NEW YORK — Jockey International Inc. is going after its broadest audience yet
In an effort to appeal to younger men and women, the underwear company has launched its first viral marketing campaign, Stopsquirming.com, and is scheduled to launch another interactive Web site this September in partnership with CollegeFest, one of the largest collegiate marketing events in the country.
“In 2006, online marketing represented about 6 percent of our total marketing budget, and in 2007, we expect to spend 15 to 18 percent of that budget on online initiatives,” said Tim Pitt, vice-president of global marketing and advertising at Jockey International.
A Web site drawing attention to the taboo topic of uncomfortable underwear situations, Stopsquirming.com speaks to the younger generation by showcasing the not-so-subtle ways that men and women try to alleviate discomfort caused by underwear that shifts, bunches or rides up. The site allows visitors to upload videos of their own scenarios and view scenes sent in by others. It also gives consumers the opportunity to alert their friends of their potentially embarrassing ill-fitting-underwear problems by sending e-mail alerts. The Web site’s recommended solution, of course, is Jockey undergarments. A ‘Shop Jockey’ icon appears at the top of the page linking the viewer to Jockey’s Web site, Jockey.com.
“The campaign’s interactive online format and amusing content allow Jockey to engage younger consumers in a more relevant way, but it is really about reinforcing our overall position in the marketplace,” said Pitt. Consumers are able to sample two of Jockey’s most popular lines through the “Under-Aid” portion of the site—where visitors can enter to win free underwear samples. “We are able to introduce consumers to the innovation and technology of our new products, while inciting trial of new underwear silhouettes,” said Pitt.
Stopsquirming.com signals the beginning of Jockey’s investment in its interactive effort, which is scheduled to include the launch of another Web site next month in partnership with CollegeFest, which is attended by thousands of college students.
Pitt said Jockey’s online initiatives are part of a larger campaign to attract younger consumers, which includes marketing, branding and new product introductions. During the last three seasons, Jockey has started to create lifestyle platforms for men and launched new styles with a focus on performance- and technology-oriented fabrics as well as new fashion colors.
The brand’s active-inspired GO line, for example, is targeted to the active, younger lifestyle, placing a focus on breathable, quick-drying mesh fabrications and no-fly construction. The entire line of assorted T-shirts and briefs features a signature orange tab in front and comes in fresh greens, blues and grays. “It’s for the younger, hipper guy, and it’s really created some excitement on the retail floor,” said Paula Barnes, Jockey’s vice-president of men’s merchandising. “Our sales in mesh are now equal to those of cotton stretch—we’ve seen double-digit increases on overall sales. I really think our goal of attracting a younger customer to the brand is happening.”
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews