Why J.Crew’s Pinterest catalogue preview is a groundbreaking social media move

“Just for our friends on Pinterest,” the caption reads at the top of the newest board on J.Crew’s Pinterest account. The brand, known for its versatile knits and colourful separates, has taken to the digital world to give fans a first glance at its highly anticipated September catalogue (which features a variety of our Fall 2013 trends, we might add). The caption also gives instructions for eager customers to pre-order their favourite looks before the collection hits stores this Wednesday. The choice to use Pinterest for a sneak peek was promoted this morning on J.Crew’s Facebook page and Twitter account with a tweet: “Want an exclusive first-look at our September Style Guide before anyone else?” And what could be more tempting than that?

While other brands have Pinterest accounts, few are fully embracing the platform as a means for really communicating with customers. J.Crew’s latest social media move puts the company in the ranks of Oscar de la Renta, whose new Fall 2013 campaign was unveiled via OscarPRGirl’s Instagram account; and of H&M, who used Instagram to release a sneak peek of their collaboration with Isabel Marant. With over 52,000 followers on Pinterest, almost 175,000 followers on Twitter and about 1 million Facebook likes, J.Crew’s digital audience is, well, huge. What’s even more impressive is the fact that J.Crew’s social media department didn’t even exist a year ago. For the brand’s print catalogue subscribers, fear not, you’ll get your snail mail style guide—it’ll just be fashionably late. As for us ditigal kids, you can sneak a peek at J.Crew’s September Style Guide on Pinterest right now.

The post Why J.Crew’s Pinterest catalogue preview is a groundbreaking social media move appeared first on FASHION Magazine.