Open letters still work to get consumers what they want. Last August, freelance writer Jenni Avins penned a passionate plea in New York magazine's The Cut blog, asking J. Crew to bring back its scoop back tank swimsuit.
"What I want is smooth, taut fabric that stretches from my shoulders
over my chest and ribcage, with hip-high leg holes and an open back to
expose my skin to sand, sunshine, and seawater. I want it available in
evocatively named colors like hibiscus, marine, and bottle green (in
black, it's simply unstoppable.)"
The letter touched the fashionable heart of J. Crew creative director
Jenna Lyons, who immediately responded, saying she'd see what she could
do. A few months later Lyons announced the swimsuit return
in a two-page New York ad with a sassy, handwritten note that reads,
"Dear Ms. Avins, Your wish is my command ... within reason. XO Jenna."
It's an excellent example of a brand listening to and responding to the
wishes of a loyal customer.
