JCrew: energizing relationships through brand story

Brands, and customers, are energized through the power of story.

The right stories humanize the brand and create stronger connections for people by providing a feeling of authenticity and intimacy. And the right stories – those that others can find themselves a part of – are ones that people will want to tell, participate in and own.

In this case, the brand is J. Crew. And it’s the behind-the-scenes story of the design team’s trip to the renowned Ratti and Canepa mills in Lake Como, Italy, where they source many of their prints.

You can see the images, watch the film or read the story here.

In a world of distrust around things big, powerful and guarded, weaving stories into our products and brands will increasingly define success.

Do you agree? Please share your thoughts.

Eric Brody

Eric Brody is President of Trajectory, a brand consulting and marketing agency specializing in creating momentum for customers, brands and businesses across the related categories of health, wellness and beauty.

2 thoughts on “JCrew: energizing relationships through brand story

  1. J.Crew does an excellent job of making their brand very human. With their easy to navigate website, their very own Executive Creative Director “Jenna’s picks” highlighted, and everyday employees modeling new styles, the brand makes you want to be involved and engaged.

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