J. Crew has stepped outside of its normal catalog debut by posting its fall lineup on social sharing platform Pinterest.
The company posted the catalog to its Pinterest followers on Monday.
The debut is a big transition for J.Crew which until one year ago didn’t have a social media marketing department or a Pinterest account.
The maneuver also marks the first time that a major fashion company has debuted a new seasonal lineup on Pinterest.
While J. Crew is the first brand to debut a clothing lineup on Pinterest it’s not the only social network conscious company. Oscar de la Renta recently debuted its fall clothing line on Facebook-owned Instagram.
J. Crew now plans to ramp up its reach over the coming weeks with more online and offline campaigns. One of those campaigns will be an Instagram promotion used to promote its in-store Style Sessions event on August 22. The Instagram event will ask customers to upload photos of themselves for a chance to be featured in the J. Crew Style Guide.
When Fashion Week rolls around on September 5. J. Crew will report from the event via its official Tumblr blog.