In this week’s Fashion Briefing, a look at J.Crew’s focus on Europe, which aligns with consumers’ interests. Also, early insights from Prime Day and back-to-school, executive moves at Parker Thatch and Vuori, and news to know.
Southampton and Nantucket remain staple locations for fashion brands to activate in the summer, offering valuable yet predictable opportunities to connect with consumers. But J.Crew is taking an expanded, global approach. As American interest in European lifestyles grows — driven by remote work flexibility, influential vacations and increasing relocation plans — the brand’s latest Italian venture plays well into consumer sentiment.
As part of its summer activations, J.Crew opened a permanent storefront in Southampton on June 28-29 labeled “J.Crew Farmstand.” On top of J.Crew pieces, it featured Hamptons vendors such as Balsam Farms jams and custom ice cream from Ellie G’s. Personalized chain-stitching by Brooklyn-based fashion brand Apprvl and a silk scarf by illustrator Julie Houts were also included.
The brand is also hosting a “J.Crew Summer Club” at Nantucket’s Faraway Hotel from July 10-13. Along with J.Crew summer styles, it features custom needlepoint canvases by artist Erica Wilson and regionally inspired giveaways.
In Europe, from June 17-10, J.Crew hosted an activation at Masseria San Domenico in Puglia, Italy called “J.Crew A Mare,” or J.Crew by the sea. On of the the days, the brand hosted influencers including Julia Sarr-Jamois (182,000 Instagram followers) and homeware store owner Beverly Nguyen (39,000 Instagram followers) at an event celebrating its product collaboration with the hotel. The activation continued for a week after the event. The brand posted 11 Instagram posts from the event featuring the influencers, the collab and even locals wearing the collection. Shopping links were added to most posts, and each influencer also created content from the event on the their accounts. From June 17–24, the J.Crew A Mare campaign generated $494,000 in media impact value, greater than 40% of individual New York Fashion Week shows, according to data analytics platform Launchmetrics.
Julia Collier, CMO of J.Crew, told Glossy the pop-ups were inspired by how deeply travel inspires the brand’s collections. This summer, the brand is “embracing those parts of our DNA” and inviting customers “on a journey, from Europe to the U.S.,” she said. And Europe is becoming a bigger focus for the brand’s activations.
“Our customers really connect with these place-specific moments,” Collier said. “They love seeing how we bring the world of J.Crew to life in ways that feel personal, memorable and a little unexpected.”
Similar moves from other brands, like American fashion brand Tibi’s spring-summer 2025 collaboration with Casa Caroseno in Puglia, echo J.Crew’s strategy, showing how European authenticity increasingly appeals to American consumers looking for quality and culturally meaningful experiences.
J.Crew does not operate standalone stores in Europe. The brand closed its six U.K. stores, including its Regent Street flagship, in 2020 as a result of financial restructuring. It now serves Europe through global e-commerce and occasional pop-ups, like the recent one in Italy, to reconnect with the market. The brand declined to confirm if this will lead to new store openings in Europe.
Looking ahead, Collier highlighted the brand’s adaptive strategy, noting, “More than ever, people want real-life connection and expect the brands they shop from to show up for them in new and exciting ways.” She confirmed customers can expect continued fresh activations across America through the remainder of the year.
Stats of the week
- Back-to-school fashion spending is steady but value-driven this year, with parents expected to spend $570 per child, flat from 2024, according to consulting company Deloitte. Mass merchants (83%) and online retailers (68%) remain top destinations, with 46% of parents planning to shop Prime Day deals. Despite economic pressure, 57% said they’d splurge on a first-day outfit, and 62% are influenced by their child’s must-have picks. Consulting company PricewaterhouseCoopers found that 75% of parents plan to spend the same or more, signaling strong demand for fashion despite inflation.
- Fashion is a key focus of this year’s extended four-day Prime Day between July 8-11, with 30% of shoppers buying apparel and footwear, which is tied for the top-selling category, according to consumer insights company Numerator. Amazon added new fashion deals from brands like Michael Kors, Naadam, Vans and, for the first time, luxury resale company Rebag, including discounts on Alexander McQueen and Tom Ford. Most purchases on Day 1 were under $20, with average household spend hitting $126.26. Shoppers remain price-conscious: Fifty-one percent only bought items they’d been waiting to go on sale. Total Prime Day sales across retailers are expected to reach $23.8 billion.
Executive moves
- Vuori has named former Fabletics president Ashley Kechter as global president and former Restoration Hardware legal chief Ed Lee as chief legal officer, as it expands internationally and targets 100 stores by 2026, backed by a $5.5 billion valuation.
- Parker Thatch has appointed Joyce Lee, former svp of design at Madewell, as its first creative director. The Northern California brand, known for its customizable handbags like the Mimi tote, aims to expand its reach while staying true to its playful, personal style. Lee brings over 20 years of experience, including roles at Marc Jacobs and Michael Kors, and will lead product design, brand imagery and customer experience as the brand enters a new growth phase.
News to know
- The National Retail Federation is suing New York Attorney General Letitia James over the state’s new Algorithmic Pricing Disclosure Act, which came into effect on Tuesday, July 8. The law requires retailers using algorithms that factor in personal data when pricing items to label those prices with, “This price was set by an algorithm using your personal data.” Violators face fines of up to $1,000 per instance. The NRF argues the mandate violates free speech, misleads consumers and wrongly implies price gouging, despite algorithms often being used to offer discounts. It’s seeking to block the law, which excludes industries like insurance and rideshare.
- H&M Group-owned Cos is entering India with a New Delhi store this fall and returning to New York Fashion Week on Sept. 14 with its fall 2025 collection, as it continues global expansion.
- Sports brand Ellesse is returning to the U.S. through a new licensing deal with The Iconic Brands Corporation, focusing on tennis and lifestyle. The brand will relaunch DTC with a U.S. e-commerce site and four flagship stores by 2027. Backed by outdoor brand company Pentland, Ellesse is also expanding globally.
- Farm Rio has launched its first U.S. resale program, Closet to Closet, in partnership with resale companies Poshmark and ThredUp. Customers can resell items via synced listings on Poshmark and Farm Rio’s Closet to Closet vertical, or send pieces to ThredUp in exchange for a Farm Rio gift card.
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