On Its 40th Birthday, J. Crew’s Classic-Loving Demographic Is Aging Out

What happens to a fashion brand when its core demographic gets older? It’s a subject much on the minds of fashion execs these days as the world emerges from the disruptions of the pandemic years.

Brands are jostling to establish beachheads with the next upcoming fashion cohort, Generation Z (those born mid-1990s to early 2010s). By 2031, the spending power of Gen Z is forecast to overtake that of millennials so the stakes couldn’t be higher.