JCPenney - CLAD Men’s Fashion E-Commerce
E-commerce merges with editorial content.
Following a year of market research, JCPenney’s Growth Brand Division determined their next area of opportunity to grow revenue online was in men’s apparel. A partnership between JCP and Hearst’s Esquire Magazine was born. Cladmen.com gave men a place to purchase the apparel, accessories and grooming tools they saw in Esquire while learning how to wear them correctly in the Damn Good Advice section where I wrote instructional articles like How to Tie a Bowtie alongside Esquire editors. Our pre-launch strategy included social media teaser ads, a 16-page insert inside Esquire, an interactive iPad ad within Esquire’s app, and an introduction email written by Esquire’s editor-in-chief. At launch, we had 4000 Facebook fans and 300 Twitter followers ready to shop.
Launch Home Page
Display Ad
Facebook Event
Print Ad
Shoppable Insert
Facebook Sweepstakes
Fall Home Page
Damn Good Advice
Digital Ad
Esquire Magazine Insert
Esquire Magazine Home Page
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In a true start-up fashion, I wore a lot of hats. Creative Director, Copywriter, Copyeditor, Digital Content Manager, Social Media Director, Community Manager, Blogger, and I somehow managed to also run our two in-house photo studios.
Concepted, wrote, produced, cast, and art directed all video and photo shoots for on location, in studio, on figure and tabletop
Managed two in-house photo studios and vendors, created sample coordination and styling processes, was the unofficial studio DJ
Created and posted all social content on Facebook and Twitter, ran contests and sweepstakes, managed community engagement and customer service
Managed e-commerce assets, posted content to site, created processes for organizing and storing assets
Concepted, wrote copy and art directed creative for video, social, email, direct mail, print, and digital marketing assets
Blogged alongside Esquire editors, attended trend forecasting and buyer presentations