J. Crew has just announced the launch of their new Fall 2012 campaign. The campaign features successful, fashion-forward individuals from different walks of life, including the UK’s Caroline Issa, Fashion Director of Tank Magazine and Julia Sarr-Jamois, Fashion Editor of Wonderland magazine.
Diego Scotti, J. Crew’s chief marketing officer, says: “We chose very accomplished people who have an impact on our customers and culture in general. They appreciate quality and detail. Our customers identify with them, but the campaign is not about celebrities.”
It aims to communicate the quality behind the J. Crew brand which invests in the finest fabrics, works with the world’s best mills and designs every piece of the collections in-house. The focus is on women’s shoes, handbags & Italian cashmere and the ‘Ludlow’ suit, Thomas Mason shirting & Italian cashmere for Men’s.
The iconic American label speaks directly to those who recognize quality and appreciate the finer details in life. J. Crew uses a quirky and humorous voice in the campaign with lines including “you speak softly and carry a loud bag” or “you like your terriers English and your shoes Italian”, and then concluding with the phrase “We Know You’re Out There”. It is the first time J. Crew has embarked on such a wide multimedia marketing initiative which will be featured in print and online advertising, in the J.Crew catalogue and in stores.
I think they did a great job with it! What do you think? You can also see a preview of the J. Crew FW12 collection at Raindrops of Sapphire, here.
– The Fashion Supernova
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