The first look at J. Crew’s fall catalog isn’t reserved for the glossy pages of a traditional mailer anymore. This year, the fashion retailer is getting hip to glossy (and matte) displays of another sort: any device with access to Pinterest.
On Monday, J. Crew unveiled its fall catalog board on Pinterest, giving loyal followers an early glimpse at the collection and the opportunity to preorder new styles. The effort is a social media marketing first for any fashion brand on the virtual pinboard site.
It’s a fresh move for J. Crew, which just last year didn’t have even a smidge of social media presence. The board features all the women’s looks for fall. No mere coincidence there: The overwhelming majority of Pinterest’s 70 million users are women.
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We’ve seen Nordstrom integrate the social scrapbooking site in a novel way, but this is the first time a brand has debuted a full catalog on Pinterest. It’s a practical strategy for J. Crew, which has experienced a growing cult interest in recent years. The image-based platform is yet another way for the brand to create buzz, engage followers, and give consumers all the more reason share their favorite pieces.
As fashion magazines release their biggest September print issues to date, J. Crew’s Pinterest strategy leads the retailer’s oncoming digital marketing sprint, which includes a Style Guide campaign on Instagram, as well as a new online video series.