If you are breathing, you most likely have seen and heard about J.Crew’s catalog relaunch. The NYC- based company is currently taking it to the next level. From holding a private event at the New York Public Library for the New York socialites and celebrities, to creating interactive free events for the public, they have something for everyone. For us watching from the outside, we are eating up every bit of it. This being said, let's divulge their current marketing comeback.
Courtesy of J.Crew
The catalog is back, being seen on the subways, in window displays and in everyone's favorite tote. This is the first time we are receiving a catalog issue from J.Crew since 2017. This seven year lull most-likely came due to a consumer spending shift. Nevertheless, consumers were disheartened at the absence of the beloved catalog. With that, this long-awaited return does not disappoint. Featuring editorial shoots mixing cherished craftsmanship on the east coast beaches, light luxury prep in Central Park, and a one-on-one with Demi Moore.
Courtesy of J.Crew
Courtesy of J.Crew
Rather than being product heavy, an editorial story emerges in the catalog. Selling this current season line, they have incorporated fresh marketing tactics to pair with it. J.Crew created an exclusive evening full of celebration at the New York Public Library. Displays teasing their new catalog lined the entrance. The following room opened to a tasteful exquisite dinner. Filled with pastries, fruits, and desserts, the pre-dinner spread was not anything less than exceptional. Crisp white linen tablecloths cascaded over the long tables. Floral arrangements adorned each table with soft colors palettes. Guests had a consistent flow of wine to accompany dinner. The subtle table lighting added touches of romance. The details found through the night were the epitome of elegance. The air felt expensive while being filled with laughter and joy. Timeless music danced through the room from a live jazz band. A special performance with Anika Noni Rose left the crowd in awe. In the end, J.Crew wanted to create one of those ‘once in a lifetime’ NYC nights. It is safe to say, the night was a success.
Courtesy of BFA.com
Courtesy of BFA.com
After the festive night, J.Crew’s team took to the streets to let everyone in on the fun. Curating an aesthetic afternoon, the catalog was made available to the masses in an iconic modern approach. A J.Crew newsstand was made available on Prince Street. Collaborations for the event included Chamberlin Coffee and BonBon Swedish Candy. While handing out catalogs, complimentary coffee and candy were served up to all in attendance.
A nostalgic interactive payphone gave attendees tips on cashmere care and special voice notes. This activity was a call-back to the original catalog call-in order number. These picture perfect moments could be documented on social media with the J.Crew cover filter. If someone could not make it down to the newsstand, not to worry, J.Crew’s very own catalog boxes were placed all over the city. The catalogs were also made available at Iconic Magazines Mulberry location for a limited time.
Courtesy of J.Crew
Peeking inside the raved about catalog, the reader steps foot into J.Crew’s world of modern prep, subtle luxury, and cherished fabrics to adorn those memorable moments. From being in the heart of the city to the edge of the coast, the line surfaces feelings of refined desire, pristine youth, and meaningful quality. This creates a wholesome thought that the garments may nurture those who are longing for ease and durability in different aspects of life. Wearing J.Crew could make a commute to work, walk in the park, or mini weekend getaway more desirable.
Signature items seen in print include barn jackets, penny loafers, cashmere and roll neck sweaters. To easily access shopping online, there are QR codes made available within the catalog. Demi Moore’s feature speaks on her history with wearing J.Crew, and how her own pieces have been steady key items in her wardrobe throughout the years.
Courtesy of J.Crew
Courtesy of J.Crew
Since the rise of fast fashion, J.Crew has had challenges with sales, leading to bankruptcy in the beginning of 2020. Signature quality garments' value was being replaced in many consumers' minds with short-lived trends, and financial deals. However, with a rise in sustainability interest and capsule wardrobes, people are turning back to their classics that stand the test of time.
Since their brand makeover, J.Crew is back and here to stay. Reviving the best parts of what makes J.Crew a household name, their current momentum has fans optimistic of the future. Quoting J.Crew, Fall of 1986, “Go ahead, fall in love with it. It’s not about to go out of style.”
By Brooke Reynolds