J. Crew is trying to hide its biggest flop of the year

J. CrewJ. CrewThe Tilly cardigan, which started all of the problems.

J. Crew is in trouble.

The brand is plotting to get core customers back in stores amid plummeting sales.

In an earnings call, CEO Mickey Drexler blamed the company’s downfall on a single sweater, called Tilly, Bloomberg reported.

There were many things wrong with the sweater, from its allegedly poor fit to the $US75 price tag.

Now, EDITD points out that on J. Crew’s website, the Tilly pullover sweater no longer exists.

An identical sweater on the site has been renamed the “Merino wool crewneck sweater.”

J Crew has replaced the former Tilly image with a new image, even if the sweater is the same.

Merino wool sweater really tilly j crewJ. CrewJ. Crew’s ‘Merino wool crewneck sweater.’

It even has the same description.

And when you search “Tilly” on J. Crew’s website, this is what comes up:

No pullovers to be found.

J. Crew has faced other woes this year. The company laid off 10% of its corporate employees, including its head of women’s design, Tom Mora. Somsack Sikhounmuong, currently the design chief of J. Crew’s much more successful sister brand Madewell, will take over for Mora.

NOW WATCH: It’s official: Under Armour is on fire

NOW WATCH: Briefing videos

Business Insider Emails & Alerts

Site highlights each day to your inbox.

Follow Business Insider Australia on Facebook, Twitter, LinkedIn, and Instagram.