J. Crew Debuts Fall Line on Pinterest
Proving the ongoing power of social media as a marketing tool with genuine traction, last week, Pinterest members were able to both view and pre-order items from the Autumn 2013 collection of US apparel brand J. Crew, ahead of its official August 21 launch.
Prior to the line hitting print catalogues and J. Crew’s website, shoppers could view the range, albeit briefly, on Style Guide Sneak Peek (a designated Pinterest page) from August 19. In addition, they could call or email one of J. Crew’s personal stylists to make a purchase.
Items could then be added or ‘re-pinned’ onto consumers’ own Pinterest boards. Demonstrating the power of Pinterest’s ‘share’ factor as a route to raising brand visibility, several pieces from the collection gained more than 300 re-pins.
Although some industry insiders argue that product ‘pinning’ doesn’t lead to sales, a Harvard Business Review report from July 2013 surveying 3,000 Pinterest users in North America and the UK found that 21% of respondents who’d liked or pinned an item did go on to buy it in a physical store. Even more compelling were the timeframes involved: the survey found that 80% of customers who pinned an item to a board were likely to buy it in-store within three weeks of pinning.
J. Crew’s campaign follows in the footsteps of US brand Club Monaco, which debuted its lookbook on Tumblr earlier this year. For more on how brands are harnessing social media to influence sales, see Social Media Seduction, Curation and the Tastegraph and Retailers Pin Christmas Inspiration.