Libby Wadle on Madewell’s Fall Message and Marketing Strategy – WWD

For her fall campaign, Madewell asks the question “What are you made of?” “

It’s a revamp of the spring campaign, with the same inspirational theme and tone, but this time with a celebrity / comic book trio: Phoebe Robinson, Hasan Minhaj, and Chloe Fineman.

“The goal of the campaign is to celebrate self-expression by showing successful people by being exactly who they are. It will continue throughout our fall season, ”said Libby Wadle, Managing Director of the J. Crew Group, which operates the Madewell and J. Crew brands.

The three celebrities each indicate what they’re made of, with a mix of humor and seriousness, with Fineman indicating that it’s all about “playing adult dress up, coffee, flowers, wigs, products. cool, laughing with his sister and arguing with strangers.

Minhaj says, “I am done with a job that I love” and that gives him luck. “I had a lot of jobs that I didn’t like: shopping for groceries, selling printers, working in the drive-thru.

And what is Robinson? “Walking the chaotic streets of New York City, with my headphones blowing up, because that’s when I think best. You know that scary and exciting feeling when you have a good ass? This is what I am made of.

With the fall campaign, Madewell is stepping away from a promotion of up to 40% off that ended on Monday, although the brand doesn’t come across as an overly aggressive discounter like others. Madewell continued on her growth path for several seasons. Its relaxed, easy-going sportswear orientation with denim at the core seems versatile enough for both the pandemic, the home lifestyle, and informal gatherings outside the home. Last April, Madewell finally launched an app and in August 2020, loyalty points were introduced into the Insider perks program, such as free shipping and returns, and early access to new products and invitations. to events.

Below, Wadle answers questions about the campaign and marketing in general.

WWD: What styles are featured in the campaign and most important for the fall?

Libby Wadle: Denim will of course be very present in the countryside. A flagship product that we are really passionate about is our new “perfect vintage straight” jeans, worn by both Chloé and Phoebe. The jeans were just launched as the latest addition to our line of successful “vintage perfect” jeans with a trendy, wider leg fit. It is also the first time that we have included men in a campaign of this scale, reflecting our focus on the future of this company.

WWD: In the development of the campaign, did the pandemic play a role and how?

LW: We have long supported the promising creators of Madewell and for this campaign we wanted to give our support to an industry that has been badly affected by the pandemic. This has led us to work with the National Independent Venue Association and support their work to help comedy and music venues recover after the pandemic has closed, where many aspiring creatives, including campaign actors , made their debut.

WWD: Why these three celebrities / actors in particular for your campaign?

LW: We were drawn to them because they are all dynamic performers with a strong point of view. We also love how they each succeeded in being exactly who they are.

WWD: Has the pandemic had an impact on your fashion offering?

LW: The pandemic has impacted the fashion industry in countless ways, but process-wise, we’ve operated the same way we’ve always done: we read the market, listened to our customers. and met them with what they wanted to see from us.

WWD: Since coming out of bankruptcy in September 2020, has the marketing budget increased, by how much, and which areas have the lion’s share?

LW: For Madewell, we continue to focus on introducing our brand to new audiences and increasing awareness. This campaign is part of those efforts and is an exciting milestone for our men’s business as it is the first time that we have run a campaign of this magnitude.

WWD: Are personal stylists an important part of marketing? How long has the company had personal stylists and how do they communicate best with clients? What training do they receive?

LW: Style has always been an important part of the Madewell experience. From day one we have stylists in our stores and when they closed in 2020 we quickly rotated to offer a virtual program that has become an important point of contact with our customers. Our goal is to deliver the style our customers want, whether in person or from the comfort of their home.

WWD: What are the top three ways to get feedback on style and service?

LW: We have 10+ ways to get customer feedback. One of the most useful is a platform we have created called Group Chat where we poll our customers, asking them what they plan to buy for next season what they listen to or watch.

WWD: Last year you said that over 60% of Madewell customers are Insider members. They generate 73% of the brand’s sales. Has it changed?

LW: Since the launch points, we have seen a significant increase in the number of loyal members as well as the impact our insiders have on our business. We are focused on continuing to improve the program through special events and products.

WWD: Are you doing anything through marketing to encourage store visits given that the pandemic has hampered traffic?

LW: As we have sailed over the past year and a half, we have made it a priority to evolve our services and keep our customers up to date with what we have to offer in stores so that they can shop the way they are. as simple and as secure as possible with us. This has included an increased focus on online shopping, in-store pickup as well as offering style dates, virtually, for those who [would] instead, shop from the comfort of their own home.