CREATIVE DIRECTION / PRODUCTION
NYDJ is a women’s apparel brand that has long catered to the 45+ market and was recently struggling to assert its value among a new generation. This generation didn’t think of themselves as “old” or “middle-aged”, in fact, they would report that they had never felt more vibrant, healthy, and confident.
While working at NYDJ in-house as the creative director, I created a conversation with women who were historically ignored when it came to fashion forward clothing. With competitors like Chicos and Tabolts, there existed a great opportunity for NYDJ to set themselves apart.
Through an aesthetic overhaul including bringing e-commerce photography in-house and a new website designed to feature lifestyle photography, NYDJ’s sales have only been on the rise.
The company was also struggling with the allocation of resources for campaigns. Producing huge campaigns that went live for an entire season was an outdated marketing model and sales numbers were dropping. Consumers were actively using Facebook and Instagram and wanted to see fresh content more often.
The solution was to have smaller shoots more frequently and to provide a mix of still life photography, on-location photo and video shoots, and in-studio lifestyle shoots. Engagement was also boosted by utilizing Instagram influencers.