Clothing retail companies try recommending others’ goods

“J. Crew saw a business opportunity in assuming the role of a sophisticated and self-assured friend, guiding customers through the infinite offerings of the Internet without pushing them to buy only its own wares.

“‘What the world needs now is curators and filters,’ said Anthony Sperduti of Partners and Spade, the New York advertising agency behind the campaign. ‘J. Crew is savvy enough to know that the Internet has changed our buying patterns.”

from “Buy My Stuff — and Theirs, Too” by Joshua Brustein, New York Times, October 2, 2010

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