Clothing brand J. Crew is inviting the general public to join the ranks of its elite models with a new campaign titled 'Cast Me J. Crew,' which enables non-models to be featured in its 2017 gift giving catalog.
J. Crew, like several other fashion retailers, is attempting to offer more inclusive advertising by representing people of different ages, genders and ethnicities. Through this particular campaign, individuals are encouraged to take to social media, tagging their photos with #CastMeJCrew for an opportunity to be featured in an upcoming editorial.
To head the campaign, J.Crew tapped Fashion editor Nikki Ogunnaike, alongside seven other "real people" to model for the campaign. The campaign is looking to spotlight and celebrate the everyday consumer.
Non-Model Clothing Catalogs
The 'Cast Me J. Crew' Campaign Wants to Highlight "Real People"
Trend Themes
1. Inclusive Advertising - Disruptive innovation opportunity: Brands can implement inclusive advertising campaigns that showcase diversity and celebrate everyday consumers.
2. User-generated Content - Disruptive innovation opportunity: Fashion retailers can leverage user-generated content for their catalogs, allowing non-models to become brand ambassadors.
3. Social Media Engagement - Disruptive innovation opportunity: Brands can encourage social media engagement by creating campaigns that invite consumers to tag their photos for a chance to be featured.
Industry Implications
1. Fashion Retail - Disruptive innovation opportunity: Fashion retailers can embrace inclusive advertising to connect with their diverse customer base and drive sales.
2. Fashion Photography - Disruptive innovation opportunity: Fashion photographers can tap into the trend of showcasing real people in their campaigns, challenging traditional beauty standards.
3. Social Media Marketing - Disruptive innovation opportunity: Social media marketers can create engaging campaigns that actively involve consumers, driving brand awareness and loyalty.