Market Today, Jockey is the number on everyones list was Jockey.

The mens underwear and womens intimate one selling brand of mens The more they thought about it,
apparel categories are multi-billion dollar retail underwear and womens panties the more they liked it. In that
businesses. Status designers, mainstream brands in the premium innerwear room, that day, the Jockey brief
and store labels all compete for a share of this category in India. The brand has was born.
lucrative business. The demand for comfortable, high consumer awareness and The brief s public debut was
high quality, fashionable undergarments loyalty and is one of the top as unusual as the garment itself.
continues to grow each year. In recent years apparel brands in India. On 19th January 1935, Chicagos
unmentionables have generated widespread Internationally the brand is sold Marshal Field & Co. set up a
interest from the fashion and mainstream press. in over 120 countries. department store window
Underwear has evolved from a basic white display to introduce the strange
product, still the number one seller, to a History new Jockey underwear. But
category featuring the latest in fabrics and In 1876 Samuel T. Coopers when the city was hit with one
styling innovation. dedication to serving and of the worst blizzards of the
The innerwear market was just a basic helping others gave birth year, the stores management
necessity when it was introduced to mankind; a to the company now was afraid that the brief would
necessity, that is, until comfort, quality, price, recognised across the world be an absurd contrast to the
fashion and the brand conscious segment as Jockey International. biting winds, freezing
started realising the need for something For the Jockey brand, it all temperatures and drifting snow.
essential to add, not only to their personality started in 1934, when a senior It was decided that the window
but also to their wardrobe. To cater to this vice president at Coopers, display would be pulled out and
mindset, Jockey was born. It had enduring and Arthur Kneibler, happened to the promotion cancelled.
ironclad strengths, many of which evolved from see a postcard from the French However, the display team
its founder, the Reverend Samuel Cooper. Riviera, which showed a man wearing a was delayed and the window remained as
swimsuit. The garment ran from the waist to the it was. The entire stock of Jockey briefs was
Achievements upper thigh. He was immediately inspired with sold out before noon, in the midst of the
The Jockey brand is a remarkable success story. an idea for a mens undergarment, which would snowstorm the economic hardships of the
Jockey, has not just pioneered the underwear provide the same support as an athletic era notwithstanding.
industry but has continued to dominate and supporter, known colloquially as the jock strap. That same year, Kneibler refined his invention
influence worldwide markets for over 130 years. In subsequent strategy meetings, it was further by developing the Y-Front opening, so
Its success has stemmed from revolutionary decided that the new garment would need a named for the design of fabric panels, which
Jockey inventions, such as clever name, which would somehow connote offered consumers a button-less fly.
the worlds first brief in this function, yet would be discrete enough for In 1959, the company created a briefer
1934, the bikini brief, sensitive lady shoppers. After several brief that was to cause
the string bikini, box brainstorming sessions, almost as much of a
packaging and a the one name that sensation as the original
host of underwear appeared Jockey brief did in
fashion and fabric
innovations.

