NYDJ Launches First Wheelchair-Fit Denim Jean with QVC

Rhea-AI Summary

QVC collaborates with NYDJ to launch an adaptive wheelchair-fit option, the Marilyn Straight Adapt-Denim™ jean, exclusively for QVC customers. The new design features adjusted fit points for wheelchair users, including a higher back rise and lower front rise, flat seams, faux front pockets, and woven tags. The denim adjusts to the waist with inner elastic adjustment, has an elastic back waist, functional fly with snap closure, and a pocket-free seat, made of Sure Stretch® fabric with lift tuck® technology. QVC's dedication to inclusive fashion and NYDJ's top-selling status at QVC make this collaboration significant, catering to the 5.5 million wheelchair users in the U.S.

Insights

Fashion Industry Analyst

The introduction of the Marilyn Straight Adapt-Denim™ jean by NYDJ, in collaboration with QVC, represents a significant step in the fashion industry's journey towards inclusivity. This product expansion caters to the estimated 5.5 million wheelchair users in the U.S., as reported by the U.S. Census Bureau, potentially opening up a new market segment for the brand. The adaptive clothing market has been growing, with Grand View Research estimating it could reach USD 400 billion by 2026. By being one of the first major denim brands to offer such a product, NYDJ could establish itself as an early leader in this niche but expanding market.

From a business perspective, the exclusive partnership with QVC leverages the platform's vast reach and could drive significant sales volume given QVC's established customer base and live video commerce expertise. This strategic move may not only boost NYDJ's sales but also enhance QVC's brand as a diverse and inclusive shopping destination. The long-term impact could see competitors following suit, leading to a broader industry shift towards adaptive fashion offerings.

Market Research Analyst

Expanding into adaptive fashion aligns with consumer trends favoring brands that prioritize social responsibility and inclusivity. This launch could positively affect brand perception and customer loyalty for both NYDJ and QVC. The decision to adapt one of NYDJ's bestsellers, the Marilyn Straight jean, rather than creating a new, untested product, minimizes the risk while leveraging the existing popularity of the product.

However, the success of this initiative will depend on effective marketing and the ability to reach the target demographic. The partnership with QVC provides a built-in audience, but additional outreach efforts will be necessary to ensure that the product reaches those who can benefit from it. The impact on the stock market or the companies' financial results will be contingent upon the sales performance of the new line and the operational costs associated with its production and marketing.

Disability Inclusion Consultant

The launch of the NYDJ Marilyn Straight Adapt-Denim™ jean is more than just a business move; it's a statement on corporate social responsibility and the importance of inclusivity. The collaboration with the disability community in the product's development is a commendable approach that ensures the final product meets the actual needs of wheelchair users. This could set a precedent for how fashion brands approach design for people with disabilities.

While the financial implications are important, the social impact and potential brand loyalty generated through such initiatives can be substantial. Companies that are seen as pioneers in inclusivity may enjoy a 'halo effect,' benefiting from positive consumer sentiment. In the long run, this can translate into a stronger market position and potentially influence stock performance as investors increasingly value companies with strong social credentials.

The popular denim brand will launch an adaptive wheelchair-fit option of the bestselling Marilyn Straight jean, exclusively with QVC

WEST CHESTER, Pa., March 15, 2024 /PRNewswire/ -- QVC^®, world leader in live video commerce ("vCommerce"), announced today that it has collaborated with NYDJ to launch the brand's first wheelchair-fit design jean, exclusively for QVC. The first entry into adaptive designs from the national denim brand is part of QVC's growing assortment of accessible and adaptive product offerings and will premiere on-air on March 16.

Designed by the experts who created the best-fitting women's jeans, the NYDJ Marilyn Straight Adapt-Denim™ jean wheelchair-fit makes stylish denim more accessible for millions of wheelchair users with adjusted fit points, including a higher back rise and lower front rise, flat seams, faux front pockets and woven tags. The new denim adjusts to one's waist with inner elastic adjustment, features an elastic back waist for extra ease, has a functional fly with snap closure and a pocket-free seat, and is made of the brand's softest Sure Stretch^® fabric with lift tuck^® technology.

"Since their launch in 2017, NYDJ has been one of the top-selling denim brands at QVC and we are proud to be collaborating with them to launch their first adaptive denim style," said Rachel Ungaro, GMM and VP of Fashion Merchandising for QVC. "NYDJ shares our dedication to inclusive fashion with styles that resonate with a broader audience, fostering an environment where customers feel comfortable, represented and confident. As we continue to listen and learn along this journey to grow our accessible and adaptive offerings, we are grateful that NYDJ has chosen to collaborate with us and the disability community to bring a wheelchair-fit denim option exclusively to our customers. The Marilyn Straight is one of our most popular jeans and it will now be accessible to even more people."

