NYDJ, the denim brand formerly known as Not Your Daughter’s Jeans, has tied in with model Helena Christensen to take the next step in its ongoing re-branding effort. NYDJ is now identified as the largest women’s jeans brand in the department store channel and has put the Danish-born model at the center of its fall marketing campaign, which will be the first to feature a known personality in its advertising as well as the first to include television advertising.
Shot by Alexi Lubomirski at Alder Manor in Yonkers, N.Y., the campaign, dubbed “Walk in Beauty” for the Lord Byron poem “She Walks in Beauty,” places the 44-year-old veteran of Victoria’s Secret in a historic setting. The campaign showcases the brand’s growth from jeans-only to include tops, slacks and outerwear. Print ads will drop with the September issues of Vogue, Harper’s Bazaar, InStyle, Elle, Real Simple and others, with television commercials airing on broadcast and cable TV on starting on Sept. 9. Its e-commerce site at nydj.com will be modified to include the new creative approach on Aug. 1.
“The decision to test television media was based on driving awareness,” said Edwin Lewis, chairman and chief executive officer of the company, “and through our integrated TV, print and digital campaign, we’re generating well over 150 million impressions. Our goal is to stoke the loyalty and passion that exists among our current customers while introducing NYDJ to an entirely new customer who may not know us.”
With its market share growth and use of “Lift Tuck Technology” to promote itself as “the original slimming fit jeans,” NYDJ has had the attention of its competitors for several years, carving out a niche in stretch jeans that generally retail for less than $100 at the lower end and rarely at more than $120 at the high.
The CEO declined to disclose the spend on the campaign, saying instead that it had increased its marketing expenditures “significantly.”