It's great that J.Crew is embracing all types of social media. Although they seem to always be a bit behind the times. (Much like having a Facebook page... They had one way after all their competitors did.) But it's better late than never!J. Crew Launching Blog
By Jennifer Paull
February 9, 2011
Get ready to bookmark— J.Crew is launching its own blog later this month. Jenna Lyons, J.Crew’s president and executive creative director, broke the news to FashionEtc at Lucky magazine’s first Fashion and Beauty Blog Conference on February 8. Lyons revealed that the blog will start with a chorus of J.Crew voices. She recruited people from throughout the company to contribute their observations, ideas and inspirations.
“We’ve done a pre-selection of people within the company who would have something interesting to bring to the table, but we’re also looking at people outside the company, to bring things to the forefront of content,” she said. Lyons actively sought J.Crew contributors outside of the fashion departments, looking for people with captivating tastes and points of view. “We asked this cool guy in IT; we asked someone who’s a stylist; we asked someone who does all the sets for the shoots,” she said. “We looked for the most interesting people in the company … and we want a range. I want to hear what the IT guys are listening to because they always have awesome music.”
This diverse group will share experiences and findings that inspire them, ranging from movies to travel to museum exhibits. “A lot of people asked that question tonight: What inspires you?” said Lyons. “It’s film, it’s home stuff, it’s movies, it’s everything … To show that all in one place is really exciting.”
Inevitably some of these influences will find their way into J. Crew’s offerings, perhaps through the prism of clothing, a catalog prop, or a partnership with an artisan.
Lyons confirmed that some blog postings will go behind the scenes at J.Crew. CEO Millard “Mickey” Drexler might even make an appearance.
When asked about Drexler’s famed intercom musings at the company headquarters, Lyons laughed. “We’re talking about posting them on the site, for sure.”
Looking out at the conference room filled with fashion and beauty bloggers, Lyons said, “One of the things that I think is most encouraging is to be here, in this room, with all these people … They’re so excited about sharing with us and I think it will be great to share with them.”
As J.Crew expands its international reach through increased global distribution and more, we can only imagine how prolific this sharing circuit might become.
From some of the comments made by fellow JCAs (in this post) about this news, there is a hope that J.Crew will not just use the blog as a propaganda machine but a tool to listen to their customers and a forum to provide feedback.
Incidentally, if J.Crew is considering people "outside their company", then I strongly suggest they look at the JCA community. The JCA Blog Roll lists so many great bloggers who would be an asset to guest blog for them. Just a thought. :)
What are your thoughts on this latest move from J.Crew? Do you think a J.Crew blog will help J.Crew understand its customers better? Will you check it out?
Looking forward to how they utilize the blog. I *love* the blog for FreePeople. They nail it on the head for creating total immersion into their "vibe". Do not get the sense they are trying convince me, or sell me, or convert. It's pure celebration. I hope JCrew doesn't get too "into itself" and heady.
ReplyDeleteI don't think they'll ever be able to create the sense of community and helpfulness that you have fostered on this blog, Alexis, nor the diversity of viewpoints and opinions which makes the commentary so interesting and valuable. But I am looking forward to seeing the efforts of the Copywriter From Space!
ReplyDeleteITA with both pathos and WFF. One of the things that is so incredibly helpful about JCA is that there is no shortage of feedback, but also that the JCA's back up their opinions with examples. JC's FB page has mostly fan posts just saying "I love JC!" Well... why? Did you get a great quality/fitting/pretty item? Were you satisfied with CS? What? Also, if you were disappointed in something, why? That kind of feedback is a million times more helpful to others looking to purchase. Yeah, it hasn't been a 24/7 lovefest with JC here - but because of that I've found it to be a much more valuable resource than say, JC's FB page. Alexis, thanks so much for keeping things moving forward even when we get bogged down in complaining (and complaining about complainers!). I don't think that JC would ever be able to capture what we've got going on here.
ReplyDeleteI'm sure JC execs read this blog. If I, who has lived under a rock since having kids and moving to the burbs, managed to find this blog, surely NYC hipsters such as Jenna & company have as well. But strangely, considering their 'modernist' aspirations, they seem wary of criticism and of change, whether to their website, business practices, tired designs. Didn't they promise a change to their website some months ago and asked us for input? What happened? Was it just about superficial layout? (Groan.)
