J.CREW

Digital Strategy

By: Elizabeth Giuliani

COMPANY BACKGROUND

• 1983 Mailed out the first catalog

• 1989 First store, New York

• Over the years, paired with iconic brands such

as Jack Purcell, Timex, Thomas Mason, and

Red Wing

• Line Extensions: Crewcuts, Weddings and

Parties, and J.Crew Collection

• Went global in 2011, reached over 100

countries by 2012

• J.Crew Factory (1988) and Madewell (2006)

TA

RG

ET

MA

RK

ET

Men and Women

Ages 21-40

Soon/Recent College

Graduates-Business

Professionals

Enjoy being stylish at

an affordable price

ADVERTISING CAMPAIGN

We want to offer reasons for customers to enter

the store or shop online.

Encourage customers to feel their best and share

their stories

The career and life success that the customers

have while wearing the brand

Boost awareness and show others different uses of

J.Crew

Share your success stories with us on social media.

“How has J.Crew dressed your success?”

FACEBOOK, TWITTER,

INSTAGRAM, PINTEREST

• Monthly contests encouraging

customers to post and tag us

• Winners will win various J.Crew

prizes

• “Upload how J.Crew has dressed

your success and win a $50 gift

card!”

• Social media posts will have

updates on coupon codes and

free accessory giveaways.

GOOGLE ADWORDS

Keywords: “College Graduate” and “Business

Attire”

Excellent method of generating clicks per day

due to the low cost of Adwords.

MOBILE APPLICATION

• Easy and effective way of

accessing information about

J.Crew

• Products, store locations, and

seasonal coupons/promotions

KEY INDICATORS

• Pay per click

• Measuring impressions

• Track online spending

• Monitor in-store purchases

• Contests will give customers an incentive to get involved while

tracking how much inventory is being sold.

COSTS

Low costing campaign due to low costs of Adwords

and social media.

Adword Campaign: (most costly)

• $1.5 Million

Mobile application

• $1 Million to create

• $6,000/year to administer

Manual work

• Manage and run social media accounts

• Ensuring all accounts are consistent with each other

CA

MP

AIG

N

GO

AL

S

Increase brand recognition as an affordable, yet high end

clothing line.

Increase consumer interaction through social media

SUMMARY

J.Crew provides customers with high-end clothing, ranging from

business attire to casual, everyday clothes

This advertising campaign will increase brand recognition.

Increase consumer interaction by sharing success stories

Creating a mobile application will give an easy way to access

everything related to J.Crew.