I woke up last Monday to some buzz. No, I wasn’t still feeling the drinks from the night before. And no, I didn’t have my hair buzzed in the middle of the night. There wasn’t a bug flying around the room. The buzz I woke up to was online, word-of-mouth marketing about one of my favorite clothing brands.
J. Crew was blowing up on social media. Talk of the new fall fashions was one of the hottest topics on Facebook and Twitter. Desperately in need of some new flannels and a sweater or two, I hit up the company’s website to check out the selections. Nothing. It was full of summer clothes.
Ok. The catalog must be coming in the mail today and hasn’t been put online yet, I thought.
Mail time rolls around. Bills, bills, and more bills.
I was quite perplexed. I recently opened up a J. Crew credit card and gave the company a large chunk of my non-existent paycheck for some new jeans. About 50% of my current wardrobe is from J. Crew. How come everyone was in the know about the new fall fashions, yet I was left out of the loop?
And then, I stumbled upon an article that contained all the information I needed. I was not neglected by the brand. J. Crew had an absolutely genius idea, and I just didn’t discover it. Everyone knows where women flock for tips and trends relating to recipes, DIY projects, weddings, and fashion. So the clothing brand went to an untapped area and turned it into a commercial goldmine. The J. Crew fall style guide was posted on their Pinterest page (unfortunately, only the women’s clothes).
The style guide was not being mailed out or posted on the company’s site until Tuesday. So only the brand’s 69,000 Pinterest followers were able to get a sneak peak. In an age where everything is becoming digital needed J. Crew to join the revolution. So it took Pinterest and turned it into a shopping mechanism, something no other brand had done before. Not only were you able to view the fall fashions, you could actually pre-order them through email or by phone (a little archaic, but we’ll take progress one step at a time).
This was also a very measureable tool for the company. It could see how much buzz they were getting on other sites and which fall fashions would be hits based off of the number of “repins” it got on Pinterest.
So I was not left out of the loop and neglected by one of my favorite brands. I was outsmarted by it. This groundbreaking idea pushes the way we shop further and further into the digital realm. I look forward seeing what other initiatives J. Crew takes in the future and hope to see some of the men’s clothes included.
Ok. The catalog must be coming in the mail today and hasn’t been put online yet, I thought.
Mail time rolls around. Bills, bills, and more bills.
I was quite perplexed. I recently opened up a J. Crew credit card and gave the company a large chunk of my non-existent paycheck for some new jeans. About 50% of my current wardrobe is from J. Crew. How come everyone was in the know about the new fall fashions, yet I was left out of the loop?
And then, I stumbled upon an article that contained all the information I needed. I was not neglected by the brand. J. Crew had an absolutely genius idea, and I just didn’t discover it. Everyone knows where women flock for tips and trends relating to recipes, DIY projects, weddings, and fashion. So the clothing brand went to an untapped area and turned it into a commercial goldmine. The J. Crew fall style guide was posted on their Pinterest page (unfortunately, only the women’s clothes).
The style guide was not being mailed out or posted on the company’s site until Tuesday. So only the brand’s 69,000 Pinterest followers were able to get a sneak peak. In an age where everything is becoming digital needed J. Crew to join the revolution. So it took Pinterest and turned it into a shopping mechanism, something no other brand had done before. Not only were you able to view the fall fashions, you could actually pre-order them through email or by phone (a little archaic, but we’ll take progress one step at a time).
This was also a very measureable tool for the company. It could see how much buzz they were getting on other sites and which fall fashions would be hits based off of the number of “repins” it got on Pinterest.
So I was not left out of the loop and neglected by one of my favorite brands. I was outsmarted by it. This groundbreaking idea pushes the way we shop further and further into the digital realm. I look forward seeing what other initiatives J. Crew takes in the future and hope to see some of the men’s clothes included.
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