ReplyDeleteI agree that having input from the IT guys break-dancing to 80s remixes will not help a brand that needs a serious shake-up, management-wise and design-wise. I still have my spring rewards card -- there is nothing I really want from recent roll-outs. That should worry JC.
PFFFFFTTTT. Unless they've hired someone who has a clue what they're doing re: blogging and using social media properly, this has FAIL written all over it. I really hope it works out, but I don't see it happening. Why are they so damn late to the party? With all their $$$$$$ there's no excuse! They should be leading, not following. It's not that tough to do.
ReplyDeleteadding: who gives a flip what the IT guys are listening to? ask them what they're going to do to bring the site's shopping experience into this century ... and for that matter, how about their thoughts on installing computers at the register so SAs can do price checks and stock checks without making phonecalls! how about a dialogue with your customers? all i hear in jenna's comments is more talkign AT us and not TO us.
ReplyDeleteprove me wrong, JC. i want you to.
ITA with wellfedfred! And it will be interesting to read their blog, of course, but I'm sure "we" all feel much more at home here, Alexis! This is a tight community! I love it!
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ReplyDeleteSo, now when will they add reviews to their own site!? Like Anthro, Gap brands, etc. If they aren't afraid of the big bad reviewer, then JCrew should jump on board THAT bandwagon.... I don't read any brand blogs though I read a lot of brand-dedicated blogs... I like the individual voices of the blogger and of course all the fabulous members of the communities created there, like the JCA community!
ReplyDeleteGood luck, JCrew blog!
Oh and last comment from Maggie accidentally signed in as my husband! So, not a post from a suddenly fashion-blog following guy who has never posted here before!
ReplyDeleteI know I won't be posting there. ;)
ReplyDeletepathos-I LOVE the FP blog too! I love that it's written by real people and that they share real behind the scenes photos. Their FB page is super helpful too because they'll answer questions on sizing, measurements, and stock!
ReplyDeleteAgree with others that the blog will be more talking AT us than to/with us. It's unlikely that this official blog will be a better resource than all the other J Crew blogs out there, that are you know, written by real people but I guess we'll see!
I don't have a major interest in what JC has to say for itself. Its products should do the talking -- and honestly, they're not saying amazing things lately. A blog isn't going to resolve their quality issues.
ReplyDeleteLike everyone else, I love JCA because it's written by real people. Sure, Alexis writes great posts and gets the conversation started but it's really the community and the dialog we get going in the comments that is most noteworthy. The closest thing a brand can come to emulating that is by adding reviews to their website, which JC doesn't appear to be doing.
Like someone else mentioned in the "Looking to LOVE" post, I'm loving the community here at JCA :)
ITA w/many of the comments! I will add my prediction that the blog will lack soul. JC smacks of self conscious kids trying very hard to be cool. Very distracted by the wrong things and not focused on some very basic things like having a current website. Suck it up and spend the money for a revamp. I agree that I wouldn't visit the blog to find out what inspires the team. I believe the blog should be used for more coverage about their process. They're not gonna do that, though. They don't want to show how they recycle the same ideas. Sometimes I get the feeling that JC wants to be more like Anthro. If that's the case, they're super not on the right path. When will J Crew learn...if you try to be like someone else, who will be you?
ReplyDeleteI couldn't agree more with you all- our JCA community is really great. Our honest reviews (the good, the bad, and the rest) is what makes this blog (& all the blogs on the Blog Roll) such a valuable resource. I honestly check out the JCA Blog comments as well as the JCA Blog Roll (via Google Reader) for reviews before I buy anything! :)
ReplyDeleteIt will be hard for J.Crew to foster that same environment on their new blog if they are not willing to accept feedback that is less than stellar all the time.
With that said, I am looking forward to what they offer. I always enjoy their "behind the scenes" features, as well as interviews with the less known creative staff members, and hope there will be more of that offered. :)
As much as I love Alexis and her nice tone I am thrilled to have an additional place to commune. Again, every post on this thread is basically negative or cynical. If there really is anyone at JC reading this, the increasingly homogeneous discussion here makes it easier for them to dismiss. Especially when most of the fashion community seems thrilled with JC, their execs and their clothing.
