The goal of this campaign was to establish a connection and relatability factor between J.Crew and the millennial audience. The concept created was to make the company appeal to a younger audience through social media influencers who had massive appeal. (This project was created in 2012)
Influential fashion bloggers were asked to collaborate and showcase their style using J.Crew clothing. This was so, to ensure that consumers saw the bloggers they follow and take style advice from daily, wearing the the brand's clothes. The idea that the consumer would relate to it and want to be apart of the "CREW", a state of style and a sense of being, was the end goal.
Influential fashion bloggers were asked to collaborate and showcase their style using J.Crew clothing. This was so, to ensure that consumers saw the bloggers they follow and take style advice from daily, wearing the the brand's clothes. The idea that the consumer would relate to it and want to be apart of the "CREW", a state of style and a sense of being, was the end goal.
STUDENT PROJECT
Digital Application
A digital application that allows customers to shop the featured looks and be apart of the brand via social media. Users have the opportunity to showcase their "Crew Style" by posting on instagram and using the hashtag #JCREW to be featured on J.Crew's instagram page.
Direct Mailer/Print
This Direct Mailer was sent out to valued and potential costumers of J.Crew. The mailer contained monthly style tips for each season and used a holographic paper style on the front cover that changed colors when it was held up to the light.
This Direct Mailer was sent out to valued and potential costumers of J.Crew. The mailer contained monthly style tips for each season and used a holographic paper style on the front cover that changed colors when it was held up to the light.
Catalog/Print
This interactive catalog allowed readers to see various J.Crew styles. Each page of the catalog, featured interchangeable looks that the reader would create. Readers could pull on the side of the divided sections on the page and reveal a piece of a new outfit. Customers could interchange between three outfits and also view varied styles of the catalog.
This interactive catalog allowed readers to see various J.Crew styles. Each page of the catalog, featured interchangeable looks that the reader would create. Readers could pull on the side of the divided sections on the page and reveal a piece of a new outfit. Customers could interchange between three outfits and also view varied styles of the catalog.