"According to research from the U.S. Census Bureau, an estimated 5.5 million people in the U.S. use a wheelchair for mobility. When QVC approached NYDJ about creating a wheelchair-fit jean, we were excited by the opportunity. After all, that's who we are—dedicated to delivering timeless and on-trend fashion that empowers women to feel comfortable and confident—like her best self," said Mark Peters, Director of Consumer Experience & Retail Store Operations for NYDJ. "This entire process from design and construction to fit testing was a collaborative effort with the disability community. We not only wanted to ensure style and comfort, but also a level of ease and independence. We believe everyone deserves inclusive fashion with styles and designs that make them feel seen. Ultimately, our goal is to live up to our number one core value of providing the perfect fit for women. Now, through Adapt-Denim™, I'm proud to say that we are becoming a more inclusive brand!"

The NYDJ Marilyn Straight Adapt-Denim Jean Wheelchair-Fit is available now on QVC.com and will premiere on-air Saturday, March 16 at 3 p.m. EST with NYDJ Brand Ambassador Mark Peters. To shop for other accessible and adaptive solutions, visit QVC's dedicated digital storefront at Adaptive & Accessible – QVC.com.

About QVC
QVC^® is a world leader in video commerce ("vCommerce"), which includes video-driven shopping across linear TV, ecommerce sites, digital streaming and social platforms. QVC empowers shoppers with knowledge and shares insights in a lively and engaging way. QVC offers an ever-changing collection of familiar brands and fresh new products – from home and fashion to beauty, electronics and jewelry – and connects shoppers to interesting personalities, engaging stories and award-winning customer service. Based in West Chester, Pa., and founded in 1986, QVC has retail operations in the U.S., the U.K., Germany, Japan and Italy. Worldwide, QVC reaches more than 200 million homes via 13 TV channels, which are widely available on cable/satellite TV, free over-the-air TV, and digital livestreaming TV. The retailer also reaches millions of customers via its QVC+ and HSN+ streaming experience, websites, mobile apps and social pages. To learn more, visit corporate.qvc.com, follow @QVC on Facebook, Instagram or Twitter, or follow QVC on Pinterest, YouTube or LinkedIn.

Qurate Retail, Inc. (NASDAQ: QRTEA, QRTEB, QRTEP) is a Fortune 500 company that includes the Qurate Retail Group^SM portfolio of brands as well as other minority interests. Qurate Retail Group is the largest player in vCommerce and comprises six leading retail brands – QVC, HSN^®, Ballard Designs^®, Frontgate^®, Garnet Hill^® and Grandin Road^® – all dedicated to providing a more human way to shop. For more information, visit qurateretailgroup.com, or follow Qurate Retail Group on YouTube or LinkedIn. QVC and Q are registered service marks of ER Marks, Inc.

About NYDJ
NYDJ jeans are made by women, for women—all shapes, all sizes, all women. Back in 2003, comfortable and flattering jeans for every woman simply did not exist. Most jeans had low waists and fit uncomfortably, and if they did fit well, they were just not stylish. Originally founded as "Not Your Daughter's Jeans," we set out to design jeans that fit in all the right places and make every woman feel comfortable and confident—like her best self. To discover more please visit www.nydj.com. Follow us on social media: @NYDJ.

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SOURCE QVC

FAQ

What is the new adaptive wheelchair-fit option launched by NYDJ in collaboration with QVC?

The new adaptive wheelchair-fit option is the Marilyn Straight Adapt-Denim™ jean exclusively available for QVC customers.

What are some key features of the Marilyn Straight Adapt-Denim™ jean for wheelchair users?

Key features include a higher back rise, lower front rise, flat seams, faux front pockets, woven tags, inner elastic adjustment, elastic back waist, functional fly with snap closure, pocket-free seat, and Sure Stretch® fabric with lift tuck® technology.

How many people in the U.S. use a wheelchair for mobility according to the U.S. Census Bureau?

An estimated 5.5 million people in the U.S. use a wheelchair for mobility according to the U.S. Census Bureau.

Why is the collaboration between QVC and NYDJ significant?

The collaboration is significant as it showcases QVC's dedication to inclusive fashion and NYDJ's top-selling status at QVC, providing accessible denim options for wheelchair users.

When will the Marilyn Straight Adapt-Denim™ jean premiere on-air?

The Marilyn Straight Adapt-Denim™ jean will premiere on-air on March 16.