Word: crews
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...fact, J. Crew scored a clothing coup throughout the Inaugural festivities. The girls also wore J. Crew coats to Sunday's star-studded "We Are One" concert, which was broadcast on HBO. The next night, at the Kids' Inaugural concert, where the Obama gals and military families rocked out to Miley Cyrus and the Jonas Brothers, Michelle donned an olive J. Crew cardigan over a blue J. Crew skirt and top. The First Lady also wore green J. Crew gloves to the Inauguration. The company says the pieces were designed specifically for the new First Family, though J. Crew...
What can Inaugural buzz do for J. Crew's bottom line? Compared with most retailers, the company has stayed strong since the economic downturn began. "J. Crew continues to be one of the few retailers offering differentiated and unique merchandise to customers," analyst Christine Chen wrote this month in a report for Needham and Co. CEO Mickey Drexler, ex-chief of the Gap, has jump-started the brand by revamping the quality of its merchandise. But the economic downturn has not left J. Crew unscathed - profits fell 6% through the first three quarters of fiscal 2008. "It's a huge...
...First Parents some unease, their daughters have tremendous star power - and it's only going to grow. "We are going to want to know what they eat, read, watch and wear," says Cohen. "They can influence an entire generation." But the whole phenomenon puts a company like J. Crew in a tricky spot. Yes, it needs to leverage the family's affinity for the J. Crew brand. But will consumers think the company is exploiting these young girls? J. Crew is so sensitive about this perception that it would not make a marketing executive available to discuss the benefits...
...while you shouldn't expect a J. Crew commercial featuring clips of Malia and Sasha on the Capitol steps, the retailer probably won't sit on this news. Cohen suggests a word-of-mouth guerrilla marketing campaign - for example, a Facebook group promoting the girls in J. Crew that asks users to sign up as fans. "They have to practice the subtle art of selling," says Cohen. "Go out and create a buzz, and just have others do it for you." Chen says J. Crew will most likely send an e-mail to customers in its database - about 22 million...
...matter how J. Crew plays it, the company won't be the only one seeking the First Daughters' approval. "This is just the beginning of four to eight years of marketing opportunities," says Cohen. "The First Lady's staff will be inundated with all kinds of products, offerings and gifts for the girls. Keeping up with them will be a full-time job." Right now, J. Crew is the lucky leader. That coat looked pretty cute on Rosebud, and plenty of kids will want to match her style...