After its first “Fit to Be” campaign featured celebrities Christie Brinkley, Ashley Graham, Bridget Moynahan and Lana Ogilvie, the denim-centric brand has turned to “real women” for its spring campaign that bows on Wednesday.
The images and video for the campaign will be used in print, online and social advertising, public relations and event activations, and will be featured across retail outlets, noted Lisa Collier, chief executive officer of NYDJ.
“We spend a lot of time on consumer research and [women’s] denim preferences and jeans choices,” Collier said. “What we found is that fit is a transformative message for our consumer. When we got her in the product, we transform her day. That led us to say ‘why don’t we do this with real people?’ When we get women in our product, we get a 90 percent conversion to purchase. Comfort in jeans is not just physical, it’s also emotional.”
NYDJ held a casting call for more than 50 women of all ages and sizes for a campaign photo shoot for an undisclosed brand. The ones who said that “fit” was important to their decision-making process in buying jeans were invited to show up at the casting.
The women were then introduced to NYDJ and filmed the authentic reactions they had while trying on the product for the first time. The cameras rolled capturing their experience, and the ones who expressed the most authentic and enthusiastic responses — what Collier called “an ‘Oprah’ moment” — were invited to participate in the campaign’s photo shoot right there on the spot.
Kate Foster, chief marketing officer, noted that the women were a diverse group, with a range across ages, shapes and sizes.
“The one thing they had in common was that they all fell in love with NYDJ’s fit, comfort and style and became true brand converts,” Foster said.
Collier added that the brand will host a National Fit Tour in April, taking the Fit Is Everything campaign on the road to three cities nationwide.
“We will replicate the concept of our ad campaign, conducting an open casting call where we will fit women on the spot and photograph them for the opportunity to be showcased in our fall ad campaign,” she said.
NYDJ is also moving ahead on the innovation and product development route with new groupings for spring — Modern Edit, Platinum Series and the White Shirt Collection.
The Platinum Series consists of top-selling styles reimagined with fresh fabric from premium mills, featuring rich washes treated using water conscious methods.
The fabric is engineered with Pro Modal — a fiber blend that combines Lenzing’s modal and Tencel, which are derived from trees for a sustainable style. This fabric features power stretch, resulting in a high stretch with low growth and high recovery that reshapes the body, smoothing curves and enhancing the figure with maximum comfort.
NYDJ Platinum Series Denim is available now on NYDJ.com in five washes and four silhouettes ranging in price from $138 to $158, slightly higher than the average price of the collection.
“We always put great importance on innovation in fabric and the Platinum series also gives us the ability to offer a limited edition to the consumer,” Collier said.
Modern Edit features a new cut with a true midrise and a more narrow shape throughout the leg for a leaner look. Modern Edit comes in three washes and two silhouettes ranging in price from $114 to $124.
The White Shirt Collection is a monthly offering of white shirts meant to pair with NYDJ jeans to create a classic look. The shirts come in multiple styles and sell for $68 to $98.
They have seen “great sell-through online and in stores since they launched either in December or early January,” Foster said.
Collier noted the brand is settling into its first two signature stores — opened in the Roosevelt Field Mall in Garden City, N.Y., and the Scottsdale Fashion Square Mall in Scottsdale, Ariz., in July — while working on new product for fall.
For example, the brand’s Cool Embrace jeans made from a denim blend that uses the high-performance, moisture-wicking Coolmax technology from Invista, received a strong response from consumers and the next step will be a new temperature-regulating product, along with fabric with texture and more authentic-looking denim.