Gigi Guerra, a 10-year veteran of the magazine industry, has joined Madewell as director of brand marketing, a new position at the J. Crew Group start-up division.
Guerra was most recently editor at large of Lucky, where she wrote monthly travel shopping guides and traveled around the world to report on new stores and discover those falling under the radar of the general population.
Previously, she was a senior editor at Jane, where she wrote on topics from enduring wilderness camp to life in a convent, as well as celebrity profiles. Guerra was a freelance lifestyle writer and started her career at YM.
"She has incredible instinct for what's out there and what's coming, and totally gets it," said Millard "Mickey" Drexler, chairman and chief executive officer of J. Crew Group.
Guerra will report to Margo Brunelle, senior vice president of marketing and public relations for J. Crew, Madewell and Crewcuts.
Compared with J. Crew, Madewell offers an edgier take on casual clothes and is priced 20 to 30 percent less. The brand was born from the vision of Drexler and inspired by the former New Bedford, Mass., workwear company that bore the Madewell label. Strategy has centered on viral marketing, including word of mouth and blogs, as well as collaborations with DJs at stores.
"Madewell is really about a cool girl," Guerra said Wednesday. "She reads blogs, has cool friends and she's out in the clubs. She's her own personal stylist, and mixes things in a creative way. She's the point person, stylistically, among her circle." Traditional marketing techniques don't really apply, she added. "Madewell is a more creative brand."
However, like other apparel brands, Madewell is looking to build its following and sales volume, and open additional stores. A two-level, 2,650-square-foot store at 486 Broadway on the corner of Broome Street in SoHo is to open next month. It's Madewell's first permanent Manhattan store, and will replace the temporary unit at 532 Broadway in SoHo.
Madewell launched in fall 2006. There are locations in NorthPark Center in Dallas; Century City Mall in Los Angeles; The Domain in Austin, Tex.; Fashion Show Mall in Las Vegas; The Mall at Short Hills in Short Hills, N.J., and the Natick Collection in Natick, Mass. Stores average 2,500 to 3,000 square feet in size.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty