Jockey is looking to its past for its newest launch, but considering a more modern vehicle for promotion.
The underwear and apparel brand is introducing its Retro Stripe collection, which is influenced by the brand’s first women’s line, For Her, which was released in 1982.
Jockey is an American brand with a rich heritage dating back to 1876,” said Erica Rendall, vice president of marketing at Jockey. “The Retro Stripe collection has a fun aesthetic with vintage styling and a super soft fabric that is just the right weight with a hint of stretch”
The line includes a bralette that comes in five different colorways, and underwear that comes in four different silhouettes: a thong, hip-hugger, string bikini and high cut style. The collection is priced from $11.50 for the underwear to $24 for the bralette. The items can also be bought in packs. A package of two bralettes retails for $38, and a pack of three for the underwear retails for $28.50. The line will be available in Macy’s, Kohl’s, J.C. Penney, Lord & Taylor, Belk, Hudson’s Bay and Bon-Ton.
To introduce the line, Jockey worked with influencers including Arielle Nachmani (@SomethingNavy); Jamie Chung (@jamiejchung); Christine Andrew (@HelloFashionBlog); Cara Loren (@caraloren); Jessi Malay (@jessimalay); Genevieve Padalecki (@nowandgen), and Tess Christine (@tesschristinexo). They are also launching an integrated media program on PopSugar and a product-featured partnership with BabbleBoxx, an influencer marking company.
“As we look to grow with new, younger consumers, we decided to rethink the traditional product launch approach in favor of working with mediums that our digitally savvy consumers are spending their time with,” said Rendall. “The collection is fun, flirty, comfortable and colorful, and we really wanted those elements to come through and be brought to life with influencers in their own way.”