To drive sales of a new pair of pink sunglasses, J.Crew is taking a page out of sister brand Madewell’s playbook.
J.Crew’s first social media presale launches Tuesday, and with it, 50 pairs of the sunglasses will be released a week ahead of the official drop of the September 2016 collection. Through a link exclusively available on Instagram, J.Crew is offering the limited release to followers paying attention to the feed. Today, the retailer will post to Instagram Stories for the first time to tease the sale with photos of the sunglasses and messages to check back for more information. After the Stories teasers run, J.Crew will post an Instagram photo to its account with instructions on how to get one of the 50 pairs, selling for $128, through the photo and link to be shared on Tuesday.
To read the rest of this story, please visit Glossy.
More in Marketing
As feeds become entertainment hubs, marketers rethink social’s role
As social platforms become entertainment hubs, brands are acting more like media companies to capture attention and drive sales.
How Olly is updating its product detail pages for the AI era
As more shoppers use AI chatbots for recommendations, supplement brand Olly is updating its product pages with clearer descriptions and FAQs to boost AI-driven sales.
In Graphic Detail: Why the best brands are relearning how to entertain first, advertise second
Read on to learn more about the factors driving that shift, in graphic detail.