Jockey rebranding to Lifestyle segment
Wednesday, February 13, 2008
Inner wear brand, Jockey, in India is repositioning itself as a Lifestyle brand with included focus on leisure wear segment.To mark its entry, the company is offering new products in the women's segment such as Pyjamas and Gym Wear and will also open more outlets focusing on the needs of Trendy Indian lady.
Mr. Puri, Marketing Head, said,
The idea is clearly to position ourselves as a lifestyle brand for which we are adopting a 360 degree initiative, creating super-premium categories for women and opening more exclusive brand outlets.The bulk of company's sales in India still come from Mens segment.
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