Keeping a fashion brand vivid in shoppers' minds was the theme when J.Crew Group chief executive Libby Wadle and L'Agence CEO Jonathan Saven shared a stage with WWD's James Fallon at the WWD Apparel and Retail CEO Summit. "Bringing the brand to life is more important than ever for us," Wadle said. "You have to be able to lean into your brand and tap into what the customer loves about you."
Saven said customer focus has to reach every part of a company. Moving from wholesale into direct-to-consumer, he said, puts a brand "under the microscope," so L'Agence built a culture that puts brand and customer first.
The two labels take different routes to standing out. Runway presentations matter to L'Agence but aren't J.Crew's approach. Instead, J.Crew leaned on its cashmere reputation with a "cashmere candy shop" at its Spring Street store in Manhattan's SoHo, pairing bright knits with candy tins and free cotton candy. "J.Crew is a brand [centered] around optimism and fun and delicious color," Wadle said.
J.Crew also has a three-year partnership with U.S. Ski & Snowboard that began in early 2025, bringing the brand to the slopes for an "après" moment. Last summer's socially native "Camp Crew" campaign drew strong engagement, and Wadle said fall in New York is when brands amplify. J.Crew is emphasizing "icon" items such as its rollneck sweater and barn jacket.
Los Angeles-based L'Agence showed its spring 2027 collection in Paris in early October, leaving New York to underscore global ambitions that include Europe, the Middle East and entering Asia through South Korea. A 1,500-square-foot L'Agence space opened inside Printemps, and the brand is seeking flagship real estate on Rue Saint-Honoré. London remains its largest European market, and it has wholesale presence in about 80 stores in Italy.
"Paris is key for our distribution efforts," Saven said, citing attention from buyers from Japan and China. He stressed a consistent marketing message across wholesale, retail and e-commerce, and said product remains most important - along with giving customers a reason to return.
Originally reported by WWD