Meet the shopping catalog of the future

J. Crew posts its entire fall line early on Pinterest, drumming up buzz and getting an early sense of what's popular.

By Kim Peterson Aug 21, 2013 1:52PM
J. Crew Collection antiqued floral top (© J. Crew)J.Crew made a surprising change in policy this week when gave Pinterest users an exclusive first peek at its entire fall line.

The company unveiled its new collection on Pinterest even before its own website and printed catalog. It gave Pinterest users a phone number and an email address for early ordering, and offered the services of its "very personal stylist team."

The move was significant enough for Bloomberg Businessweek to call it J.Crew's "catalog 2.0." And it does have the feel of the catalog business taken to the next level.

J.Crew has 65,000 followers on Pinterest, and many of them jumped in to respond. They adored the new oxford shoes coming out. "Gotta have these shoes!!!" wrote one user. They shared the "horsing around" sweatshirt 419 times, with comments like "I require this sweater immediately!"

It was a level of active interest and response that J.Crew could never see on its website or with its printed catalog. It also gave J.Crew an online focus group of sorts, as well as a sense of which new products would be immediately popular, writes Kyle Stock of Bloomberg Businessweek.

Stock also notes the "aspirational" tone to Pinterest, one that J.Crew would love to be associated with. "A pair of fancy sweatpants on J.Crew's website are just fancy sweatpants (albeit paired with gold high heels), but sweatpants on Pinterest are part of a super-saturated collage of desires that go well beyond stuff you can buy at J.Crew," he writes.

Nordstrom (JWN) and Neiman Marcus are also showing some items on Pinterest, helping the site turn from a place where you go to see trendy fashion to a place where you go to buy.

More on moneyNOW

Aug 27, 2013 7:18PM
Unfortunately torpedox64 is too narrow-minded to realize that not all people are physically able to leave their homes to "go shopping". 
Aug 27, 2013 5:37PM
WHO F*****G CARES? hope they have a Super Fat **** line for all the lazy people who cant get off the couch to go shopping!
Please help us to maintain a healthy and vibrant community by reporting any illegal or inappropriate behavior. If you believe a message violates theCode of Conductplease use this form to notify the moderators. They will investigate your report and take appropriate action. If necessary, they report all illegal activity to the proper authorities.
100 character limit
Are you sure you want to delete this comment?


Copyright © 2014 Microsoft. All rights reserved.

Fundamental company data and historical chart data provided by Morningstar Inc. Real-time index quotes and delayed quotes supplied by Morningstar Inc. Quotes delayed by up to 15 minutes, except where indicated otherwise. Fund summary, fund performance and dividend data provided by Morningstar Inc. Analyst recommendations provided by Zacks Investment Research. StockScouter data provided by Verus Analytics. IPO data provided by Hoover's Inc. Index membership data provided by Morningstar Inc.

Trending NOW

What’s this?


[BRIEFING.COM] S&P futures vs fair value: -8.00. Nasdaq futures vs fair value: -19.00. Nasdaq at... NYSE Adv/Dec 0/0... Nasdaq Adv/Dec 0/0.