Madewell
Madewell is a retail store that is part of the J. Crew Group. The company originally
began as a denim work wear manufacturer in 1937. This is something they claim proudly
and state that it gives them more experience in the denim market. It is also posted on their
website under “All About Madewell.” Unlike J. Crew, Madewell targets young adult women
from 21 to 30 years of age. However, when browsing through their product selection, it is
obvious that the two companies have a similar take on producing casual American staples.
Madewell operates 29 stores from coast-to-coast and plans on opening two more (one in
Illinois and another in Michigan). Primarily, most locations are found on the east coast.
However, there are five locations in California alone. I believe that this is because California
is one of the foremost locations of style innovation. Young adults here see fashion as a form
of art and are eager to wear their own creations. Most of the states with Madewell locations
have a similar climate: cold, snowy, and harsh during winter. This is reflected in Madewell’s
primary product selection of sweaters, jackets, and boots.
Target Customer
The Madewell customer is described as a younger market than J. Crew. However,
Millar Drexler (the CEO and chairman of the J. Crew Group) has been quoted as saying that
the target market is “skewed younger, but not teenage.” The company does not believe that
a specific age group is an accurate target market description for their customer base. She is
educated with a Bachelor’s Degree (or higher) and works in a creative career field. She
probably makes a moderate income and lives in a colder, east coast climate.
As opposed to many of the other stores targeting a similar market, Madewell
emphasizes key staple, classic, and of-quality items. Return shoppers of Madewell value
timeless and ageless casual merchandise. She likes clean lines, modern silhouettes and cuts,
and an affordable price range. When shopping, the customer can feel satisfied buying one
or two items and she does not feel the need to overspend. This is good because that leaves
the consumer satisfied and with a desire to return.
Key Classifications
Classification
Shirts and Tops
Sweaters
Tees and Tanks
Dresses
Skirts
Denim
Pants and Shorts
Jackets
Shoes and Boots
Jewelry
Accessories
Sub-Classes
Blouses, Chambray & Denim,
Ex-Boyfriend Shirts,
Shrunken Boyshirts, Other
Boyshirts, Tanks & Camis
Pullovers, Cardigans,
Cashmere
Tees, Tanks & Camis,
Sweatshirts & more
Shirtdress, Waist Defined,
Shift, Other
No sub-classes. Mostly loosefitting and mid-thigh length
and longer.
Rail Straight, Skinny Skinny,
High Riser, Widelegger,
Bootlegger, Vintage Rocker,
Legging Jeans, Boyjean,
Chimney, Slim Selvedge,
Shorts, Shirt Stories, Blank,
Chimala
Pants, Shorts
No sub-classes. Range from
blazers to ponchos to
peacoats and leather jackets.
Boots, Shoes, Oxfords, Flats,
Pumps & Heels, Clogs,
Sneakers, Weather Boots
Necklaces, Bracelets,
Earrings
Bags, Scarves, Hats, Gloves,
Belts, Socks, Eyewear,
Intimates, Cool Finds
Price Point
$68 - $200
$68 - $250
$18 - $88
$78 - $265
$78 - $375
$59 - $200
$30 - $200
$88 - $500
$40 - $350
$18 - $200
$12 - $235
General Major Trends
Apparel

Peplum Skirt

Pleats

Shell Top

Rounded Shoulders

Layered Rectangle Skirt

Bra Tops

Two-Piece

Sweat Smock

Long sheer skirt
Color

Tangerine Tango (Pantone)

Tiffany Blue

Solar Power (Pantone)

Hyacinth

Bellflower (Pantone)

Ink

Cabaret (Pantone)

Honey

Socialite Blue (Pantone)

Sandstone

Margarita (Pantone)

Bold, Stylistic Florals

Sweet Lilac (Pantone)

Engineered Geometrics

Cockatoo (Pantone)

Modern Tribal

Driftwood (Pantone)

Black and White

Starfish (Pantone)

