J. Crew changes its creative director

Here’s a recent comment from RetailWire about Mickey Drexler’s decision to replace Jenna Lyons, the longtime creative director of J. Crew, in light of a continuing sales slump:

Product development is the lifeblood of a brand like J. Crew. There is no question that the company’s merchandise assortments lost their way for the past several years, and Mr. Drexler has been frank about design mistakes in his public statements about J. Crew’s sales problems. While retailers are chasing the success of fast fashion stores like Zara and Forever 21, these tactics may not be right for J. Crew’s preppy brand identity and higher-end positioning.

As to the change in creative directors (after many years where Ms. Lyons’s efforts were instrumental to the company’s success), I guess it’s like a baseball team: If you’re the owner or the GM, it’s easier to fire the manager instead of all the players.

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