After a challenging year of struggling sales, product quality concerns, criticism for its heavy-handed promotions, plus major leadership changes and staff cut-backs, J.Crew is hoping to turn things around. Looking to target a more cost-conscious customer, the retailer is developing a lower-priced line that can better compete with the fast-fashion players in the industry.

The new budget-friendly label, J.Crew Mercantile, features updated basics and modern classics for men and women, designed with J.Crew's signature elevated preppy aesthetic, but at prices akin to those you might find at Zara or COS. Think: Breton stripe knits, crisp shirts, and perfectly-worn denim. The selection is currently available exclusively through outlet stores and the Factory website, which is touted as "The Home of J.Crew Mercantile," but the line's first dedicated brick-and-mortar location is scheduled to open in Dallas, Texas in late July.

From: Harper's Bazaar

Sarah Lindig Senior Digital Editor, Special Projects Sarah Lindig is the senior digital editor, overseeing special projects for Harper's Bazaar.

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