Everyone interested in how to execute proper messaging in the wake of a crisis or tragedy should pay attention to J.Crew. In the days leading up to the storm, the company sent out its usual email blasts touting the “winter’s brightest coats”, helping customers figure out “how to wear winter whites”, or enticing them with subject lines like “Tweed, please”. The company didn’t mention Sandy itself until today, when its message read:
Expressing concern for storm victims? Check. Explaining how the crisis will affect customers? Check. Avoiding any attempts at humor or blatantly exploiting the crisis for attention? Check.
Now that wasn’t so hard, was it?