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The first outpost of J.Crew's new, value-driven label J.Crew Mercantile opened today in Dallas, and the Dallas Morning News scoped out what exactly the brand is selling in this new store format. In store, options included women's, men's, and children's sections as well as a women's petite section. J.Crew Mercantile's store selection in Dallas offered jewelry, shoes, and sunglasses, as well as grab-bag items like to-go cups and "kits of fake mustaches," per the Dallas Morning News. Racks and tables in the store featured signs advertising that items were 30% or 40% off.
When J.Crew announced J.Crew Mercantile, the details were somewhat mysterious, but now it seems that this is J.Crew's attempt to get into fast fashion. The new stores will feature the exact same merchandise as J.Crew Factory stores but the stores themselves will open in malls instead of outlets.
At J.Crew Mercantile this morning in Texas, a dozen shoppers lined up by the time the doors opened, and according to the paper, it seemed to get good reviews. "I’ll be back. I’m glad it’s so convenient now," one shopper said.