J.Crew has quickly shut down two of its newest brands. The months-old Mercantile was a low-cost alternative to J.Crew’s main line, and was the retailer’s first and only foray onto Amazon. Meanwhile, Nevereven was only in operation for 16 days, but had a similar aesthetic to J.Crew's “successful sister brand Madewell.” It seems J.Crew is using the Madewell aesthetic for its main brand instead, hoping the minimalist style overhaul will appeal to Millennial shoppers. (Vox)
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