At a time when many clothing retailers are struggling to profit and resonate with young consumers, Madewell has risen through the ranks and is seeing a huge growth in sales.

At a time when many clothing retailers are struggling to profit and resonate with young consumers, Madewell has risen through the ranks and is seeing a huge growth in sales. J.Crew’s daughter company is geared towards the “modern city girl who has that easy tomboy chic about her” and carefully targets that specific demographic on social platforms, giving shoppers a sense of an all-encompassing lifestyle rather than just products. Having a real origin story that “wasn’t cooked up in a marketing meeting” has also worked for the brand. Compared to Urban Outfitters and American Apparel, which now feel sleazy to some, Madewell gives off authenticity and “vintage-ness” that feels “like it’s been around forever.” (Digiday)