Jockey takes steps to turn into lifestyle brand

Innerwear brand Jockey has embarked on a repositioning initiative to establish itself as a 'lifestyle' brand with a focus on leisurewear segment.

As a part of the strategy, the company is expanding its product offering for women, creating super-premium categories, increasing visibility by opening more outlets and focusing on non-innerwear products such as pajamas and gymwear to move up from being aspirational brand to lifestyle brand.

"The idea clearly is to position ourselves as a lifestyle brand for which we are adopting a 360 degree initiative, creating super-premium categories for women and men, opening more exclusive brand outlets and expanding our leisurewear segment," Page Industries General Manager (Marketing) Nischal Puri said.

Page Industries is the licensee of Jockey International Inc (US), for manufacturing and distributing products of this brand in India and Sri Lanka.

Puri said the company would introduce new ranges in the coming quarter in the women's innerwear segment that accounts for 14 per cent of the firm's total sales, growing at 43 per cent in last nine months.

The men's innerwear segment, which accounts for a majority of 74 per cent of the company's sales, would also see introduction of a super-premium range in the near future.