NYDJ is coming to a home near you.
The denim and apparel brand, which is the number-one selling denim brand at department stores such as Macy’s, Lord & Taylor and Nordstrom, is launching a new channel of distribution with an in-home direct-sell strategy.
NYDJ has employed 50 associates across several markets to serve as “Fit Experts,” who will assist hosts in throwing their own “Fit Parties.” At the event, the Fit Expert will provide on-site styling tips and assist guests in finding their perfect fit and manage each sale.
The Fit party host is a NYDJ loyalist, who is selected through outreach to NYDJ’s top customers. In exchange for hosting a fit party, NYDJ will provide the host with perks and gifts prior to the event for their efforts. To host a fit party, a loyalist needs to sign up on NYDJ.com/fitparty and invite at least five friends over for an intimate get-together. NYDJ handles the rest. Each party host will have a personal “fit expert” and fit kit to help them throw the party.
Fit experts will bring fit kit trunks to supply hosts with all the tools they need. These trunks will feature a variety of pre-selected styles and a run of sizes based on the host’s anticipated guest list, in addition to an iPad with POS capabilities, tape measure and assorted collateral. Orders are placed at the party via mobile device and are fulfilled and shipped from the NYDJ warehouse. The NYDJ fit experts are compensated for their time and effort.
NYDJ parties, which begin this month, will take place in New York, Los Angeles, Chicago, Philadelphia, Dallas/Fort Worth, San Francisco, Boston, Washington, D.C., Seattle, Atlanta, Houston, Phoenix, Minneapolis and San Diego. Additional locations will be added in the fall.
Asked how big a business this can be, a NYDJ spokeswoman said, “As a private company, we do not disclose sales data. We believe that this is an innovative, new way to engage a community of women, and we see an exciting opportunity to build relationships with new consumers while deepening relationships with existing ones.”
Established in 2003 in Los Angeles, NYDJ is a denim and apparel brand designed by women and for women. Every pair of NYDJ jeans and pants features an exclusive Lift Tuck Technology that slims in the front and lifts in the back, contouring curves for a flattering fit. The brand is sold in 7,000 global points of retail distribution.