The concept is retail branding large clean simple. The mark is inspired from many large retail out lets such as JCPenney, couple with higher end boutiques.
The more I looked at the letter J I started seeing something that well developed into this...the J flipped creates the F...and the more I starred at it I like the shape it created...with a few more adjustments and we have a very interesting mark...
If the main typeface is to feminine please let me know