J.Crew Ditched Its Catalog… Then Brought It Back
Summary
J.Crew cut its catalog to go all-in on digital… then went bankrupt. Now, they’ve brought direct mail back—and it’s fueling their comeback.
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Transcript
Years ago, the J.Crew catalog was iconic, right? Everybody had it. And then they made the decision to sort of go all in on digital marketing and J.Crew ultimately, I think declared bankruptcy. And now they've actually turned the business around and part of that turnaround, I won't say it's all due to them restarting the catalog. But they certainly recognized as part of this reinvigoration of the brand and turning that brand around that the catalog served a hugely important purpose for them. Not only did it keep the brand top of mind, but it was helping fuel the top of funnel. It helping keep new customers coming in. And they realized that when they stripped that all out, they could only remarket to the same existing customer so many times.