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Branding Expert: J.Crew's Move From Down-to-Earth Clothing Line to Exclusive Cult Brand Was an Epic Fail

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Here, Paris-based branding consultant Bolanile Maté  talks about the mistaken repositioning methods of Jenna Lyons, creative director and president of J.Crew, when she recently tried to take the bare-bones, traditional clothing line into more of a cult brand. But J.Crew is not a cult brand like Apple is today, she says. 

Watch the video to learn why this particular branding move was a mistake for J.Crew. 

Related: Heritage Branding Isn't About Having Centuries of History. It's About Telling Your Story.