Outfitting Your Daughter as “Mini-Me” at JCrew

JCrew has had quite a turnaround in its business over the last few years. Hot in the late 1980s and early 1990s, the company went through a rough patch and now has emerged hot again.

The clothing isn’t cheap. It’s the Gap times two. But somehow they’re able to dress both college kids, 20-somethings and 30-somethings all at the same time- as long as those customers have the budget for it.

Betting that moms want their kids to be just as fashionable, the company started a child’s clothing line only a few years ago called “Crew Cuts.”

It will be interesting to see if JCrew can make it work because Talbots just announced it was discontinuing both its kids line and its men’s line. Talbots has had the kids line for quite sometime- much longer than JCrew has been trying it. From DMNews:

“This is a very important strategic move that will greatly contribute to our ability to focus and reinvigorate our core brands and provide sustainable long-term shareholder value,” said Trudy F. Sullivan, president/CEO of Talbots, in a statement. “By exiting these concepts, we can focus exclusively on our company’s core strength — the age 35-plus female market, where we believe there is significant opportunity for profitable growth in both our Talbots and J. Jill brands.”

The company will close approximately 78 stores throughout the US as a result of this decision, including 66 Talbots Kids and 12 Talbots Mens stores.

I really noticed the Crew Cuts line in this Spring’s catalog. Before, it was just a few pages, but this time it was 10 or more pages.

And I noticed something interesting that I hadn’t picked up on before. The girl’s line is nearly identical to the women’s line. Maybe this is how they’ll keep it profitable. Make the same exact clothing, only in smaller sizes. That way, you won’t need two different design teams.

Brilliant!

Think I’m kidding?

Check out these examples.

Here are some lovely silver and gold ballet shoes. (Ballet flats are really in for women again this year.)

Only these are from the girl’s catalog. Price? $128.

Yes, I routinely buy 7-year olds $128 shoes.

Want something cheaper? How about these Clea ballet flats with cotton and leather uppers. Made in Italy.

They’re “only” $84.

Do they look any different from the women’s ballet flats? These are also made in Italy.

Price for the women’s flats are $118.

Shoes are one thing. Because both 35-year old women and 8-year old girls might wear ballet flats.

Let’s say you want to wear the exact same mini-skirt as your 8-year old. You can!

Here’s the Coppelle Paisley Mini Skirt for girls:

This is $54. And every girl under 10-years old MUST have the paisley. It’s so “in” this season.

Mom can have the same skirt.

Mom’s version costs $75.

Am I the only one who is disturbed by this?

Customers can literally buy the same outfits for their 8-year olds as they are wearing themselves (same sweaters, same skirts, in some cases similar dresses.)

I was initally disturbed by the cost of these products (who buys their kid a $54 skirt?) but upon closer examination, the fact that they are identical products, just “mini-me”, is creepier.

The Crew Cuts line is aimed at kids aged 2 to 10.

I didn’t even get into the JCrew Cashmere line for girls. Cashmere shell is $82. Cashmere cardigan is $118.

Who is buying cashmere for a 5 year old?

I know, I know. There is a certain segment of the population that pays these prices. There is, after all, a reason that Neiman Marcus exists. But JCrew isn’t Neiman Marcus. Yes, it’s slightly higher end. I’m not saying its Old Navy.

What do you think the odds are of the kid’s line being a success?

Maybe I’m missing something…

Check it out here at JCrew.com.