Mission works as J.Crew’s global strategic partner (excluding North America) and we developed the communications and launch strategy as they expanded out of the North American market, in particular for their Regent Street flagship store. This involved establishing J.Crew’s reputation in the UK and tailoring the brand’s messaging for a global audience

Mission facilitated the arrival through strategic and influential activations and introductions, helping to amplify the message to consumers through social and traditional media channels

J.Crew’s first introduction to the UK was a strategic partnership with Central St Martins College of Art. J.Crew announced a five year sponsorship of a cashmere competition and a MA scholarship. Mission concieved, created and delivered the whole academic project

To create early interest around the launch, Mission was tasked with opening the first shop for J.Crew; J.Crew at the Stables, a pop-up space located next to Central Saint Martins in King’s Cross and the team devised a strategy

to engage press across a multitude of mediums to make an impact in the British media. This involved organising a blogger and editor breakfast hosted by Jenna Lyons to introduce key fashion influencers to the collection first hand

To create a buzz and amplify the launch of the flagship store on Regent Street, Mission suggested and liaised with set designer Shona Heath to create a bespoke barricade to adorn the outside of the the building during renovations and organised a series of influencer events and activations throughout the three day launch period

The store became J.Crew’s most successful launch in its history