Loyola University Chicago

Adrian Avalos, Jacqueline Morel, Jack Murphy

Strategic Marketing Plan
Savvy Seniors
MARK 390 (Marketing Strategies)
Professor Gramata
November 21, 2018
 Content

Executive Summary……………………………………………………………………………….3

Business and Strategic Overview………………………………………………………....……….4

Goals and Objectives………………………………………………………………………...……5

Marketing Strategy…………………………………………………………………………...…....6

Target Market Strategy……………………………………………………………………....……7

Product Strategy…………………………………………………………………………....……...8

Distribution Strategy………………………………………………………………………..……15

Pricing Strategy ……………………………………………………………………………..…...17

Promotions Strategy………………………………………………………………………..…….19

Implementation and Evaluation……………………………………………………………….…23

References……………………………………………………………………………………......27

Appendix………………………………………………………………………………………....29

•Key Mintel Graphs……………………………………………………………………...29

•Survey Results…………………………………………………………………………..31

•Production Method Map……………………………………………………………...…63

•Distribution Museum Mockup…………………………………………………………..64

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 Executive Summary

After conducting primary and secondary research on Jockey International, our team has

composed a rebranding of the JKY line that will lead to an increase in sales of Jockey products to

older Gen Zs and younger millennials between the ages of 18 and 24. Although Jockey has not

previously been successful in targeting this market, by making these proposed changes Jockey

could shift brand perception and become a leader in this market.

Currently, Jockey International is a recognizable brand with no financial debts. However,

when asking consumers about their perceptions of Jockey, few were eager to purchase Jockey

products for themselves. With Jockey’s current loyal customers aging, it is imperative that

Jockey takes measures to improve brand perception. With the millennial generation being the

largest in U.S. history and considering Gen Z is expected to make up 40% of consumers by 2020,

targeting this market will be beneficial for Jockey in the long term (Joker).

Jockey is planning to launch a line within Target stores in Fall of 2019. Initially, they

envisioned targeting millennial moms that shop at Target for their family. However, by honing in

on a younger target market, Jockey will be more successful in changing brand perception and

recruiting loyal customers in the long run.

Jockey offers a variety of high-quality products from underwear to pajamas to athletic

wear. But in a highly competitive market, Jockey is falling behind other competitors like Calvin

Klein and Gap and ultimately competes with brands like Hanes and Fruit of the Loom. While

Jockey has previously relied on their historic brand name to attract customers, our promotions

focus on the individuality that Jockey underwear offers and will expose the trendiness of Jockey

JKY to the booming group of young, socially concerned, eco-conscious 18-24-year-olds.

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 Business and Strategic Overview

After conducting an overview of the brand, Jockey’s strengths, weaknesses,

opportunities, and threats are as followed:

Strengths:
● Trusted, historic brand
● No financial debts
● Social media presence
● Working for the greater good

Weaknesses:
● Have not captured younger generations
● Family-oriented, but no children’s line
● Advertising campaigns
● Lack of size and color representation on website
● Plastic packaging
● Seen as masculine, discouraging female consumers

Opportunities:
● Open to rebranding
● Strategic partnerships
● Showcase a new and unique personality
● The market is changing and Jockey can as well

Threats:
● Competitors gaining speed
● Poor perception of Jockey; seen as dated by younger consumers
● Lack of personal touch
● If nothing is done, Jockey could be losing substantial amounts of business

To play off of this SWOT analysis, Jockey should use a follower strategy to gain loyal

customers that fit within JKY’s target market. Jockey would not be the pioneer brand targeting

18-24-year-olds in the United States; other brands have already accomplished this. Jockey can

use this to their advantage by studying brands like Calvin Klein and Aerie and learning from

their mistakes and filling their shortcomings.

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 Currently, competitors like Calvin Klein or Gap that have a similar price point to

Jockey’s, are perceived to be trendy by consumers. Jockey is often perceived to be dated,

sensible, or “for old people” (Q20). By rebranding JKY, Jockey can change these perceptions of

their brand and target this younger consumer. This weakness will become a strength.

