Jockey International Inc. and Rachel Zoe have expanded their partnership to include a “Seize the Day Skimmies” marketing campaign on Facebook.
The campaign, which runs through June 20 on Jockey’s Facebook page, is challenging women across the U.S. to enhance their comfort zone with Skimmies slipshorts, a new seamless undergarment that smooths like a slip and covers like underwear.
Zoe — who will blast out details of the campaign across a social media platform of 10 million followers that includes The Zoe Report — will challenge women via videos on Facebook to reinvent their comfort zone and to also “get comfortable” in their Skimmies.
“When you’re comfortable in your look, it’s impossible not to exude confidence” said Zoe. “Jockey’s Skimmies slipshorts are a must-have in every woman’s wardrobe.…They are seamless under flowy skirts, dresses and even trousers. I can’t wait to see what women submit and how they seize the day.”
Women will be asked to confront fashion fears such as wearing a style they have always been afraid to wear, and upload a video or picture of themselves with the hashtag #SkimmiesPromo as they tackle a daily challenge such as twirling in a favorite skirt or complimenting a stranger on her fashion look.
“Everyone has a different fashion fear. Sometimes its sequins or faux fur. Whatever it is, just go for it and go glam. It’s all about building confidence,” said Zoe.
The first 1,000 entries will receive a free pair of Skimmies. One grand prize winner will be the recipient of several prizes: $5,000 toward a trip of a lifetime; a style consultation with Zoe via Skype; a $1,000 shopping spree; an autographed copy of Zoe’s newest book, “Living in Style: Inspiration and Advice for Everyday Glamour,” and a year’s supply of Skimmies slipshorts. Eighty first-prize winners will receive one pair of Skimmies and an autographed book.
The campaign is based on information gleaned from a Comfort Zone Crisis survey conducted online in April by Harris Poll on behalf of Jockey, said Dustin Cohn, chief marketing officer at Jockey.
“This program is a great way for Jockey to engage with women and demonstrate that fashion and comfort can go hand-in-hand,” said Cohn.
The takeaway from the survey is “comfort is queen” with a whopping 81 percent of 1,000 women polled in the U.S. saying they pick comfort over fashion when getting dressed. The study revealed that 52 percent said they have trouble finding apparel that is fashionable and comfortable, while 65 percent reported they have one or two go-to outfits they wear often.
The poll also reported 48 percent of women ages 18 or older said they are stuck in a rut — defined as wearing similar clothing styles, eating the same foods and doing the same exercise routine. Fifty-six percent said they wished they could find tips or solutions to expand their comfort zones when it involves a wardrobe, and a notable 60 percent said they were looking for inspiration to help break through their daily routines.