Jockey spins new line just for Target

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Jockey International aims to make a bigger leap into mass retail with a lingerie line created exclusively for Target Stores.

The Formfit intimates reach the chain in March, backed by a campaign from Grey Advertising, New York. Print ads will break in the March 20 issue of People and in April issues of fashion and lifestyle magazines including Cosmopolitan, Redbook, Shape and Us. The effort will also include a new Web site (formfit.com), in-store displays and sampling.

The ads feature models showing off the new line of tops and briefs in cotton, microfiber and cotton/spandex blends.

HIGHLIGHTING FEATURES

Each focuses on a feature of the products, such as soft fabrics or comfortable fit, and carries the tagline "Just plain smart," as well as the Target logo and Formfit Web site address.

Formfit was acquired by Jockey in 1997 and has since been restyled with new products, packaging and advertising support.

Mark D. Hogan, VP-marketing and advertising at Jockey, didn't reveal spending for the Formfit launch campaign, but said "it's going to be a pretty significant magazine introduction."

Jockey spent $6.5 million in U.S. media in January through October 1999, according to Competitive Media Reporting.

Formfit is part of Jockey's plan to expand its reach into new distribution channels, said Mr. Hogan. While the main Jockey brand is mainly sold through 14,000 department stores and specialty stores, Formfit will give the company a presence in the mass retail channel, he said. "This gives us an opportunity to launch another brand and begin to build a portfolio of brands," said Mr. Hogan.

The marketer made its first foray into women's underwear in 1982, with the introduction of Jockey for Her.

GOING YOUNG

The privately held 123-year-old company, which claims to be the leader in men's underwear, has been trying to boost its profile among 18- to 34-year-olds with more colorful and fashion-conscious styles. Those efforts are backed by a campaign from Grey that features real-life firemen, surfers, and even soap opera stars wearing Jockey underwear.

The company also upgraded its Web site (jockey.com) last year and sponsored events with promotions to bring the brand into focus with the younger consumer (AA, March 15).

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