J.Crew Group has named Johanna Uurasjarvi as Chief Design Officer, where she will be in charge of overall design direction for the J. Crew brand along with Crewcuts and Mercantile. The company’s growing Madewell chain has its own design team.
Uurasjarvi is tasked with winning back shoppers to a brand that has done poorly in retaining them in recent years. J.Crew sales decreased 7% to $391.9 million in Q1, with comparable sales dipping 6% following a decrease of 11% in Q1 last year.The fashion retailer has struggled for the past few years due to a slow reaction to changing trends and a perception that prices were no longer in sync with quality.
Turnover at the C-level accompanied the declining sales and traffic. Longtime CEO Mickey Drexler, who helmed J.Crew during its rise in popularity in the 2000s, stepped down in June 2017, two weeks after admitting that he underestimated the role technology would play in retail.
Much of this turnover has occurred at the top…