ReplyDeleteIt doesn’t sound like they are trying to create a blog like this one but more insight into behind the scenes and maybe more features like the Italian shoe story. Of course it is all brand promotion but even in my advanced middle age I am curious about people who are different than me--what they listen to, their personal style, their favorite places... I look forward to learning something new.
I would chime in here more often on quality issues if I felt it was a problem limited to JC. I find quality is down across the board--even in my pricier designer splurges. Guessing most companies do want the best they can get and still stay afloat.
I realize you will think me Pollyanna. Maybe it's having had a life-threatening illness but I find cynicism unbecoming and it certainly doesn't make anyone appear more intelligent.
gem twin:
ReplyDeleteI think most of the fashion community is excited about J. Crew because they have the income to spend on disposable clothing. Maybe quality is falling across the board but as a person who loves fashion but has limited funds, that's no excuse for a much loved retailer to raise their prices at rapid-fire rates while quality plummets. It's hard to see what used to be one of the best "pricey" but affordable retailers go from standing on their own to being part of the fold.
I hate to add to the echo chamber (especially if it's falling on deaf executive ears) but I think J. Crew is missing out on the new era of retail. Real women sell the clothes now. As much as I love looking at catalogs and magazines that feature models dolled up to the nines, I know they're selling me a constructed image and it's one that's often unattainble. If I love a dress featured in the catalog, I come here before buying to try to find reviews. J. Crew may sell me the look but I look to you all to let me know if that look is adaptable to my life. As much as I'd like to live in a catalog, I live in the real world and so do the people who buy J. Crew. From going to school and work to raising families, bloggers let me know if an item is wearable without being pinned up and photoshopped.
So this is why I'm another skeptic as to how J. Crew's blog will add to their brand. Is it just another tool to sell the J. Crew lifestyle? If so, why not focus on revamping the website with reviews, a real wishlist, and better in-house inventory tracking? While they may not be into community building, that's how you sell merchandise in the 21st century. Lead J. Crew, not follow. You have devotees that want to spend their hard-earned cash on you, you just have to meet us halfway.
I respect your input, gem_twin, but I think those of us who cast a wary eye do so based on experience thus far.
ReplyDeleteAnd yes, perhaps we lack the perspective you have, but this sort of thing has been mentioned before -- this *is* a blog about clothes and shopping, so our conversations aren't exactly intended to be life-changing or necessarily introspective.
Also, I think you may have missed an important point -- seems to me at least some of us WANT the blog to be great. I know I do! I so badly want to be wrong about the underlying intent and the execution.
Sadly, the brand's utter lack of a cohesive social media strategy thus far (not to mention badly-needed BASIC site upgrades and inventory management, GEESH!) are not very encouraging to me. It's like a case study in what not to do. So I for one am making my prediction based on the information I have and have had in front of me.
I won't go so far as to say I won't post on their blog. But I will say this blog has been invaluable in terms of information about fit, fabric, sizing, color, quality, outfits, SALES :) ... !
And even though we occasionally have our differences, we're all here because in some way or another, we love the brand.
I'm eternally grateful we have a place to discuss this common interest we have, and I enjoy reading everyone's comments throughout the day and night, even if I don't necessarily agree with them.
Wff and Gigi said it. Esp gigis comment that it sounds like Jenna trying desperately to be cool. Stop trying so hard and focus all that energy on improving quality fit and it. And yeah, I don't see them developing the community Alexis has here. Great job -again- Alexis :)
ReplyDeleteGemtwin, you might have more awareness for a negative tone as you have little tolerance for it. But I invite you to view it in a different way. I think the fact that people bother to post negative feelings is still a positive. It means people care. If we didn't care we'd be audi 5000.
ReplyDeleteNowadays you don't create cult status by stirring up more Crewlade. You create it by connecting with the masses. Elaine said it so well. They are missing out without a social media strategy. Nomoneyfun said it so well that they're not selling clothes the way it needs to be done in the 21st century. Many other companies have built some fluidity into their structure and are very responsive. It shouldn't a mystery for J Crew because they now have 3 years of this blog to track the fans' opinions and ideas. For free. I think anyone who's online or watches tv can see how much media has changed. My grandmothers, who both aren't online, talk about Facebook & Twitter. I don't think they've even been on a computer to see them but they're well aware of what they are. As a side note, a great tipping point for J Crew was the Obamas wearing their clothing and JC blew it.
