Comfort Zone Crisis: Jockey study reveals women are stuck in a rut

Seize the Day in Skimmies® challenge with stylist and fashion icon, Rachel Zoe, urges women across America to expand their comfort zone with Skimmies® slipshorts 

KENOSHA, Wis. (May 27, 2014) – Women across America have gotten a little too comfortable- at least when it comes to their fashion choices.  A recent survey conducted online among over 1,000 U.S. women (ages 18+) by Harris Poll on behalf of Jockey International, Inc. in April 2014, revealed a comfort zone crisis where fashion choices have gone stale with 65 percent of women stating they have one or two main go-to outfits they wear often. Findings also showed that “comfort is queen,” with a whopping 81 percent saying they pick comfort over fashion when getting dressed. At Jockey, comfort and fashion aren’t mutually exclusive. So, the iconic apparel brand today announced the launch of Seize the Day in Skimmies® challenge with stylist and fashion icon, Rachel Zoe.

For the next four weeks on Jockey’s Facebook page, Jockey and Rachel Zoe are challenging the women of America to Seize the Day in Skimmies® and expand their fashion comfort zones with a series of fun and fashionable daily challenges. Every day from May 27 – June 20 women will be presented with a new challenge, some directly from Rachel Zoe herself, such as:

  • Confront a fashion fear: wear a style you have always been afraid of and share in that picture or video.
  • Put on your favorite spring skirt or dress and then twirl!
  • Make someone’s day: share a picture or video of you giving a compliment to a stranger.

Women will be asked to upload a video or picture of them doing the daily challenge with the hashtag #SkimmiesPromo. Everyone who participates gets a chance to win a free pair of Skimmies slipshorts and other great prizes. One grand prize winner will receive $5,000 towards the trip of a lifetime; a style consultation with Rachel Zoe Studio via Skype; $1,000 towards a shopping spree; an autographed copy of Rachel Zoe’s new book Living in Style: Inspiration and Advice for Everyday Glamour; and a year’s supply of Skimmies slipshorts.

“Skimmies slipshorts provide seamless modesty so women can comfortably wear skirts and dresses anytime, anywhere,” said Dustin Cohn, chief marketing officer at Jockey. “This program is a great way for Jockey to engage with women and demonstrate that fashion and comfort can go hand-in-hand.”

Skimmies slipshorts are a whole new kind of underwear that smooth like a slip and cover like shorts. In Skimmies slipshorts, comfort extends to skirts, dresses, almost anything; they are a must-have accessory that helps to expand your wardrobe options — and your fashion comfort zone. With Skimmies slipshorts, you can say goodbye to panty lines; chaffing and over-exposure; and get lightweight, non-constricting coverage – great for the days unexpected adventures. They give women the freedom to unlock their wardrobe’s potential and wear whatever they want, whenever they want.

“When you’re comfortable in your look, it’s impossible not to exude confidence,” said Rachel Zoe. “Jockey’s Skimmies slipshorts are a must-have in every woman’s wardrobe; they are seamless under flowy skirts, dresses, even trousers. I can’t wait to see what women submit and how they seize the day.”

 The Comfort Zone Crisis

Fashion vs Comfort

  • More than half of women (52%) have trouble finding an outfit that is fashionable and comfortable
  • About half (49%) of women want to be more active at a moment’s notice when wearing a skirt/dress

Women are stuck in a rut…

  • About half (48%) of women feel they are stuck in a rut with their every day routine
  • Nearly three-fifths (57%) of women with kids in the household are more likely to feel they are stuck in a rut with their everyday routine than  women without kids in the household (44%)

And want to break out of it

  • More than half (56%) wish they could find tips or solutions to expand their comfort zone when it comes to their wardrobe
  • 60% look for inspiration to help break through their daily routines

No purchase necessary. Promotions runs May 27 – June 20. For official rules and more information, please visit Jockey’s Facebook page.

Survey Methodology

This survey was conducted online within the United States by Harris Poll on behalf of Jockey International Inc. from April 7-9, 2014 among 1,062 adult women ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Faith Borland at faith@pdcpr.net.

About Jockey International, Inc.

Founded in 1876 Jockey International, Inc. is a privately held company with headquarters in Kenosha, Wis. Today, Jockey apparel products are sold in major department and specialty stores in more than 140 countries around the world. Jockey is committed to quality, comfort, fashion and innovation. As Jockey grows, the simple commitment to serve our consumers’ needs continues to be our company’s hallmark. Need more Jockey in your life? Shop us at Jockey.com, call us at 1-800-JOCKEY-1, visit our blog, and follow us on Facebook, Twitter, Pinterest, Instagram and YouTube.

About Rachel Zoe

Having immersed herself in fashion and design for over two decades, Rachel Zoe has been heralded as one of the most influential forces working in the industry today. Through her work as a stylist, her eponymous contemporary collection, her digital media division, which includes the online style destination, The Zoe Report, and many entrepreneurial endeavors, Rachel has made her own brand of everyday glamour accessible to all. Rachel has authored two New York Times Best Selling books including Style A to Zoe in 2007, and most recently, Living In Style, which was released in March 2014. Rachel lives in Los Angeles with her husband Rodger, and their sons, Skyler Morrison and Kaius Jagger.

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Jockey Launches New Marketing Campaign for the Jockey Collection featuring Rachel Zoe’s “Must-Haves”

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.

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Jockey Skimmies

Skimmies. Funny word, isn’t it?

Anyway, let’s get serious. We have enough things in life to worry about. Underwear shouldn’t be one. Oh, and sacrificing comfort for style? Unacceptable. With our newest innovation in women’s intimates, Jockey Skimmies is a must-have for your wardrobe. As we both know, it’s not just about what we wear on the outside – what’s underneath is just as important.

We’ve all been there before, you’re wearing your favorite skirt and you get that uncomfortable feeling of your legs rubbing together. Uh huh, that feeling. Or, maybe it’s been a busy day at the office and you finally can escape your desk, unfortunately, your skirt thinks you’re still sitting. Wedgie dance, anyone?

Specially designed with silky-smooth fabric, Jockey Skimmies let your skirt float, pants relax, legs glide and you’re even covered for those unexpected occasions. That’s right; we’ve all encountered a strong gust of wind.

Thanks to incredible stretch and recovery, Skimmies give you the coverage you need to feel comfortable and confident. Let’s put an end to the static and clingy fit of a traditional slip short. Step into Jockey Skimmies, we think it’s just what you’ve been waiting for.