Zig Zag and Chevron

Canary

Color Blocking

Grass
Accessories

Clear Shoes

Low slung belts

White Heels

Kitten heels

Masculine flat shoes (like

Cat eye sunglasses
penny loafers)
Trends Applicable to Madewell
Apparel

Shell Top

Pleats

Two-Piece

Sweat Smock

Long Sheer Skirt
Shell Top: Shell tops would fit nicely in the marketing mix that Madewell is known for.
They would be an interesting style and a little bit different from the classic cuts they
already have. However, they are not too trendy and the customers could convert them into
classics in their closets.
Two-Piece: I believe two-piece sets would sell well at Madewell. However, I think that they
would have to be sets that include pants or the shorts would have to be longer than seen on
the runways. I could definitely see some classic two-piece knit sets in cream or perhaps
some of the neutral color trends for s/s 2012.
Long Sheer Skirt: There is definitely a place in Madewell’s product line for long sheer
skirts. However, the runway depicts them over underwear. This definitely enhances the
sheer factor. I do think that this does not necessarily fall into Madewell’s idea of casual
classics. Although, I do think that with an added under layer that this trend could definitely
blend into s/s 2012.
Pleats: Pleats definitely are a classic detail that constantly goes in and out of fashion. They
have a place in the Madewell product line.
Sweat Smock: The Sweat Smock is a comfortable knit that looks like it should already be
one of Madewell’s staple pieces. It can easily be a classic as it can go with shorts during fall
or jeans during winter. For summer it can be made sheer to be worn over a dress.
Color

Tangerine Tango (Pantone)

Starfish (Pantone)

Solar Power (Pantone)

Canary

Bellflower (Pantone)

Grass

Cabaret (Pantone)

Tiffany Blue

Socialite Blue (Pantone)

Hyacinth

Margarita (Pantone)

Ink

Sweet Lilac (Pantone)

Honey

Cockatoo (Pantone)

Sandstone

Driftwood (Pantone)

Color Blocking
All Colors: I believe that all of the colors can be integrated into Madewell’s s/s 2012 line.
By mixing them with the neutral colors and using them minimally, Madewell can capture
those certain customers looking to stay current with the trends and also keep their cool,
casual style. I also believe color blocking has a place in Madewell’s designs. However, color
blocking can be very bold. If Madewell uses neutral colors, I think they can capture the
trend and be very successful.
Accessories

Masculine Flat Shoes

Low Slung Belts

Cat Eye Sunglasses
Masculine Flat Shoes: Madewell can especially capture this trend and they might already
have the upper hand because they already have a large selection of penny loafers and other
more masculine flat shoes. Perhaps they could update them with new styles, colors
(perhaps some of the neutral color trends), and fabrics.
Low Slung Belts: The belt constantly moves up and down the waistline. For s/s 2012, it
moves down to the hip region. Traditionally a little boho, Madewell can capture this trend
by detailing the belts with modern styles, fabrics, and cuts. They can be paired with
oversized sweaters and classic dresses.
Cat Eye Sunglasses: Sunglasses styles constantly go in and out of fashion. It is rare that a
brand new style emerges. We’ve seen cat eyes in the 50’s and 60’s and they are back for s/s
2012. They can be stores as classics along with the other casual staples Madewell offers.
Projected Trend Price Points
Trend
Shell Top
Two-Piece
Long Sheer Skirt
Pleats
Sweat Smock
Colors/Color Blocking
Masculine Flat Shoes
Low Slung Belts
Cat Eye Sunglasses
Price Point
$88 - $200
$68 - $155 (based on whether the twopieces are sold as a set or separates)
$78 - $180
$98 - $265 (based on pleated garments
mostly being skirts and dresses)
$68 - $250
n/a color trends apply to all apparel
$40 - $287
$39 - $55
$132 - $153
Bibliography
All about madewell. (2011). Retrieved from
http://www.madewell.com/madewell_inside_scoop/ALLABOUTMADEWELL.jsp
Cherry, Kate. "S/S 12 Women's Catwalks: Trend Confirmations."WGSN. WGSN, 07 October
2011. Web. 12 Oct 2011. <http://0www.wgsn.com.opac.library.csupomona.edu/content/report/Trend_Analysis/Womenswe
ar/2011/October/S_S_12_confirmations.html>.
Kang, Jenny. "New York Fashion Week Spring 2012 Trends."Stylelist. Stylelist, 16 Sep 2011.
Web. 12 Oct 2011. <http://www.stylelist.com/2011/09/17/new-york-fashion-weekspring-2012-trends_n_966687.html
Perez, Christina. "The Best of Spring 2012 Trends." Fashionologie. Fashionologie, 07 Oct
2011. Web. 12 Oct 2011. <http://www.fashionologie.com/Spring-2012-Trends19102109>.
"Spring 2012 Fashion Color Report."Pantone. Pantone, 2011. Web. 12 Oct 2011.
<http://www.pantone.com/pages/fcr.aspx?pg=20910&ca=4>.
"We Connect Fashion." Women's Top Color Spring 2012 Fashion Snoops Trend Report. We
Connect Fashion, 2011. Web. 12 Oct 2011.
<http://weconnectfashion.com/fido/getarticle.fcn?&type=Trends&SearchString=Top
Color Spring 2012&id=737870PW0000065&start=1&tr=10>.