J.Crew Group Inc. this week tapped the new Snapchat-like Instagram Stories to preview its September collection a week before it’s officially released.
The retailer, No. 49 in the Internet Retailer 2016 Top 500 Guide, on Monday posted an eight-tabbed story that starts with an image of a woman wearing pink sunglasses, followed by a message “We’re having a PINK moment. Introducing our newest sunglasses.” Subsequent slides noted J.Crew was offering its Instagram followers an exclusive presale of the first 50 pairs for $128 apiece. Because the post was an Instagram Story, it disappeared after 24 hours. Then, on Tuesday, J.Crew posted an Instagram photo to its account with instructions on how to buy the sunglasses.
The retailer used Curalate’s Like2Buy product to drive shoppers from the visual-focused social network to its site. When a consumer clicked on J.Crew’s Instagram profile page she was taken to a gallery of Instagram photos that, when clicked, go to J.Crew’s e-commerce site. The sunglasses put aside for the presale sold out during the first day.
J.Crew viewed the campaign as an experiment to try Instagram’s newest tool, says a spokeswoman. Instagram Stories could offer J.Crew another way to engage with its sizable Instagram following; the retailer has 1.5 million Instagram followers of its women’s-focused @jcrew account and another 17,700 followers of its men’s-focused @jcrewmens account.
Instagram Stories launched earlier this month.