Jockey unveils apparel title Jul 1, 2008 12:00 PM
, Tim Parry
JobZone
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Jockey aficionados have a new way to get their favorite skivvies: The iconic underwear brand two months ago launched its first apparel catalog. The catalog dropped May 5 and went to 500,000 households. Roughly 80% of the slim-jim-size books mailed to house file names, and the rest to prospects.
The 44-page title of Jockey-branded merchandise integrates the latest offerings from the Kenosha, WI-based manufacturer across all categories. Catalog products include underwear, bras, and activewear.
“We have been trying many direct marketing formats over the past few years, and we feel that the catalog — due to its rich content — allows us to share our brand and products in compelling ways,” says Chris Smith, Jockey's vice president, e-commerce and catalog. The book also includes consumer reviews of many of the products.
Though Jockey is known for its underwear, Smith hopes the catalog will help promote it as a lifestyle apparel brand. It's sort of a reverse strategy to what's been going on in the clothing market. “There are a few lifestyle brands that also have underwear,” he says. “We are starting with underwear and adding active lifestyle product.”
The catalog, which was printed on recycled paper, is also available at the Jockey.com Website. Smith says Jockey plans to get a catalog out on a two- to three-month cycle. The next edition is scheduled to drop this month.
