While its roots stretch back to the late 1800s, Jockey is training its sights on future generations.
The innerwear brand is hoping to speak to Millennials and Generation X via new products and points of distribution.
“I think Jockey has a pretty rich history of innovation and expertise in the underwear category and what you are seeing now is an expansion of that expertise into something more modern for an important market segment,” said Mark Fedyk, Jockey’s president of North America and chief merchandising officer. “They are very discerning customers who seek style, value and brands that align with their personal beliefs. Those have been foundational values for Jockey and we think it’s an appropriate time to talk about those values.”
Fedyk said while the shift began in 2016, new product is only now starting to be delivered to stores. Earlier this year, Jockey collaborated with Urban Outfitters on a capsule collection that hit stores in July. The women’s line is inspired by Jockey product from the Eighties and includes high-rise bikini briefs, Y-front hipster briefs, matching sports bras, cropped T-shirts and boxer shirts. Urban Outfitters updated the pieces by using bright summer colors with an overdyed technique. The collection ranges from $18 to $20.
According to Fedyk, Jockey is also introducing new collections within its own assortment. The company recently started shipping Jockey Sport Outdoor Eco-Fusion, an eco-friendly men’s collection designed for outdoor activities. For women’s, there’s Natural Beauty, a breathable, seamless collection of bralettes and underwear; Seamfree Air True to You, which comes in a variety of nudes for different skin tones, and a range of active bras, underwear, socks and apparel. These products are priced within the same range as Jockey’s other merchandise. Bralettes are priced around $20 and bottoms around $15.
Although Fedyk declined to reveal any new distribution partners, the goal is to ship to two or three new channels in the next few months. Additionally, Jockey plans to dispatch product to existing retail channels and will differentiate the new collections from its other lines with packaging and in-store marketing. But the main priority is to design product assortment that satisfy the needs of a diverse set of channel partners.
“Choosing new distribution partners is a clear way to differentiate the collections from our existing assortments,” Fedyk said. “We are not a one-size-fits-all company.”
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