J. Crew, also known as J. Crew Group Inc., is a private label company known for its trendy but expensive preppy clothing. Essentially, the company was owned by the Cinader family for most of its history. Mitchell Cinader and Saul Charles founded the company in 1947. It was originally known as Popular Merchandise Inc., doing business as Popular Club Plan, of which Mitchell's son Arthur was the overseer . The company sold women's clothing through in-home demonstrations. In the early 1980s, Cinader and Charles observed catalog retailers such as Land's End, Talbots and LL Bean reporting increased sales. With the intention of increasing sales and replicating the success of these well-known companies, Popular Club Plan launched its own catalog (http://www.fundinguniverse.com/company-histories/j-crew-group-inc -history/). Thanks to this innovation aimed at stimulating sales, the Club Populaire began to find its brand image. The company focused on casual wear aimed at upper-middle-class customers, seeking the Ralph Lauren look at a much lower price. The company's merchandise style was a combination of Ralph Lauren, for the high end, and Limited, for the low end. Popular Club wanted to signify a "preppy spirit", in doing so they renamed the operation J.Crew. In January 1983, the company sent its first catalog to its customers (http://www.fundinguniverse.com/company-histories/j-crew-group-inc-history/). This will be the start of a thriving business. Over the years, J. Crew's catalog has incorporated a unique look featuring young and attractive models having fun in different attractive backgrounds. The photographs in the catalog appeared to have been photographed at a party with friends. Most of the photographs taken featured the same...... middle of paper...... fashion industry. I believe that with all of their marketing tactics and great leadership, they will continue to thrive. Although I am not a customer of the brand, I found great interest in completing this product to explore, develop and expand my fashion within the brand. The company has seen a steady increase in sales and if they continue to use their business plans wisely, I believe they will continue to increase. I would suggest that they incorporate more diversity into their advertising and campaigns to reach different ethnicities if they want to continue to grow. . Additionally, the stores, especially the one in Willow Grove, Pennsylvania, are very large and spacious. Upon entering the store, it is mainly women's clothing and accessories, as well as men's. Perhaps the company could integrate more of its products there, to offer consumers a greater assortment of products..