“Hello, World!”: J. Crew’s International Campaign to Engage Shoppers

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J.Crew Unveils Hello, World! An Online Feature To Engage International Audiences

New York—Even though J. Crew has yet to open its first international location, the specialty retailer is making sure potential customers around the world know exactly what it is and what its shoppers are like.

The company–which recently announced a partnership with Lane Crawford to sell merchandise in China–also sells to more than 100 countries through its website. Now the American retail brand is unveiling an online experience to further engage with potential international customers.

Enlisting award-winning fashion photographers and bloggers, Garance Dore and Scott Schuman, to travel the globe—from Madrid to Hong Kong, Berlin to Tokyo and Milan to London—J. Crew asked them to capture its “quality and design through 10 international tastemakers and how they wear J.Crew making each item distinctly their own.” The web feature, “Hello, World!” is photographed, filmed and narrated by Schuman and Dore.

Web Feature Aimed at International Markets

“Scott and Garance have had an incredible impact on style and fashion inspiring people everywhere,” said Jenna Lyons, president, creative director at J. Crew. “We couldn’t think of better storytellers to capture the way the world is wearing J.Crew.”

The first of the two-part feature launched at www.jcrew.com/HelloWorld on June 15 and features “tastemakers:” Hilary Tsui, style blogger and owner of the well-known Hong Kong boutique, Liger; TK Mak, founder of Hong Kong-based trendsetting pop culture magazine, Milk; photographer and fashion blogger, Berta Bernad of Madrid; Berlin’s Sven Schumann, founder of online interview magazine, The Talks; and Popeye Magazine’s editor-in-chief, Takahiro Kinoshita of Tokyo.

Beginning in July, the second installment will unveil the photo diaries and video portraits of 5 additional stylish influencers from Paris, Milan, London and Sydney.

“Hello, World!” also includes an invitation for consumers outside of North America to become J.Crew Insiders. Insiders will receive various VIP member benefits including complimentary expedited shipping through the end of the year, priority access to J.Crew’s team of international personal shoppers as well as duty free shopping through August 31.


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