NEW YORK — Jockey International has turned to its custom magazine Being to enhance the comfort factor beyond underwear for its customers.
The magazine, the tagline of which reads “Connecting People With Comfort,” does not focus on the company’s products in fashion spreads. Instead, it offers a broad base of visuals and stories with an all-encompassing theme of comfort stories that range from “Scents and Serenity” to “Memories of August,” and comfort food recipes such as the “I Love Juicy Lucy” burger. The summer issue’s main feature is titled “Wild Things,” a story on an American wild horse sanctuary called Return to Freedom.
The marketing of Being fits in with Jockey’s 2005 print advertising campaign, which has the tagline: “Are You Comfortable Being…” The ads, which broke in four magazines in April — Self, O, Real Simple and Country Home — will appear again in October and November.
Started in May 2004 and printed seasonally, one million complimentary copies will be mailed or handed out in stores to Jockey customers this year. The magazine also can be accessed online at jockey.com. The editorial staff is led by Marc Balet of Mixed Business, a New York-based marketing and advertising firm.
Debra S. Waller, Jockey’s chief executive officer and “brand soul chairman,” described the goal of the magazine in a letter in the summer issue, which reads: “This issue is an expression of that stop-and-smell-the-roses approach. We feature tranquil getaways you can build in your backyard, beautiful new textiles inspired by our grandmothers’ crafts and a fabulous new exercise born of the games we played as kids. Each story shares a theme: taking a closer look at what’s already nearby and remembering that often, comfort and happiness are well within our reach.”
Lifestyle features may fill the content of the magazine, but Jockey still gets its underwear message across to consumers through Jockey ads and editorials in which Jockey products are worn. In the debut edition of spring 2004, one feature on bowling titled “The Fast Lane” shows teenagers wearing products such as a Jockey Sport Modal Cami, while one feature in the fall 2004 issue, called “Viva la Salsa,” highlights dancers in a Jockey Next to Nothing Muscle-T and a Jockey top of microfiber Meryl and Lycra spandex.
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