Obamas ring in inauguration with J.Crew
At today’s inauguration, Michelle Obama accessorized her yellow Isabel Toledo sheath with cashmere-lined green leather gloves from J.Crew, while daughters Malia and Sasha were dressed almost entirely in the retailer’s preppy fashions. But don’t rush out to the nearest J.Crew store to get the same look: The only items that came off the rack were Michelle’s gloves. The girls’ overcoats were designed exclusively for them and were made in “one-of-a-kind colors,” said J.Crew spokeswoman Margot Fooshee. “Some of the pieces, including the coats they were wearing, we’re looking at incorporating into our fall assortment for 2009,” Fooshee said. In recent months, Michelle Obama has been a vocal supporter of J.Crew, telling Jay Leno on the “Tonight Show” in October (while wearing a sweater, tank top and skirt by J.Crew): “We ladies, we know J.Crew. You can get some good stuff online.”
Some inauguration viewers were fascinated by the historical tidbit that President Barack Obama took the oath of office on Abraham Lincoln
’s Bible. Others were more interested in the J. Crew sage green leather gloves that Michelle Obama
wore to hold the Bible for her husband — not to mention the pale pink and royal blue wool coats the Obamas
’ daughters wore, also from J. Crew.
For media companies and marketers riding the wave of interest in President Obama’s inauguration with tie-ins, promotions and advertising, it amounted to a slam dunk. But some played it smarter than others. Audi, J. Crew Were Two of the Biggest Winners; Twitter Battled Delays.
With a little bit of Gmail contextual wizardry, J. Crew is capitalizing on Obama and his wife Michelle with a google text ad that leads to a commerce-focused landing page. Its a smart move and I can almost forgive the copywriting, which reads, “All politics aside…this outfit gets our vote.”