Let’s talk about glow-ups—not the TikTok kind, but the kind where a beloved yet slightly faded brand finds its way back into the spotlight. That’s exactly the story unfolding at J. Crew, a name many of us associate with classic preppy chic.
Allow me to reassure you, this isn’t some “corporate shuffle” news. The brand recently announced Julia Collier as its new Chief Marketing Officer. Things have already started changing due to Julia’s arrival in new, calculated, and above all productive ways.
If you’ve ever wondered how a brand can reinvent itself or what magic marketers sprinkle to stay relevant in a sea of competitors, this story’s for you. And, spoiler alert, there’s a lot we can all learn from Julia’s approach, whether you’re building a brand, running a business, or just curious about the behind-the-scenes of a cultural comeback.
The pre-Julia J. Crew: A brand at a crossroads
When Julia joined, J. Crew was in something of a pickle. It had a loyal following, sure, but its “classic Americana” sound fell decidedly out of step. Brands are either leaning heavily into nostalgia or reorienting to keep up with TikTok trends, and the retail landscape has shifted quickly. J. Crew, meanwhile, felt like it was standing at a crossroads, unsure whether to stick to its roots or chase the future.
And then Julia Collier stepped in.
She’s not just another marketer with a fancy title. Julia’s previous gig was at Skims—the shapewear brand co-founded by Kim Kardashian. And let’s be real: if you’ve even glanced at the headlines, you know Skims isn’t just a brand; it’s a phenomenon. Julia was part of the brain trust that turned shapewear into something that’s not just functional but, dare we say, cool.
What Julia brought to the table
So, what makes Julia special? First, she’s a rare marketer who actually has a beat on what’s happening right now. For her, it’s not about being a product; it’s about being a part of the culture. While at Skims, she made shapewear part of bigger conversations on inclusivity, representation, and pop culture (hello? that NBA deal?).
Now, she’s applying that same mindset to J. Crew. Her goal? Make J. Crew more than just a place to buy clothes—turn it into a lifestyle people want to associate with. That’s no small feat, but Julia isn’t exactly known for thinking small.
The early signs of success
One of the first things Julia tackled was rethinking how J. Crew shows up in the world. She’s made it clear that the brand needs to connect with today’s consumer in a way that feels current, authentic, and, let’s face it, cool.
So far, it’s working: Younger audiences are paying attention, social media chatter is on the rise, and for the first time in a long while, J. Crew’s ads and collaborations started to feel new. Julia is a brilliant storyteller, so it’s more than just marketing. She is helping the brand remind consumers why they fell in love with the brand to begin with and showing them why they should again.
Lessons we can all learn from Julia’s playbook
Now, here’s where it gets interesting: Julia’s work isn’t just a case study for big brands. Entrepreneurs, small business owners, and even personal brand builders can take notes from what she’s doing. Here are a few takeaways:
- Make your brand part of the culture
J. Crew isn’t just selling clothes anymore; it’s selling a vibe. Think about how your brand can tap into larger conversations that matter to your audience. It’s not just about your product—it’s about the role you play in people’s lives.
- Don’t be afraid to mix the old with the new
Julia didn’t throw out J. Crew’s preppy DNA. Instead, she’s finding ways to make it feel modern. The lesson? You don’t have to abandon your roots to stay relevant. Sometimes, it’s about reinterpreting what you’ve always done best.
- Build your team like you’re building an army
At Skims, Julia built a powerhouse marketing team, and she’s bringing that same approach to J. Crew. No matter your business size, the people you surround yourself with make a world of difference.
- Partnerships are everything
Whether it’s Skims partnering with the NBA or J. Crew aligning with creative agencies to reimagine its campaigns, collaborations can take your brand to the next level. Look for those partnerships that feel organic and exciting.
The bigger picture
At its core, this isn’t about Julia or J. Crew; this is about what happens when a brand decides to be bold, take risks, and trust the process of reinvention. Julia’s story stands to remind us all that at the end of the day, a marketing strategy isn’t just about selling—it’s about connecting, inspiring, and creating something that people actually care about.
So, whether you’re revamping your Etsy shop or plotting the next big thing for your business, think about what Julia would do. Chances are, it’s something daring, thoughtful, and just a little unexpected.
Ready for your own brand glow-up?
J. Crew’s story isn’t just about a brand—it’s a wake-up call. It’s proof that even when the world feels like it’s moving a mile a minute, there’s always room for reinvention if you’re willing to step up. Julia Collier didn’t come in with a magic wand; she came in with vision, guts, and the kind of forward-thinking that turns “meh” into “must-have.”
The thing is, the rules don’t change whether you’re a global retailer or running a side project from your bedroom: stay in touch with your audience. Don’t be afraid to change direction. And most of all, remember that brands are more than products. They’re stories dying to be told.
So, what’s stopping you? Whether it’s a bold partnership, a killer social strategy, or simply doubling down on what you’re great at, it’s time to give your brand the glow-up it deserves. Take a page from Julia’s playbook and make the next move yours.
This is your sign. Start now. Be unforgettable.
FAQ’s
1. How can I make my brand feel “in the moment”?
Jump into what’s trending and find ways to connect. Think smart partnerships or creative collabs that make people stop and say, “Wow, they get it.”
2. Do I really need social media?
If your audience is there, you should be too. It’s not just about posting—it’s about showing up, starting conversations, and being part of their world.
3. What’s the big deal with using data?
Data tells you what’s working and what’s not. It’s like having a cheat sheet to give people exactly what they want.