J.Crew Debuts Fall Catalog on Pinterest

What's This?

By Lauren Indvik2013-08-19 12:17:13 UTC

J.Crew's at-home catalog subscribers won't be the first to glimpse the brand's September issue: That honor will fall for the first time to J.Crew's Pinterest followers on Monday morning.

It's a big move for a company that, until a year ago, didn't have a social media department, nor a Pinterest account. In fact, so far as we've aware, J.Crew is the first clothing brand to debut its catalog on the image-based network.

J.Crew isn't the only apparel brand to choose social media over more traditional channels to introduce its lineup this fall: Late last month, Oscar de la Renta premiered its fall campaign via Instagram. And many brands now debut their print and TV campaigns on Facebook and YouTube, respectively.

SEE ALSO: Gap Buys Up All of Tumblr's Mobile Ads for a Day

In addition to the Pinterest promotion, J.Crew has a number of other digital initiatives scheduled for the coming weeks. The next installment in its short online film series, this one on monogramming, will debut Aug. 21. The company will also be using Instagram to promote its next in-store Style Sessions event on Aug. 22, inviting customers to upload photos of themselves at the event for a chance to be featured in an upcoming Style Guide feature. For New York Fashion Week, which begins Sept. 5, J.Crew will once again keep a "Fashion Week Diary" on Tumblr, giving followers a glimpse of model castings, hair and makeup run-throughs and other preparations for the show.

Image: J.Crew

Topics: Business, Fashion, jcrew, Marketing, pinterest