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...cause the 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...
...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...
...With reporting by Aaron J. Klein / Jerusalem...
...Staff writer Bonnie J. Kavoussi can be reached at kavoussi@fas.harvard.edu...