Last month, iconic American retailer, J.Crew, launched a digital initiative bringing together fashion photographer Garance Dore and blogger Scott Schuman, who were enlisted to travel the globe and capture the international quality and design of J.Crew through 10 international taste-makers assigned to wear the retail chain’s clothing in their most original, creative ways. The initiative makes sense as a follow-up to the brand’s recent launch to more than 100 countries.
The web feature, “Hello, World!” is photographed, filmed and narrated by Schuman and Dore and is fully-endorsed by the brand’s Creative Director darling, Jenna Lyons, naturally.
The second installment of the series launched this month, unveiling photo diaries and video portraits of five stylish influencers from Paris, Milan, London and Sydney.
The feature includes an invitation for customers outside of North America to become “J.Crew Insiders,” who receive various VIP member benefits including complimentary expedited shipping through the end of the year, priority access to J.Crew’s team of international personal shoppers and duty-free shopping through August 31.
Hello World! is another example of a fashion brand leading the way in rich digital experiences, many of which emulate those you might find in a typical fashion magazine. E-Commerce leaning toward publishing – not an unfamiliar trend.
For those of you non-clothing retailers out there: what can you take from this digital experiment? Would your brand be willing to try such a marketing campaign? Why or why not? Curious to hear your thoughts retailers!