NYDJ’s Direct Mail Promises Perfection
NYDJ, a women’s fashion brand, uses a direct mail piece to promote a perfect fitting pair of jeans, and much more.
Mailer Name: NYDJ
Date Mailed: May 2017
Founded in 2005 by Lisa Rudes Sandel, NYDJ stands for "Not Your Daughter’s Jeans." The name was fitting, as the company targeted a sizable demographic: women who couldn’t find fashionable denim that provides a flattering fit.
NYDJ’s devotion to developing slimming designs that flatter a more average range of body types has propelled the company’s success.
Besides jeans, NYDJ sells a wide selection of clothing, including shorts, blouses, sweaters, tees and jackets. This direct mail piece is designed to drive traffic to its website.
“FIT IS EVERYTHING” reads the NYDJ tagline on the front cover of the booklet. It then adds some inspiration: “Because every day should be a good jean day.”
The opening inside spread continues the tone. “We know you, your curves and the eternal struggle to find jeans with that perfect fit.” NYDJ sweetens the deal with a 20 percent discount on purchases.
The next two-page spread points out some of the features that help make women feel confident and secure. Other spreads that follow showcase the retailer’s “top five hits.”
Each article of clothing is shown first on a model on one page. On the other page, the image features no models, just the clothing — jeans, leggings, capris — paired with an accessory or two. It also offers suggestions on what that combination would be “perfect for.”
Talk about and demonstrate how your product fits your customer right now, not how they should fit your product.