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Be Prepared To See Lots More J.Crew This Fall

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 Caroline Issa, Tank magazine's London-based fashion director, for J.Crew's fall 2012 campaign
Caroline Issa, Tank magazine's London-based fashion director, for J.Crew's fall 2012 campaign

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J.Crew is one of the few brands that has actually thrived during the rocky economic climate of the past several years, and they're not resting on their laurels. The New York Times reports that the brand has doubled its advertising budget for 2012, and they are kicking off the all-important back-to-school shopping season with their largest ever multimedia marketing initiative. The brand worked with Partners & Spade (Andy Spade's company) to create the campaign, which features "influencers" (everyone's least favorite term) from around the world and will run in fashion glossies like Vogue in addition to digital media and social platforms.

Despite the big marketing push, though, the article also points out that J.Crew's real bread and butter still comes from its catalog, which was recently rebranded as the "J. Crew Style Guide." Last year the company sent out more than 40 million copies, which adds up to more images of breezily disheveled girls in orangey-pink lipstick than we can do the math on.

· J. Crew Wants to Reconnect With Its Base [NYT]
· J.Crew's Hello, World! Campaign Would Like to Demonstrate How Cool These People Look in J.Crew [Racked]
· Mail Orders [Racked]