100 SUPERBRANDS
 innovation. Jockey read Burn your brief; Jockey has arrived. The
markets and campaign communicated the comfort
distributes commitment of the brand.
underwear and Jockeys second-generation promotion took
underwear- the nation by storm. It brought about the real
related products meaning of comfort in the branded apparel
through segment and truly showcased the strength of
department the brand itself.
stores, multi In 1998 the brand returned to its original
brand stores, Real People roots with the introduction of the
hosiery stores Let em know youre Jockey campaign. This
and exclusive innovative, fun campaign featured interesting
brand outlets. groups of people tastefully showing off their
Jockey markets Jockey underwear. Print ads featuring groups
underwear for such as doctors, firemen, surfers and
men, women, snowboarders spurred strong consumer
boys and girls. response and generated widespread publicity.
For men, Jockey In 2002, Jockey launched the Underneath it
manufactures a all campaign. It helped successfully establish an
full range of emotional connect with the consumer by
1935. Bikini underwear, marketed under the classic cotton and fashion underwear in a variety tastefully depicting the benefits of being
trademark, Skants, was introduced in 1959. The of styles and fabrics. For women, Jockey makes comfortable.
demand for Skants bikinis, however, exploded panties and tops and recently launched bras in a Jockey is credited with initiating the era of
worldwide only in the 1970s. variety of styles, patterns and fabrics including attitudinal positioning. The launch of Jockey
The company became so famous cotton and micro fibre. Zone with the tag line I am Glad, I am Me,
internationally for the Jockey brand and its The brand has entered a number of showcased the attitudes and traits of the
attendant innovations that in 1972 the company underwear-related categories, including sports present day youth and established a never-
was re-christened Jockey International, Inc. Six wear, thermal wear, sleepwear and socks. before connection with generation next.
years later Donna Wolf Steigerwaldt assumed Jockeys campaign for the womens range
chairmanship of the company. It was a Recent Developments launched in 2002 simply stating Being
momentous happening. Under her stewardship, Throughout the 1990s and into the first decade Comfortable was a roaring success; for the first
the company ventured into a new frontier: of 2000, Jockey has continued to lead the time lingerie advertising was focusing on the
womens intimate apparel. This was, perhaps, the market, offering products that meet consumer comfort factor without, as had been seen in
most lucrative move that, in many ways, needs. In 2005, by popular demand, Jockey the past, advertising that oozed with sexual
paralleled the creation of the brief the introduced its first constructed-bra line, undertones.
product by which the company had been delivering the same comfort, quality and fashion The launch of the Jockey bra with the
known for, for nearly a half century. The that made Jockey panties a huge success. In June positioning Bra Science by Jockey is a sort of
company introduced Jockey for Her, a range of 2005 Jockey launched its sub-brand Jockey first. Lingerie advertising has always been about
100% cotton panties and tops in 1982. The Zone, aimed at the fashion-conscious 17 to 22 style and looks. Jockeys campaign went beyond
product met with immediate success; sales year youth, willing to experiment with new the clichs and communicated that bra making
surpassed even the most optimistic styles. Jockey Zone comes with a ubiquitous red was a science and that the Jockey bra promised
packaging that consumers the best fit and comfort along with
has already the benefits of style and looks.
established
a new Brand Values
benchmark To millions of users across the world, Jockey
for the stands for comfort, quality and value. Jockeys
industry. In leadership in basic and fashion underwear has
the new firmly established it as the classic American
millennium, underwear brand.
Jockey also The brand enjoys an international reputation
introduced for providing high quality undergarments; its
revolutionary physical comfort comes through a great fitting
fabrics in the product and its emotional comfort through a
womens relaxed and enjoyable wearing experience. The
category core values of the brand include youthfulness,
called fun, quality, value, confidence and innovation.
Wonder
Fabric. With the promise of no panty lines the www. jockeyindia.com
garment was actually engineered at the
molecular level to absorb moisture, hasten
evaporation and maximise comfort. THINGS YOU DIDNT KNOW ABOUT
Jockey, so far synonymous with comfort, has
taken great strides in establishing itself as a Jockey
lifestyle brand. It has successfully positioned itself Jockey created the worlds first brief in 1934
as an innovator in comfort offerings. In the with the assistance of an urologist to provide
expectations. lycra-based Jockey for Her stretch range, Jockey men with masculine support.
The Indian operation of Jockey commenced has the distinction of offering a first-of-its-kind.
in 1994. Page Industries Limited launched the The Essence range of Jockey bras has been Prior to 1937 underwear was sold in shoe-like
brand in India as the sole licensees. phenomenally successful. Its positioning as the boxes for fear that seeing them in public would
Headquartered in Bangalore, Jockey India has Bra Science by Jockey has been highly offend people. Jockey was the first to sell
lived up to its motto of Satisfying the human appreciated and accepted by consumers. underwear in cellophane.
need for comfort and continuing to emphasise Jockey is the only innerwear brand, which has
Jockey was at war with Hitler before the rest
Jockeys international standards on premium successfully donned the Exclusive Brand Outlet
of the world. When Jockey launched the
quality products. The company has carried (EBO) route. The brand has an ever-growing
worlds first underwear fashion show featuring
forward the tradition of innovation and spirit of chain of EBOs in all the major cities
a cellophane wedding in 1937 Hitler who saw
fashion. It continues to dedicate itself to in India.
it in Life magazine, denounced it in speeches
delivering the utmost care to its customer and
Promotion as immoral.
revolutionising the innerwear industry with new
and innovative products. Jockey has always been an innovator in In 1963, Jockey designed special long
underwear advertising which has reflected the underwear for the Apollo space programme,
Product values of comfort, performance, fun and quality. complete with elastic straps to keep sleeves
Jockey products are designed with a The launch campaign captured the attention down in zero gravity.
commitment to comfort, fashion, quality and of the country with the communication that

SUPERBRANDS 101