Project #3: Seeing Voices
The writer I’ve researched is one I’ve followed for years. This writer has
inspired me to invest in my self-confidence and, dare I say it, enhanced my
career. When I take this writer’s advice, I almost always walk a little taller.
The writer is a brand. It’s J Crew. And I love it.
J Crew speaks to its audience the way a trusted friend, mentor, or really good bartender would - with confidence, candour, and conversation. J Crew was founded back in 1983, and I became a fan in the early 2000s, when a roommate received the catalogue by mail every once in a while. When I flipped through the glossy pages, I discovered light-saturated photographs featuring beautifully made clothes that bridged the gap between preppy and fashion-forward, often presented in an expensive yet laid-back location such as a flowering hilltop in the Swiss Alps or a tiny, un-touristy Caribbean island. When I looked at those images, I imagined myself there. The writing within the catalogues, and now on the website and on the J Crew blog, lines up perfectly with the photos. It’s unpretentious but definitely moneyed. It’s playful. It makes you believe that you too can enjoy the finer things in life, and still dance barefoot when it suits you. Consider a comparison between J Crew’s copy for a t-shirt versus another higher-end preppy producer, Brooks Brothers:
J Crew: “This tee is made from American-grown Supima cotton that's so soft it feels like you're wearing nothing it all. (Don't worry—you are.)”
Remember, this is copy about a t-shirt. Yet it’s funny, playful, descriptive, AND sexy.
Brooks Brothers: “This striped t-shirt is made from lightweight cotton with allover ribbing for a textured finish.”
…snooze.
The effect is a desire to be a part of the club – but it’s a welcoming club, and certainly not one of those stuffy, members-only joints. The writers behind J Crew are inviting us to come in, kick off your Tretorns, and relax with a Mojito (likely crafted with artisanal rum and organic mint, fyi).
The writer is a brand. It’s J Crew. And I love it.
J Crew speaks to its audience the way a trusted friend, mentor, or really good bartender would - with confidence, candour, and conversation. J Crew was founded back in 1983, and I became a fan in the early 2000s, when a roommate received the catalogue by mail every once in a while. When I flipped through the glossy pages, I discovered light-saturated photographs featuring beautifully made clothes that bridged the gap between preppy and fashion-forward, often presented in an expensive yet laid-back location such as a flowering hilltop in the Swiss Alps or a tiny, un-touristy Caribbean island. When I looked at those images, I imagined myself there. The writing within the catalogues, and now on the website and on the J Crew blog, lines up perfectly with the photos. It’s unpretentious but definitely moneyed. It’s playful. It makes you believe that you too can enjoy the finer things in life, and still dance barefoot when it suits you. Consider a comparison between J Crew’s copy for a t-shirt versus another higher-end preppy producer, Brooks Brothers:
J Crew: “This tee is made from American-grown Supima cotton that's so soft it feels like you're wearing nothing it all. (Don't worry—you are.)”
Remember, this is copy about a t-shirt. Yet it’s funny, playful, descriptive, AND sexy.
Brooks Brothers: “This striped t-shirt is made from lightweight cotton with allover ribbing for a textured finish.”
…snooze.
The effect is a desire to be a part of the club – but it’s a welcoming club, and certainly not one of those stuffy, members-only joints. The writers behind J Crew are inviting us to come in, kick off your Tretorns, and relax with a Mojito (likely crafted with artisanal rum and organic mint, fyi).
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