Madewell Does Well

Madewell Does Well

In this day and age, it is extremely important for a brand to be more than just their product, right? We know that customers want more out of the deal, and one of the most recent trends among the ever growing population of the yoga obsessed, man bun enthusiast, and kale connoisseur, otherwise known as a millennial, is the need for environmental friendly brands. Those who have accepted the fact that global warming is real want to feel like they are doing something to help and top brands have taken advantage of the this.

One of these brands is the popular jean brand, Madewell by J. Crew. Madewell launched its “Blue Jeans Go Green” campaign in 2017, in which they promise to take any of your old beloved jeans, recycle them, and turn them into housing installation for communities in need. Customers who follow the brand on social media will usually be reminded of Blue Jeans Go Green once a week with a post that includes a picture of blue jeans and “how to” details. Not only can you drop off the jeans at your nearby store, you also receive $20 off your next purchase and enter in a chance to win free jeans. Madewell also does an awesome job showcasing their impact and the impact of its participants on their website that number the total pairs recycled, amount of waste saved from landfills, and houses warmed from the installation. Although the video below is provided on the website, it may also be influential to include video on their other social media platforms or to show the overall impacts of the campaign.



Dominique Kennerly

Dominique Kennerly

January 20, 2018at 12:30 pm

I agree that corporate social responsibility is now required of companies and a huge selling point from a marketing perspective. Such charitable works entice consumers to donate, which gets them in the store and then gives them further reason to buy with the offer of $20 off and the convenience since they’re already in the store. Being a part of their target market (female millennial living in close proximity to a Madewell location) , I’ve seen this video and other ads across my social media platforms which shows they are targeting well though I haven’t felt compelled to actually donate and buy from Madewell yet which makes me curious about their conversion rates.

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