Now that I think about it, the fact that the clothing so readily falls these days is most likely reflective of their current corporate structure & culture. However as stated, I am also hoping that I'm wrong about the blog and it's a turning point for their participation in social media.
(*do* like the jacket Jenna's wearing in the pic)
ReplyDeleteI am also in complete accord with WFF and Gigi. To me, it seems a much better idea to revamp the website and score a great fabric designer than start a blog. I think they have discovered a big hole in their fan base and they are seeking to plug it with a healthy dose of Jenna. I've no doubt she's a delightful lady, but reading her thoughts on the new company blog will not influence me to buy more, nice clothes manage that on their own. If she comes forward with the confession that she started reading Ayn Rand in her freshman year of high school, then yes, that will pique my interest in her personally, but again it would not make me any more infatuated with the brand. I know I will grate on many JCAs nerves when I say this,(and pardon the cliches) but coming up with this late-to-the-game, shameless-self-promotion blog is one more example of MD & Co going for the cheap fix rather than addressing some real issues.
ReplyDeleteI'm interested to see how this turns out. It could be a great tool. But I will be surprised if there is much interaction over there. By not having reviews of items on their site, and not caring when defective items go out, J. Crew has said they don't really care much about quality anymore. Once the item is out of the store, that's it for them. I understand clothing has become more disposable, but plenty of other companies stand behind their product (Nordstrom, LL Bean come to mind). I only began shopping at J. Crew in 2005 or so, but even in the last five years, it's apparent quality is not a concern for the company anymore. I hope that changes again in the future.
ReplyDeleteI love J. Crew for a lot of reasons and probably 70% of my closet is from there (I know, that's not much over here haha). But when you charge $68 for a tee, it should last for more than a few wearings.
We've all seen how things can quickly descend into a big pot of negativity on here. But when people care deeply about a brand and identify with it, they are going to hold it to a higher standard and be upset when the brand disappoints them. J. Crew has a cult following for many reasons: the (old) CS, the colors, the fresh styling. I think we're all rational enough to know one defective or wrong item in an order is bound to happen from time to time, but when clothing arrives in small balls with no tags and reeking of perfume, that's disappointing. And when you have to argue your case to a SA or CS, that's infuriating.
The women (and men) who post here all have interests outside of J. Crew and clothing. I've been so pleasantly surprised by the dialogue that happens here - I think it speaks volumes about the brand to have such an intelligent, loyal group of followers. We know people from JC read this blog, so why don't they take it a step further and respond?
Lastly, I think we'd all agree there are more important in the world than pencil skirts and cardigans, but I'd imagine most of us are very generous, productive people outside the world of this blog. I can't help that I want to look good while I'm saving the world - and I can't have combing sweaters, fixing fallen hems and arguing with CS get in the way of that.
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ReplyDeleteKnowing that Jenna read Ayn Rand as a freshman is exactly what I don't want to know. Ya know?
ReplyDelete{Am enjoying reading everyone's perspective here, in agreement too..I want to like the blog, I want to read more about fashion and creativity. And I hope it is genuine and fresh, but I'm a bit jaded these past 2 years,-- there seems to be this "poser" attitude to JCrew styles. Like those fake eye glasses to make you look nerdy, or sequin shorts to make you like Lolita. Or put it together and you are a nerdy Lolita but too innocent to know it - huh?}
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ReplyDeleteI am going to chime in with a totally unrelated comment about how much I like coming to blogs like this one, and Gigi's and a few others. It's because I get to be in the company of the most amazing, charming, funny, intelligent, articulate women I never met. I love all the opinions and the discussions and no matter what the topic I find something that makes me think, makes me smile and makes me grateful I read it.
ReplyDeleteI really think the blog is almost a natural extension of the direction the company has been heading lately. They are moving to a more diverse selection of clothing; from a variety of sources/companies.
ReplyDeleteMost likely the blog will be more on an advertisement for the company, a more detailed list and feature of it's in good company sections in the catalogs and website.
If nothing else it will give many of us something to scoop out.
