J.Crew are a catalog retailer in the US. Michelle Obama wore their kit at her hubby's first inauguration bash and set the tone for a presidency that was styish but not so so much Jackie O prêt-à-porter as a Yo! to go .
Something happened the other day that is worth noting. A blogger for New York magazine wrote an open letter to the company asking them to bring back a discontinued swim suit. The retailer responded - taking out a double page spread in the magazine to announce that the togs were back in all their scoop backed glory.
The blogger acknowledged the acknowledgement online and the story loop closed.
Bloggers can be influential - it pays to listen to what is being said about your products. If they are super-fans (raving fans as Tom Peters famously labelled them) then they may be incredibly influential…'mavens' - as we are throwing around the nomenclature of big-name commentators.
Be human - even if you're a big brand. Nobody cares about faceless corporations anymore. We all know that there is someone in a cubicle or a corner office pulling the levers that make things tick…don't be too slick.
If your customers ask for something - there might be value - not just at the cash register - but also as evidence your brand is responsive and fleet of foot.
This blog is a notepad of contemporaneous and sometimes extemporaneous thoughts about creativity, strategy and ideas.