SEAMLESS HEROINE: More than 100 Macy’s shoppers followed Jockey’s No Panty Line Super Heroine into the Herald Square flagship in New York last week, where a student cheerleading squad from the Fashion Institute of Technology — dressed in black leggings and T-shirts that said “No Panty Line Promise, Next Best Thing to Nothing” — chanted: “Fashion trends are showing us that clothing is skintight. That’s why we need underwear with a fit that’s just right. Jockey International’s the company we love, ’cause they’ve got awesome underwear that fits like a glove.”
After jumping out of a logoed No Panty Line Volkswagen, Jockey’s Super Heroine occasionally flashed spectators by lifting her black cape to reveal Jockey’s No Panty Line briefs. A fashion show followed in the sixth-floor innerwear department, where models wore Jockey’s No Panty Line underwear and styles by other vendors underneath tight-fitting apparel. The idea was to show how seamless underwear gives an allover smooth figure.
“Retailers love the idea and Jockey has already staged an event at Rich’s in Atlanta, and plans are in the works for events at Macy’s in San Francisco, the Bon Marche in Seattle and Burdine’s in Miami,” said a Jockey spokeswoman.
In other developments at Jockey, Jamie Lockard has been named vice president of marketing and advertising. She succeeds Mark Hogan, who left the company in December.
Lockard reports to Bob Nolan, president of Jockey Brands. She will be responsible for the development and execution of all advertising programs, as well as providing direction for sales promotions and public relations. She will also provide strategic planning to the Jockey Brand division regarding master-brand marketing.
Lockard, a 15-year veteran of the advertising, marketing and brand management fields, was formerly brand director of the Kitchen Aid Appliances division of Whirlpool Corp.