NYDJ is taking an authentic approach to is “Fit Is Everything” advertising and promotional campaign.
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
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