J Crew appoints Starbucks veteran Adam Brotman to drive turnaround

J Crew

Fashion retailer J Crew has poached Starbucks’ chief digital officer Adam Brotman amid wider senior changes aimed at turning its fortunes around.

According to Drapers, Brotman – who spent over eight years at the coffee giant – will join J Crew mid-next month.

He has been credited with building Starbucks’ reputation as a digital frontrunner, overseeing the launch of projects like the Starbucks cards, Starbucks Digital Network and mobile orders, which accounted for around 11 per cent of transactions in the US last year.

In light of his wealth of experience, he will join as chief experience officer and be tasked with making J Crew more “meaningful and relevant” while helping the company’s new chief executive Jim Brett drive its turnaround efforts.

Brett recently replaced Micky Drexler, who is stepping down to become chairman, while the company’s creative director Jenna Lyons is also poised to step down.

This follows a net loss of £97 million at the retailer in its most recent quarterly results, alongside an 11 per cent drop in sales.

“Adam’s experience in global field operations and cutting-edge consumer facing digital platforms would make him an invaluable in shaping and driving J Crew’s group strategic initiatives to the next level,” Brett stated.

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