Around the Net
Jockey Reverses Victoria's Secret Paradigm
- Chief Marketer , Wednesday, August 15, 2012 8:55 AM
Jockey last month launched JKY by Jockey, a line of underwear and undershirts for men, and has debuted a new retail-marketing program in Target stores to reach the younger Target customer. But the brand discovered that it isn’t always men who buy underwear, but rather women ages 18 to 34, who make up 48% of the purchases. So Jockey also talked to the female shoppers (thus the images of sexy men on the in-store materials), and then to the men. The company also changed packaging based on research.
