Madewell Clothing was originally founded in 1947 as a men's workwear company and as of 1989 J. Crew picked up the brand and repositioned it as a women's clothing line.
This proved to be interesting in producing a campaign. The crux of many marketing schemes is the customization aspect, suggesting one article of clothing and letting the consumer choose what to wear along with it. The Piece by Piece campaign lends itself to this idea, employing a slot machine aspect to randomize the selection of Madewell's spring line.