NYDJ becomes more intimate with fresh in-home strategy

After garnering a reputation for classic denim, women's brand NYDJ has just announced a new format for purchasing. The label will officially start offering a new channel to sell directly in-homes for customers.

The brand will offer "Fit Parties" complete with "Fit Experts" that will provide styling tips as well as help customers find the perfect clothing. According to WWD, NYDJ has over 50 employees as these experts in order to help assist guests and customers find the perfect pair of jeans. The host are loyalists for the company that invite a minimum of five friends for the NYDJ event. With an expert handy, the host will receive help to throw the Fit Party in order to increase sales.

"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,” a spokeswoman for the company told WWD.

NYDJ launches Fit Parties in major markets

The expert will provide the host with gifts and perks from the company itself to provide an enriching customer experience for the Fit Party. The host will also have fit kit trunks with pre-seleceted styles as well as a run of sizes based on the host's guest list. An iPad with POS capabilities will also be provided in order to allow for orders that can be placed via mobile device.

The parties will take place all over the U.S. including major markets such as Los Angeles, New York, Chicago, San Francisco, Boston, Dallas, Philadelphia, Washington D.C., Seattle, Houston, Atlanta, Minneapolis and San Diego. As reported by WWD, more locations will be added later on this year.

The company, launched over 14 years ago, stands a prominent denim and lifestyle womenswear brand. First established as Not Your Daughter's Jeans, the company changed it name to NYDJ. Moving forward with this new tactic shows the company may be hoping to improve sales and customer experiences. As a private company, the brand does not disclose any sales data, but it seems that this may be a way to help further grow the business in an unorthodox retail format. Only time will tell whether or not NYDJ's efforts will be fruitful with this new strategy.

Photos: NYDJ