Women’s Wear Daily reports in an article on February 16th titled, J. Crew Shrinks Down to New Market, that J. Crew will reintroduce its Crewcuts children’s collection for kids aged two to eight this spring, “after a short-lived run in the Nineties and some dabbling with a few small-fry styles in recent holiday catalogues.”

Crewcuts comes at a time when J.Crew Group is developing another retail concept completely dissociated from the J. Crew name, with a different price point and target market than J. Crew … The Crewcuts investments is “conservative,” with only a handful of locations to carry the collection, at least initially, yet the company is “passionate” about children’s wear and has been spurred on by requests from catalogue and Web customers for J. Creq in kids’ sizes.

Coincidentally, Mickey Drexler, J. Crew Group chairman/ceo, was formerly the Gap's ceo, heading the launch of “GapKids in 1984, babyGap a few years later and, in the Nineties, rolled out Old Navy, which carries a lot of children’s clothes.” He stated:

”Crewcuts was always on the top five list of requests. We are not doing this because we need to grow the company at this stage of development,” with the adult J. Crew far from its growth ceiling and seeing new products and more stores on the horizon. “We are doing Crewcuts because there is an opportunity to provide the J. Crew style for children.”

The J. Crew kids market will be a huge success in my opinion. Not only will it expand its product offerings, it will provide their clientele with the option to outfit their entire family. By looking at the images of the clothing for this demographic, it is quite appealing. (Crewcuts collection) The clothing is very marketable, wearable, and aesthetically pleasing. Also, with the company’s lower scale approach, they will not bombard their consumers with this huge initiative, instead, the clothing will speak for itself, providing consumers with the unique, exclusive experience of coordinating their tiny tots’ look to their own.

The collection features some new argyle patterns and color combinations; exclusive prints and fabrics from high-end mills including a Japanese silk seersucker, and Liberty prints… There will also be rugby shirts; navy blazers; pique polos, and seersuckers…Several of the products have nicknames like “critter” pants that are embroidered with little puppies, ballet slippers, apples or other things, whereas adult chinos have martini glasses, dogs, pineapples, umbrellas or other quirky elements…