J Crew: Digital Strategy

Catherine Towne

J CREW: DIGITAL STRATEGY

• Known women’s retail store that offers clothing, accessories, gifts and different home décor

• Highly respected and known brand that is known internationally. There are many stores throughout the

nation that have found much success in what they do and have made a great name for themselves

HISTORY

• The target market of J Crew is woman from ages 17-50 and dress in high end fashion, following today’s trends

• This range satisfies J Crew’s clients because it gives room for new designers and broadens the use of social

media while designers target a younger and more trendy audience

TARGET MARKET

• Campaign Name: “A Step Into Style”• Campaign will be promo code based

• Promo code will be for 50% off for all customers who sign up through Facebook

• Facebook ads that read on the side bar, “A Step Into Style” bumper stickers sent to each of their customers

who signed up and received a promo code

“A STEP INTO STYLE”

BIG IDEA

• The amount of codes that are added up at the end of the month are the new customers and new purchases we

have brought in

• If we reach the goal then we will lower the campaign to 25% off and if not, increase it to 60% off

Use the codes that come from social media because it is our best tracking point

KEY PERFORMANCE INDICATOR

Instagram and Twitter – “likes” or “favorites” result in promo codes.

• Fastest way to attract customers• Blog set up to show off merchandise along with comment

boxes for feedback• This will help promotion along with quality of

merchandise

TOOLS AND TACTICS

• Blogging• Blog set up to show off merchandise along with comment

boxes for impactful feedback

TOOLS AND TACTICS

• Facebook ads expenses

• Will promote for six months

• 3 hours per day for six months

• Cost around 135,000 dollars

Strategically plan it so that the ads are not present for three hours straight. We will find the hours where the

promo is most effective after the first month and have the ads flash at those times.

BUDGET

• Amount of Promo Codes sent via social media will track the amount of customers participating in campaign, “A

Step Into Style”

• With Promo Code, discounts begin at 25%

• Utilizes social media such as: Facebook, Twitter, and Instagram to customer base

SUMMARY

• Begin blog for feedback on campaign and quality of merchandise

• Targets wide range of ages and professions into fashion industry

• Brings in new and improved customers through latest marketing (social media)

http://www.ebates.com/coupons/j-crew/index.htm;jsessionid=abc1lWY4kqiwn7TXd89uu

SUMMARY CONT.