Jockey Launches New Marketing Campaign for the Jockey Collection
featuring Rachel Zoe’s “Must-Haves”
New campaign focuses on brand’s iconic, yet evolving image and continued partnership
with stylist and fashion icon, Rachel Zoe
KENOSHA, Wis. (October 16, 2013) – Jockey International, Inc. today announced the launch of their new marketing campaign, “Redefining Comfort,” for the Jockey collection as preferred by Rachel Zoe. The new campaign conveys confidence and a more glamorous side of Jockey, and aims to challenge the perception that comfort and fashion can’t co-exist. The new campaign also builds on the brand’s partnership with 2013 “Stylist of the Year” and fashion icon, Rachel Zoe. Jockey and Zoe started working together in July 2012.
The campaign’s creative elements were conceptualized with the modern woman in mind. She is someone who’s confident, happy, on-the-go and always chic. Evoking the modern woman, the campaign imagery focuses on the personal and intimate moments she goes through while getting dressed – whether it’s for work or an evening out. Headlines such as “Comfort Just Got Chic,” “Comfort Just Got Glam,” “Comfort Just Got Sleek” and “Comfort Just Got Flirty” show that it’s time to give comfort a makeover, starting with the foundation of your look.
“This new marketing campaign shows the evolution of Jockey in its collaboration with Rachel Zoe. It’s a new, edgier side of Jockey, marrying the comfort and quality we are known and loved for, with the undeniable style synonymous with Rachel,” says Dustin Cohn, chief marketing officer at Jockey. “Rachel is someone women look to as the authority on style and is therefore the ideal ambassador to promote the campaign’s message: underwear can have it all.”
For over 100 years Jockey has been synonymous with quality and comfort, and the brand’s partnership with Zoe has allowed Jockey to introduce its modern collection to a new, younger, fashion-conscious consumer. Leveraging Zoe’s enviable style and sophistication with Jockey’s trusted expertise, the new Jockey illustrates that comfortable, solution-based underwear can be chic, fun and even a little edgy.
“As a long-time fan of Jockey, I feel honored to be an integral part of the evolution of this iconic brand,” says Rachel Zoe. “This new marketing campaign really brings to life the idea that women can feel pretty, sexy, flirty, super feminine, and always comfortable – which is beyond important.”
The Jockey collection, including those items curated as Rachel Zoe’s “Must-Haves,” provides consumers with high-quality, on-trend innerwear in a variety of cuts, colors and patterns, ranging from thongs and boyshorts to lace and laser-cut edges. Highlighted within the new marketing campaign are key pieces, such as Clean Edge – featuring laser-cut edges for a flawless finish; Lacy Dot – an ultra-feminine design of delicate lace and picot trim; Skimmies® – a modern slipshort offering smoothing coverage without constriction; and shapewear tops that feature a unique, patented three-panel design providing targeted control in key spots.
The Jockey collection’s marketing campaign featuring Rachel Zoe will debut in mid-October in print and digital advertising platforms, as well as through Jockey’s social media, public relations and consumer activations.
New styles and imagery for the Jockey collection featuring Rachel Zoe’s “Must-Haves” can be found on www.jockey.com/zoe.
About Rachel Zoe
Rachel Zoe is a distinguished stylist, editor and designer, renowned for her effortless take on glamour. In addition to her work as a stylist, Rachel is a New York Times Best Selling author and in 2008, she debuted “The Rachel Zoe Project” on Bravo, which now airs in over 21 territories worldwide. Today as a designer with her eponymous collection sold in over 250 doors worldwide, she makes her exceptional taste and expertise accessible to her ever-growing audience. Additionally, in 2009, Rachel formed Zoe Media Group and is a leader in distilling her fashion advice through her daily newsletter, “The Zoe Report” and other media platforms. Rachel is at the forefront of embracing technology to educate a new generation of fashion lovers.