Picture your favorite article of clothing in your mind’s eye.  Now, imagine that the piece is considered “vintage” by today’s standard. Have you ever wished that your favorite fashion brand would bring back that dress you so loved or type of skirt that was tailored in such a way that it was suited best to your body?


Recently, J.Crew demonstrated that their brand values this type of concern. The clothing retailer made a customer’s dream come true when they granted her wish for a revival of a beloved vintage swimsuit.


Last year, Jenni Avins wrote an open letter published by New York Magazine’s The Cut blog. Avins was seeking out her favorite swimsuit and was disappointed when the style was no longer being sold. “It’s that simple, sexy, and sporty suit with straight, tank-top-style shoulder straps that swoop like the letter U, dipping seductively in the back to the area just above my waist,” Avins wrote. “These swimsuits filled the drawer I shared with my older sister in the nineties, and I took them for granted.”


Showing the ultimate sign of a customer-centric brand executive, J.Crew’s Creative Director Jenna Lyons responded directly to Avins’ request by taking a full page of the New York Magazine to publish one simple message, “Dear Ms. Avins – Your wish is my command…within reason. XO Jenna.”


After reviving the classic suit, other consumers begged the iconic brand to make the comeback as well. The $88 swimsuit is now available for pre-order.


What do you think of J.Crew’s full-page ad? Should more businesses address their consumers’ needs in this fashion? Share your thoughts in the comments or tweet me @Kelseymbro