TORONTO – American retailer J. Crew is bringing its twist on classic fashions to the Canadian market with the opening of its first international store in Toronto, along with aspirations to expand further within the country.
The company debuted with the mailing of its first catalogue in 1983, opening a flagship store in New York six years later.
Merchandise became available to shoppers in Canada in 1991 through the catalogue. But the opening of the spacious 465-square-metre location at Yorkdale Shopping Centre on Thursday is the first outlet outside the U.S.
The new store carries women’s apparel, footwear, bags and accessories. J. Crew president and creative director Jenna Lyons said they are looking at other locations for both men and women, but said the current space wasn’t big enough to house both collections.
The Toronto location features the fall collection which Lyons said was inspired by the ladylike glamour, styling and tailoring seen in films like “Bonnie and Clyde” and “The Great Gatsby.”
Pops of crimson and leopard print adorn shirts, shoes and scarves within the range. An array of staple separates includes button-down shirts, knits, blazers, pencil skirts, tailored pants, capris, pleated dresses and trench coats. Boots, wedges, heels and ballet flats are among the footwear selections on offer.
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Lyons said the retailer thinks of itself as a company rooted in classic clothes with a twist, and finds customers typically bring their individual sense of personal style to the forefront.
“For me, it’s about that sort of classic element you can make your own,” she said in an interview.
“We’re not looking for you to dress head to toe J. Crew – although, of course, we would love it if you did. But that’s not what our expectations are. We love customers who put their own spin on things.”
Michelle Obama – arguably the retailer’s most famous customer – has been spotted wearing cardigans, skirts and other items from the chain.
In addition to helping raise brand awareness, Lyons said the wife of U.S. President Barack Obama captures the essence of personalized style.
“She’ll wear an Alaia skirt with a J. Crew cardigan, and I think that really says to people you can mix it in with your own clothing,” Lyons said. “It says to people who have more money ‘You can wear J. Crew,’ and it says to people who don’t have as much money that it’s not about wearing head-to-toe anything. You can mix it up and do whatever you want.”
“It’s not about a demographic, it’s not about a specific person, it’s not about a specific style – it’s about having your own style and liking a piece,” she added. “That’s a great entry point for a lot of people.”
J. Crew’s arrival in Canada follows what has been a steady influx of high-profile U.S. chains setting up shop on this side of the border.
Lingerie chain Victoria’s Secret and off-price retailer Marshalls have both opened for business in Canada within the past 12 months. Minneapolis-based discount retailer Target is expected to open its first stores in Canada by 2013.
Lyons said they had been doing research in Canada for the past couple of years and noted the similarities with the U.S. market, particularly Manhattan. Lyons said they are “incredibly inspired” by the marketplace in Canada and looking forward to seeing more locations, but didn’t offer specifics on where the next stores may be.
J. Crew’s plans to expand didn’t waver even in light of the ongoing fluctuations in the economy, said Lyons.
“Not that we don’t think about what’s happening in the economy, but for us, where we’re concerned is: ‘Is the customer there? Will they understand our brand? Will they be receptive to our brand? Do they know who we are? Do they care who we are?'” she said.
“Our business right now in the United States is healthy even though things right now are challenging,” she added. “No matter what happens, we have to just continue doing what we’re doing and just keep pushing forward.”
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