Joining The PartyFrom Crayola To Jockey, Increasing Numbers Of Established Brands Are Pitching Products In Home Settings
Source: Washington Post WASHINGTON -- Retailing's biggest names are throwing a party, and it's BYOW - bring your own wallet.
That's because it's a shopping party, better known in the industry by the more mundane name of direct selling and once the sole province of Tupperware and the Avon lady. But recently, established brands have rediscovered the concept as they search for ways to connect with busy, and often fickle customers.
Crayola jumped into direct selling two years ago with a division called Big Yellow Box. Jockey's Person to Person launched last year. And in March, the Jones Apparel Group, which owns Nine West and Barneys New York, started Million Wishes to sell fashion accessories at home-shopping parties. All of these companies have recruited teams of representatives, a la Tupperware and Avon, to push products in home settings.
"A growing number of companies recognize the benefits associated with direct selling - low overhead, robust cash flow, a highly motivated workforce and loyal customers, among others - and are diving into the direct-selling market," said Neil Offen, president of the Direct Selling Association.
