J. Crew gets it. We love how they responded when a customer posted an open letter to J. Crew’s creative director, asking for a return of a favorite swimsuit style.
“These swimsuits filled the drawer I shared with my older sister in the nineties, and I took them for granted. Had I known then how difficult it would be to replace these always-lined (but never padded), clean, open-backed one-pieces, I never would have let them go,” wrote Jenni Avins in New York magazine in her impassioned plea to get the favorite piece back on the racks.
“I dream now of a rugby-striped turquoise-and-navy version, in matte cotton-Lycra that chlorine had faded to shades of pale aqua and washed-out indigo, and a shinier solid fuchsia one my sister loved.”
Jenna Lyons, the creative director at J. Crew, responded to Avins a few days later, promising to talk to her design team about it. And now, the moment Jenni has waited for has arrived. J. Crew has announced –via a wickedly fun and creative ad spread in The Cut — that the suit is back.
According to this article in Creative, “Ms. Lyons made good on her promise via a two-page ad that appeared among the pages of The Cut. The spread shows a model wearing the suit, with a note from Ms. Lyons herself to Ms. Avins: Dear Ms. Avins, Your wish is my command … within reason. XO Jenna.”
The hand-written note is a fantastic touch, and a nod to the old direct marketing trick of “hand” writing the recipient’s name on the envelope.
Kudos to J. Crew for listening to their customers’ needs instead of pushing their own fashion agenda. And major kudos for using a print ad to tell such a fantastic part of their brand story.