Are You Wondering Why We Haven’t Seen ‘Jenna’s Picks’ Lately?Well now we know why we have not been getting those "Jenna Picks" emails recently! It got me thinking that this is a good idea (to involve other members of the retailer in their marketing). J.Crew probably does not want the brand to be associated with one executive only.
By Charlotte Cowles
April 18, 2012
Has your in-box been looking empty lately? Do you stare off into space sometimes, wondering how to fill the void left by an absence of J.Crew's frequent e-mail blasts about Jenna Lyons's impeccable sweater choices and current obsession with hydrangeas? Well, it turns out that "Jenna's Picks" is "currently on hiatus."
Reports Business of Fashion: J.Crew isn’t afraid to take a real stylistic point of view, most famously with ‘Jenna’s Picks,’ a wildly successful section in the company’s catalogue and website — currently on hiatus — featuring products hand-picked by Lyons. [Says Lyons,] “It was totally not my idea, just for the record. It was actually the person who ran marketing at the time, who’s no longer here, and wanted to do something that felt a little bit more personal. We were trying to make people feel like there was a selection of things.”
In the meantime, J.Crew seems to be diversifying their tastemakers, introducing picks from fashion director Gayle Spannaus and other stylish, orangey-lipstick-wearing staffers who offer tips on "borrowing from the boys" and other Lyons-y pearls of wisdom. (Of course, let's not kid ourselves: The e-mails we're most likely to open are the ones titled "30 percent off + free shipping.")
I had to laugh at the last line of the article, because it is so true! Honestly, I only care about the sweet deals being offered at J.Crew.
What are your thoughts on the "Jenna Picks" emails on hiatus? What other taste-makers should J.Crew include in their marketing campaign?