Below, find a perception map put together as the result of primary research findings as

well as secondary data:

Goals & Objectives

Goals:
● Attract younger consumers ages 18-24 to purchase Jockey products thus increasing
revenues by 20% by Q1 2020.

● Improve the perceived quality the perceived trendiness of Jockey.

● Create a unique voice for Jockey that younger audiences will gravitate towards.

Objectives:
● Utilize Instagram influencers to attract new, younger consumers to purchase Jockey.

● Improve sustainability of Jockey packaging to create a brand image that younger

audiences will appreciate and gravitate towards.

● Launch a social media campaign that emphasizes the new look and feel of JKY to
increase the perceived trendiness of Jockey products.

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 Marketing Strategy

The overall marketing strategy will be demographic based, focusing on a younger target

market of 18-24-year-olds who are trend-seekers interested in sustainability, minimalistic design,

and likely live in an urban setting. The first step in captivating this market is exposing them to

the JKY line. It is recommended that Jockey team up with Target to utilize all social media

channels (Facebook, Instagram, Twitter, LinkedIn, etc.), to showcase the new and improved JKY

products Jockey is offering. This demographic uses social media heavily.

Creating ads showcasing the rebranded JKY line within Target stores and near the Jockey

products will ultimately attract more in-store shoppers. The JKY line will offer trendy but

practical underwear that Jockey has not previously offered. This rebranding will require

exposing Jockey to new marketing techniques such as experiential marketing, pop-ups, as well as

face-to-face marketing where consumers try on the underwear and give immediate feedback.

From different shaped boxes to unique reusable bags, Jockey JKY will stand out as the cool, hip

underwear that catches the eyes of Target shoppers.

IDENTIFY: Who is our audience? Younger people ages 18-24.

CREATE: A plan to engage with our target audience. Focus on social media, influencers, pop-
ups, physical ads in store, and more.

EXECUTE: Bring the target market strategy to reality and showcase Jockey’s talents to the
younger audience with hip and trendy new items.

EVALUATE: See how things are going. Is the target audience interacting well with the brand?
Are there strengths or weaknesses needing to be addressed?

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 Target Market Strategy

Jockey already offers quality products. However, they need more exposure and elevated

marketing strategies to showcase their strengths. According to the database Mintel,

underwear/sleepwear consumers are looking for products based off of comfort, fit, and price.

Products that provide comfort and good fit while being relatively fair on price is what 18-24-

year-olds value and Jockey can reach these metrics.

Also, within the Mintel report, researchers found there is more opportunity with younger

audiences and generations to recruit loyal customers. Older Millennials/Generation X likely are

already loyal to brands. When targeting a younger audience, Jockey should create new, sleeker

products to capture new consumers. Another way Jockey can target younger consumers is by

utilizing more e-commerce. (Find key datasets taken from the Mintel report in the appendix.)

People within the ages 18-24 are more conscious with how they are spending their money

in the sense that they want to support brands that do their part for society and the environment.

Size, race, and gender representation within a brand’s marketing materials are a huge plus for

this target market. The Jockey JKY packaging will be more sustainable. Models for JKY will

come in all shapes, sizes, colors, and genders. This is an inclusive line.

Product Strategy

Quality & Materials

Jockey needs to improve the public’s perception of Jockey’s product quality. Currently,

Jockey produces high-quality products, but buyers do not consider Jockey to be a high-quality

brand. When asked the attributes survey participants associated with the Jockey brand, only 32%

of participants selected ‘quality’. In contrast, ‘quality’ was the second-most chosen attribute that

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survey participants selected when asked “When buying underwear which of the following is

important to you?”

Emphasizing the quality of Jockey products will engage our proposed target market

because it plays into their desire for sustainable consumption. Higher-quality products last longer

thus less end up in the landfill.

Survey participants prefer 100% cotton and cotton/poly blend to other fabrics when

purchasing underwear. That being said, over ¼ of survey participants expressed interest in

buying lace underwear. There is a lack of lace underwear on Jockey’s website.

