Planned or not - this is a perfect marketing stunt. Credible, entertaining, engaging... just to name a few. Here is what has happened: Jenni Avins (New York Magazine) is disappointed by her American Apparel Swimsuit and wants J.Crew’s Perfect Scoop-Back Swimsuit back (which has not been manufactured any more). She writes an open letter to J. Crew Creative Director Jenna Lyons.
Now the magic happens: Jenna replys to the open letter as you can read here. And J.Crew instantly posts this double-page advertising in NY Mag. This is authentic and smart!
The story continues with editorial coverage on NY Mag. Let's see how the marketing coup evolves. What is for sure: This season we will have the scoop back swimsuit back in shops. Get one !