Online shopping is not just my obsession, it’s my primary mode of shopping. In the spirit of true confession, I admit I’ve grown so accustomed to purchasing the majority of my housewares and clothes online that I can’t stomach confronting an overstuffed rack at Nordstrom’s. The thought of digging through piles of clothes to find my right size makes me queasy. And, oh the horror, not seeing the garment displayed on a model or as part of a styled outfit gives me the hives. I’m a visual person and I need to see the shape and movement of a garment on a real person. And that is just one of the reasons I can see marketing genius in Madewell’s new mobile marketing campaign.
If you are not familiar, Madewell is J.Crew’s sister company. Madewell embraces a hybrid urban, Americana, chic aesthetic; it’s all gauzy tops, textured patterns, and classic jeans. If I remember correctly, the company made a big splash on the retail scene about 3 years ago and has steadily accrued a crowd of dedicated fans ever since. But Madewell is setting its sights on something larger than urban buzz.
To promote their tailored jeans, Madewell is sending a Pop-Up store to untapped frontiers.To bring the jeans to the people, Madewell has outfitted a 1978 Airstream trailer with a denim bar, a braid bar, and dressing rooms. The trailer is currently on a tour of America, hitting some major cities but also stopping in little towns were no brick and mortar Madewell stores exist. Shoppers are encouraged to hop on board, slip into the perfect jeans and experience the expert quality and cut of Madewell denim.
But here’s the catch: you can’t buy that perfect pair on deck. So what can you do? You can take a picture of yourself in the jeans to post to Facebook, search the area surrounding the trailer for golden tickets, and get a free ‘do at the braid bar. You have to purchase the jeans online or in a store. What a brilliant way to engage consumers through multiple channels: online shoppers get a chance to really experience the jeans with no commitment to purchase; in-store shoppers get the full retail experience but are driven to the website for purchase; and those who have never experienced the Madewell brand are given a personal, customized introduction. Plus with the added social media and in-store incentives, Madewell is committing a grand feat of brand channel cross-pollination. For more information on the Airstream activites click here.