J. Crew Chooses North Fork Polar Bears As Micro Influencers

A small community of stalwart enthusiasts, the NoFo Polar Bears meet each Saturday

Like many agile brands, J. Crew is trying out micro influencers as a fresh effort to gain relevance and sales. Micro influencers have clusters of fans and followers not in the hundreds of thousands or millions — instead, their communities are in the hundreds or thousands. These communities can be smaller, but they are also intensely interested and loyal.

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Patrick Hanlon

Author of “Primal Branding,” “The Social Code,” writer on Forbes, FastCo, Inc., East Hampton Star. Founder primalbranding.co