J.Crew CEO Mickey Drexler Says the Brand Will Not Pursue the Athletic Trend and Sportswear

Sportswear has undoubtedly been a dominant theme throughout men’s fashion in recent times. However, Mickey Drexler, the CEO of American multi-brand and retailer J.Crew, announces that the company will not enter the currently trending sportswear and athletic apparel market. Drexler states that J.Crew has considered making athletic and yoga apparel, referencing products made by Under Armour and Lululemon, which have become increasingly popular in recent times as consumers incorporate athletic apparel into their everyday clothing rotation. This growing trend represents an opportunity for the established American brand; however, after a thorough internal analysis, Drexler has decided that J.Crew does not currently have the resources and capabilities to actively compete in the athletic apparel industry in a cost-effective manner in order to charge a premium price. J.Crew has long been established as a pioneer of premium quality casualwear and will continue to differentiate itself as a brand in that manner. Read the full feature over at the Business of Fashion.