Their latest ad campaign is definitely an interesting move. I am curious to see if it really brings traffic to their site. As for the sneakers from New Balance... At first I wasn't sure about it, but thought that their partnership with Sperry was pretty good. So who knows, this may work out pretty well for them too. :)Memo Pad: The Anna Wintour Show... J. Crew's Friendly Ads...
Jean E. Palmieri
September 2, 2010
HIGHLIGHTING SOME FRIENDS: J.Crew has found a unique way to drive traffic to its Web site: promote other online businesses. The company’s fall ads, which begin running in The New York Times Sunday Styles section this weekend, will shine a spotlight on some under-the-radar Web sites that offer what it deems cool, noncompeting products. “We like to edit and find things that are not big and famous,” said Millard “Mickey” Drexler, chief executive officer. “So we put together a list of our favorite Web sites that did other things and that we thought were creative. They’re small companies and they’re not out there as much as they deserve to be.”
The men’s ad, for example, gives shout-outs to the car company Silver Tears Campers, La Quercia meats and Kings County Distillery. “This is like editorial in a magazine,” Drexler said. “We wanted to share with our customers the things we love.” He added that now that Web browsing has become ubiquitous, this will set J.Crew apart. “Dot-com is a commodity today,” he said. “So we asked how we could become a bit more intelligent.”
The campaign was conceived in association with Andy Spade of Partners and Spade. “It’s like notes in a blog,” Spade said of the campaign. “It’s a print campaign that moves you toward the Web but you’re looking at it in a magazine.” On the J.Crew site, the ads will be more interactive. The campaign will be used first for Crew Cuts this Sunday and will follow with a men’s ad on Sept. 12 in T: The New York Times Style Magazine, Details, GQ, Monocle and other niche publications. There will also be a holiday ad.
In other J.Crew news, the retailer in November will introduce an exclusive selection of New Balance crossover sneakers into its mix. Frank Muytjens, men’s design director, said he had been searching the world to find the “perfect sneaker,” and found one in a retail store in Tokyo, ironically an American-made model from New Balance, the 1400. J.Crew will offer it in dark bottle green, navy and black. The shoes will retail for $130 and will hit 24 stores, the catalogue and online in November. It will be rolled out to 42 stores in February.
Have you seen J.Crew's ads in the The New York Times Sunday Styles? If so, what are your thoughts on them? Do you think it is a good move to partner up with New Balance to offer an exclusive J.Crew sneaker?
Interesting. I have been noticing the ads in the NYT Style Section, (I live in Canada but I pay lots of cheddah to have the Sunday NYT delivered to my door: it's a real treat.)
ReplyDeleteI have to say the ads are intriguing, but I didn't really "get it". I know JCrew very well, but when I glanced at the ads I thought the websites listed were more "collaborative" product shout-outs, rather than this "editorial pick" sort of thing Mickey is trying to do.
As a die-hard JCrew fan, I have to wonder if whoever their target audience is will "get it". Is this an effort to bring in a new consumer or is it preaching to the converted?
I think it's awesome that they want to call attention to brands that deserve it, but how does this serve their bottom-line?
I checked out the NYT men's style magazine online after Wellfedfred shared the link, a couple weekends ago, I believe. The Silver Tears camper was featured in the two-page ad and I looked up the Silver Tears Campers website.
ReplyDeleteAbout a month ago my brother started building one of these 1940 replicas for his own personal use (he's an avid outdoorsman) and was really interested in the website. My brother is using original 1940's plans and modernizing with 2010 "appliances" and lighting. A little too rustic for my taste but very cool, nonetheless.
Interesting approach to advertising.
Sounds smart indeed and also the ones they chose seem very complimentary to the JC brand. I think their collaborations are great and have purchased a few of them. Can't wait to see the NBs and peruse the links.
ReplyDeleteThey're pairing with New Balance? I think that's pretty interesting. My fiancee has run 10 marathons and ONLY wears New Balance running shoes. I started running earlier this year, and he took me to a New Balance store to buy me new shoes. (Because the running shoes I had had for a few years weren't good enough.) It'll be interesting to see what kind of shoes that come up with.
ReplyDeleteCompletely OT but Anne on 90210 from Monday was wearing the daisy day skirt belted!!
ReplyDeleteSub
ReplyDeleteNewBalance makes a reliable product, in reliable sizes, length AND width. Himself won't wear anything else.
ReplyDeleteAs to the other companies, I perceive a disconnect between the wish to promote "under-the-radar" web sites which market interesting products that deserve to be better known.… and, say, the items that have been rushed to Final Sale. I find myself wondering if the next mystery gift will be a package of steaks. So, interesting and expensive-looking ad campaign, and obviously it's working because I'm wondering what we'll see next.
WFF...yeah, Omaha Steaks would be a nice touch. Perhaps they will get Lady Gaga to model it first....
ReplyDelete