good. A specific way that J.Crew approaches corporate social responsibility is through their use of fair trade textiles, especially cashmere and cotton.
Where do they source their materials?
"Sustainability is ingrained into who we are, which our shoppers know and love. Today, over 80 percent of our material footprint is from natural fibers like cotton, man-made cellulosic fibers, wool and leather. We believe natural fibers are the right place to continue focusing our attention." - LIZ HERSHFIELD
SVP HEAD OE SUSTAINARII ITY ICREW GROUP
J.Crew Cashmere
Sourced from over 1,000 farms in Inner Mongolia, all certified to The Good Cashmere Standard
Since 2021, 100% of J.Crew’s cashmere sweaters and non-apparel products have contained certified cashmere
Women’s Empowerment Program in partnership with the Sustainable Fibre Alliance (SFA) to support nearly 1,000 female herders and their households in Mongolia.
In 2022 J.Crew launched the First Model Farm program in partnership with The Good Cashmere Standard
By 2025 all woven products will be The Good Cashmere Standard-certified cashmere
J.Crew Cotton
Cotton makes up 64% of J.Crews fiber footprint
Have reached approximately 70% of their goal to source 100% of cotton fibers sustainably
Investing in regenerative cotton programs that promote environmentally friendly agricultural practices worldwide
Increasing the usage of organic cotton and transitional organic cotton to support farmers in transitioning to sustainable practices.
Better Cotton Initiative
Their utilization of recycled cotton supports circular economy principles, addressing waste issues across the apparel industry
Dedicated to not only transforming their cotton sourcing practices but also driving positive change within the broader textile industry
Target Audience
Age: 22-25, female
Location: Urban
Income Level: Middle class
Demographics: Single or in a relationship, business women, college-educated, disposable income
Psychographics: Values quality and style, have a on-the-go lifestyle, independent, values sustainable business practices.
Behavioral Characteristics: Tend to shop strategically with intent of the quality. Are tech-savvy where they gain influence on styling through social media.
Goals and Motivations: Just graduated college and entering the work force. Looking to elevate her style for the corporate world while also being trendy with timeless pieces.
Solution 1
wool sourcing
Only 21% of J.Crews wool is sustainable yet “Wool makes up four percent of J.Crew’s fiber footprint, and is one of the main materials used in the production of sweaters and outerwear products.”
Work with wool farmers and source only materials approved by the Responsible Wool Standard
Partner and source wool from The New Zealand Merino
Source wool that follows The ZQ Grower Standard
Work with sheep farmers to ensure they have an ethical work environment
Solution 2
Expand mission, vision, and Value statement
JCrew has a strong Mission, Vision, and Value Statement on how they want their customers to feel in the clothes they present each season.
They have a strong sense of style and provide the selections of what they offer to their customers.
However, they show the sense of quality they offer but they can expand upon the how they are ensuring their quality with the sustainable efforts they are making inside their brand.
Recommendation Strategy
wool sourcing
J.Crew can maximize their corporate social responsibility by sourcing 100% of their wool ethically.
J.Crew has been in the process of having their key fabric fibers 100% sustainably sourced by 2025. In 2022, they made huge progress to where 60% of their fibers have become sustainably sourced.
Wool and Cashmere are the two main fabrics that are used when in creation of sweaters and outer wear for J.Crew. However, Cashmere is 100% sustainably sourced for J.Crew, but Wool is only 21%.
Being that Wool is sourced from animals such as Cashmere, J.Crew needs to implement the same measures they did with Cashmere into the sourcing of Wool.
For Cashmere J.Crew in 2022 launched a partnership with The Good Cashmere Standard.
The Wool J.Crew uses is 54% Conventional Wool, 9% Recycled Wool, 10% Responsible Wool, 3% Alpaca Wool, and 24% Merino Wool.
J.Crew can collaborate with suppliers like the New Zealand Merino Company, who adhere to rigorous ethical and sustainability standards such as the ZQ Grower Standard.
Partner with the ZQ On Farm team to gain insights into the challenges faced by wool farmers and understand the current world of sustainable wool production. By working directly with farmers, J.Crew can tailor their sourcing strategies to address specific needs and concerns.
They can also provide education and training programs for wool farmers to ensure both human and sheep are taken care of
Partner with Federated Farmers “New Zealand’s leading independent rural advocacy organization. The federation’s aim is to add value to the business of farming for members and encouraging sustainability through good management practice.”
