User:BC1278/sandbox/JimBrett

J. Crew
After becoming CEO of J.Crew in 2017, Brett said he was remaking the historically preppy brand from fashion-forward to more mainstream. One of his first moves as CEO was to buy one million yards of cotton, which allowed the company to cut the price of its basic T-shirts in half. The following year, Brett said his strategy was to to add more entry-level prices, "plus" sizes and "fit" selections. He also expanded the number of retailers selling the brand. And, in a break from his predecessor, he decided to allow some less expensive J. Crew items to be sold on Amazon (company), where he said other fashion companies were already copying J. Crew concepts.