January 19, 2021

Jockey Courts Younger Customer

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

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