J.Crew fall catalogue on Pinterest one of many pushes in digital retail
By Jay Keller
As customers pre-order before the printed catalogue arrives in subscribers mailboxes, the move represents one of several digital efforts by J.Crew recently and in the upcoming weeks as the retail clothing brand embraces social media to take the conversation to customers.
Included in this effort is the Wednesday launch of Discovered, a new shop that sells merchandise that J.Crew calls “really special.”
The Facebook announcement describes Discovered as a collection of “items that we’ve come across over the years—through word of mouth, trips across the world and visits to our own archives.”
The September Style Guide sneak peak for Pinterest friends, unveiled Aug. 19 on the official J.Crew Facebook page, offers 55 Pins (or content bearing images of Sept. fashion items) and has nearly 60,000 followers as of Wednesday.
J.Crew is also the first clothing brand to debut its catalogue on Pinterest but also has deployed to various arenas of social media campaigns to help bring customers to its Pinterest board.
The retail clothing brand is not the only merchant across the retail industry to expand beyond Facebook and Twitter to help bring customers into stores.
The recent back-to-school campaigns on Foursquare, and other location-based social media, from Adidas, JCPenney and Best Buy offered customer deals, steals and boost foot traffic.
For J.Crew, upcoming events include an Aug. 22 Facebook invite to customers asking them to visit their local retail store, say hello and upload photos of themselves for a chance to be featured in an upcoming Style Guide feature.
J.Crew also runs a series of short videos that are published on a YouTube account but promoted online on the page J.Crew on Film with Wednesday’s new video “Shiny Ponies” dedicated to a love for women’s shoes.
Looking ahead to September, during New York Fashion Week, J.Crew will continue the tradition of the Fashion Week Diary on Tubmlr filled with behind-the-scene glimpses of the action including a collage featuring the women’s casting call.