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Today every brand is a lifestyle brand, because clothes just don’t cut it anymore. But not J.Crew, which has instead hewed ever closer to its core business. The home and gifts section on its website is shallow, featuring little more than water bottles, nail polish, a yoga mat, and laundry detergent. Looking through its new CEO’s resume, though, you have to wonder if J.Crew might start making moves in that direction. Jim Brett, who was announced as Drexler’s successor on Monday, comes from the furniture chain West Elm. It was struggling when he arrived there in 2010, but thanks to smart merchandising and the launch of West Elm Market, a home goods concept that also serves La Colombe coffee, Brett turned it into parent company Williams-Sonoma’s fastest-growing brand . Before that, he was the chief merchandising officer of Urban Outfitters and scouted products around the world for Anthropologie’s home department. More than anything, Brett’s experience points to a keen understanding of how to transform a brand into a lifestyle brand, which makes you wonder what that could look like for J.Crew. Striped settees?
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