“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.”