J. Crew Strategy

Claire Wixted

Primary Target Audience

•Young men and women

•Educated

•Median age of 28

•Annual income around $60,000

Secondary Target Audiences• Men and women

with families as well as their children• Children 2-12

years of age

Key Performance IndicatorsThe biggest performance

Indicator will be shown through our social media websites

• Favorites and Retweets

• Likes and Shares

• Pins and Repins

J. Crew currently doesn’t have a large following on social media sites, so bringing the business into this world a little farther will help us bridge the gap and produce the numbers we plan on. 

Big Idea• Make J. Crew extremely

interactive!

• Want customers taking pictures on themselves wearing their J. Crew outfits, bags, jewelry, shoes, etc.

• Want them to upload the pictures to any or all of their social media websites and tag J. Crew in their posts.

Big Idea Continued• Everyday we’ll choose a

winner to win a gift card of different amounts, an article of clothing, accessory, etc.

• This gives people the incentive to post pictures and shows J. Crew is interested in their customer’s lives.

• Have customers “check in” on Facebook or Foursquare at J. Crew when shopping for a small discount

Mobile Strategy• Create an app

where users can check for any sales or new items

• Users would be able to scan the barcode of a product to see what other J. Crew items would mesh well together

Tools and Tactics

• Plan to use Facebook, Twitter, Pinterest, Instagram, and mobile application

• Need to make sure a tone for these websites is created and followed between every platform

Budget • A smart budget

would be about 6% of sales which comes out to $30 million

Summary • Primary target

audience is 28 year old men and women

• Make J. Crew interactive with pictures and contests

• Create a mobile application

• Create an overall tone for J. Crew and all of their social media platforms.