Branding: The Multichannel Shopper

To attract attention, the founder used to have some one-string tennis rackets in his first store’s window. The current Bauer execs could borrow a play from him.

We’re left guessing if this company is adventure or travel adventure? Make a choice, and stick with it.

Our grade: B.

J.Crew
J.Crew takes umbrage at being labeled preppy. And preppies prefer confident, comfortable, fun and American. Heck, the company certainly has drawn the attention — and business — of the first family, so it must be doing something right.