J. Crew used to have a lock on the business bros. It transformed the traditional office uniform and brought men's wear out of department store basements and onto the racks of specialty boutiques, making the shopping experience feel exclusive and elevated.

However, those days are long over. Filing for bankruptcy in 2020 after desperate failed business attempts to regain its "cool" factor, it's now working to regain its image.

The most notable move towards this is bringing on board Brendon Babenzien, the former design director at Supreme, who singlehandedly invented the streetwear vertical in fashion and the hoodie generation as we know it today.

Babenzien's expertise in developing the notorious Supreme marketing strategy inclusive of the idea of scarcity, exclusiveness, and weekly drops is the innovation J. Crew is hoping to see. For example, he created the hue traditionally associated with My Little Pony. He rebranded it as millennial pink and now nearly everyone owns at least one article of clothing or home goods in that color.

We will watch as J. Crew's new design and marketing strategy rolls out. Only time will tell if the brand can be brought back and regain its status and respect in the fashion industry. 

Vertical Social Networks are the new black. 

If you're thinking "What the heck is a vertical social network?" consider it a social platform that's solely dedicated to niche interests. Hear us out - the opportunity for brands to incorporate a vertical social network into their marketing strategy can be game-changing.

Take Reddit, for example. Reddit itself is classified as a "horizontal network" bringing together people with diverse interests on one platform. However, Subreddits are "veritcal networks" allowing a conversation to happen around hyper-specific topics and interests.

Twitter, a horizontal network, recognizes the increased adoption of vertical networks as it integrates features like Twitter Communities and Super Followers to help build a community around niche interests.

If this sounds like something worth integrating into your marketing strategy you should consider a few things:

1. Members can be protective of their space - ensure you deeply understand the platform's purpose and the community in order to "fit in"
2. You can NOT just promote your brand or products. Vertical social networks are all about community building, so make sure to join conversations and get to know your audience personally to be most effective.

With vertical networks, brands have a significant opportunity to build deep, meaningful relationships with their audience that isn't as easy on horizontal networks anymore.

Some notable examples to check out: Goodreads, Strava, and Nextdoor. 

Who doesn't want to sell more??

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