I'm not sure what to expect. Is this going to be a blog with style ideas and information I can actually use? Or is it going to be "what Jenna and her friends ate for lunch" and nonsense like that? Unfortunately, I suspect it will be the latter...
ReplyDeletegem_twin, just a little perspective from my corner. Regardless whether quality has declined across every brand or not, people complain about the decline in J.Crew quality and customer service here simply because this is a blog about J.Crew.
ReplyDeleteI agree with others that people really identify with the J.Crew brand and have high expectations for what it should and should not be, based on their own wants and needs. The depth of feeling is totally amazing IMO.
A lot of the people here are incredibly discerning shoppers and tough to please. The fact that they shop J.Crew is a real testament to the power of the brand. Some JCAs spend considerable $ on J.Crew regularly and for that they expect to be satisfied with the merch and to be treated fairly if they have issues. When that is not the case they vent and seek out support and there are plenty of us here who can relate. This is all perfectly normal from where I sit and hanging out in the blogosphere can give anyone who chooses to contribute a voice and a sense of community with those having similar interests.
Anyhooo, the "official" J.Crew blog seems almost a day late and a buck short but I will most definitely be checking it out.
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ReplyDeleteGemtwin, I feel compelled to say that I hope you don't feel offended or attacked by the comments that followed yours. I think I, and others, just want to express that we really *are* for the brand even though it doesn't always seem that way. J Crew is so lucky to have passionate customers that continue to be loyal even though they feel disappointed by the brand. For J Crew, I recommend a life coach. They could really use one right now. *lol*
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ReplyDeleteThis is OT but I'm sure you lovely JCAs are aware of the fact that Fall Fashion Week is upon us. Since my beloved DH is out of town, I'm reading my Aussies the WSJ articles for their bedtime stories. After this weeks winter blast, reading about Fall clothes makes me feel like someone has cancelled Spring and I didn't get the email. I don't know about you all but I am so ready to roast my toes, and as many other body parts the bikini police will allow, in the warm Bluegrass sunshine. Come on Spring!!!
ReplyDeletesub!
ReplyDeleteWanted to add that I personally felt compelled to respond to gem_twin because of that little bit toward the end about people thinking their comments made them sound intelligent...?
ReplyDeleteNot sure what that was about, not even sure if it was directed at me, but I didn't appreciate it. It felt like a dig and it implied that people were sounding off to make themselves sound smart (?), which makes no sense at all to me. We have conversations like this almost daily here. Some of us happen to be more than just casual shoppers and more than just J Crew fans -- we're in the marketing and communications arenas professionally, so we tend to be more aware of CRM in general -- customer expectations, comparisons to what other retailers are doing in the areas of technology and customer service, etc.
It's unfortunate that a provocative and interesting discussion among a group of adults would be categorized as talking to hear oneself talk.
I don't think I'm going to follow the J. Crew blog much. I'd rather hang out here because on this blog, I know I can get the straight scoop. Like someone else pointed out here or in another post, before I buy an item at J. Crew, I check this blog for reviews. It makes a difference about whether or not I purchase! As for negative comments, there's a difference between negativity for negativitie's sake and negative comments that are just factual. Most of the time, the negative comments here are just telling it like it is.
ReplyDeleteBy the way, David, I too am soooo ready for spring!
I would only be interested in the official "J.Crew Blog" if there is some dialog between customers/fans and the company.
ReplyDeleteI don't think any other JC blog can come close to as what we JCAs have going on here. Thanks Alexis!
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ReplyDeleteGem Twin, don't confuse justified negativity for spitefulness. There's a lot of excessive negativity on the internet, but I've only seen that here once, in the thread where that one person (a guy, I think) said Lauren Hutton was ugly and a bad choice for J Crew. But even then, that comment was really only annoying, because I was thinking he'll eventually find out how hard it is to stay looking good when he's over 50. :)
ReplyDeleteI will not read J Crew's own blog because I think it will be manufactured instead of free speech. I like J Crew, but not THAT much. :)
Oh J Crew, I would like you more if you would reinstate a nice final sale discount promo again ......
Being negative doesn't make you sound less intelligent. It means you're still passionate about something. Apathy means you're dead in the water and you just don't care, one way or another.
ReplyDeleteIt can't always be roses, rainbows and pixie dust. :)