According to Paula Barnes, vice president of men’s merchandising for Jockey International, Inc; “We are seeing solid performances in all categories, including our lowest priced product, which is still mid-to-high-end within our distribution channels; Jockey is not the lowest cost provider. You could possibly attribute this to Jockey being a known and trusted brand, and quality is often an attribute consumers associate with the Jockey brand.”
Her advice for those hoping for success in the men’s intimates category is “they must know their customers, understand and respond to consumers, and stay true to who and what they want their brand to stand for. The men’s market has become more saturated over the last few years; entry now requires something special that sets a brand apart from the competition.”
Although Jockey’s historical niche of basic white classics still represents “a significant portion of our business we have expanded our product range to answer today’s male consumers’ needs and demands with a wide variety.”
Men’s shopping habits have changed, according to Barnes. “They make purchase decisions based on occasions and they are more knowledgeable about functional benefits as well as how a product may make them look and feel.
“In popular trends, color is becoming increasingly important, and in some new, more modern collections, black is the new white. Boxer briefs and midways are surpassing briefs as the most popular silhouette, while V-Necks are also trending up. White remains an important color in tops and in the original tried and true bottoms, especially evidenced in our Heritage Classics line. Yet, white is becoming less and less important in newer areas of the business where men are shopping not just for functionality, but for fashion, occasion and performance.”
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written by Amanda Torres Price published 2010-03-24 10:51:56
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