For all the “listening” that brands claim to do online, there’s a striking lack of action taken in response. J. Crew bucked that trend by bringing back a swimsuit based on an online plea.
Granted, the plea was from a New York
magazine fashion writer, but still, it’s a step forward for any of us who clamor for brands to bring back particular products.
In August, Jenni Avins wrote an open letter to J. Crew
in New York
magazine, asking for the company to bring back the perfect scoop back tank swimsuit:
What I want is smooth, taut fabric that stretches from my shoulders over my chest and ribcage, with hip-high leg holes and an open back to expose my skin to sand, sunshine, and seawater. I want it available in evocatively named colors like hibiscus, marine, and bottle green (in black, it's simply unstoppable.)
Ask, Jenni, and you shall receive.
In a two-page ad in this week’s issue, J. Crew announces the scoop-back’s return, with a handwritten note from J.Crew’s creative director, Jenna Lyons, “Dear Ms Avins – your wish is my command … within reason.”
sums it up nicely:
It's an excellent example of a brand listening to and responding to the wishes of a loyal customer, buoyed by the PR boost of that customer being a writer for a high-profile publication. The only thing sad about it is that we, even those of us who are writers with decently large audiences, don't expect brands to actually listen.
Next up, can we get whoever made Boku to bring back adult juice boxes? In the immortal words of Richard Lewis, “I want a Boku