Maintaining Jockey’s current quality while introducing more fabric options is our

recommendation. We recommend all JKY underwear come in a 100% cotton option as well as

microfiber (for athletic consumers), lace (for female targeted products), and a seamless option

for consumers who do not like underwear lines. The other JKY products that will be released

down the line, like lounge pants and sheets, will be made using 100% modal fabric. This fabric is

sleek, comfortable, and stretchy.

Product Design

To successfully target 18-24-year-olds, Jockey must recognize that to “win the hearts and

minds of millennial shoppers, you must first win their eyes” (Dahlby). JKY products will be

designed to be sleek and smooth; appealing to our target market’s minimalist aesthetic. The

products will also be designed sustainably. There is a push for more sustainable consumption by

younger consumers and according to the 2017 Edelman Earned Brand Study, tackling societal

problems gives “enormous opportunity for brands that heed this call to gain new buyers and

realise stronger consumer relationships more quickly" (Cooper). It is recommended JKY

products use organic, fair-trade cottons and are sold in recyclable packaging.

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 To attract younger female consumers, Jockey must introduce more thong and seamless

underwear options. Younger women are buying cheekier panties that Jockey is behind in

offering. More millennial and Gen Z men are buying boxer briefs. These styles will be the basis

of the JKY line.

Color Scheme

The “JKY classic” colors we recommend Jockey produce are as follows: black, white,

grey, maroon, navy, dark green, peach, and mustard seed. Solid colors are a staple for older and

younger consumers. In our survey findings, participants overwhelmingly expressed their

gravitation towards simple solid colors rather than patterns. In year two of the JKY line, Jockey

should slowly introduce more pattern options and seasonal colors. For the winter season, Jockey

will offer holiday themed underwear. Below are some color codes as well as patterned options

for the JKY line:

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Features & Benefits

Jockey needs to emphasize the comfort and quality of their products. JKY underwear

will be in a circular box with a window allowing consumers to feel the fabric quality. With the

demand for athleisure wear on the rise, Jockey will also introduce microfiber JKY products to

improve their athletic presence in the market (Cheng).

JKY underwear will be offered in a variety of fits from loose to snug for both men and

women. By having a spectrum of options, consumers will be able to pick the underwear they find

most comfortable.

JKY will also offer sizes XXS-XXXL. The demand for plus-size products is on the rise

and representation of all sizes is preferred by millennials and especially Gen Z (Singh).

Brand Logo

Jockey’s brand logo will remain the same but the JKY line will undergo a logo change as

seen below:

This JKY logo appeals to the minimalism and simplicity that younger millennials and

older Gen Zs are seeking in their products.

Positioning Statement

Jockey produces high-end quality undergarments for men and women but consumers.

Jockey expressed pride in being a third-generation family-owned company. Historically being in

the forefront of undergarment innovation, Jockey does not get credit where credit is due.

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 Although Jockey could utilize their historic brand name to gain consumers, it is

recommended that Jockey step aside from their history and position JKY products as new.

Disconnecting JKY from Jockey’s history is vital to creating trendy products.

Rather than the family-oriented approach Jockey has taken to promoting their products,

JKY will be positioned as high-quality, made with simple materials, and offered in minimalistic

designs.

Packaging

According to Statista, 59% of customers prefer purchasing products with little packaging

and 80% of customers consider packaging when buying a product. By using a sustainable

packaging method, JKY will attract the environmentally-conscious millennials and Gen Zs

within the proposed target market. The JKY line will be packaged in circular biodegradable

boxes in a natural brown paper color. In-store, unpackaged and tagged JKY underwear will also

be available in bins to eliminate packaging waste altogether.

This circular packaging design will give JKY a unique look instead of the traditional

plastic packaging for undergarments. The box will have a transparent plastic window shaped as

the style of underwear in the middle of the box for the customer to see the garment within the

box. A smaller circle will be cut out of the transparent plastic for customers to actually feel the

product. The JKY logo will be placed on the top front of the box. The Jockey logo will be

discreetly placed at the bottom front of the box.

The in-store bins will have reusable muslin bags available for customers to place their

individual underwear into. The bags will be branded with both the JKY and Jockey logo. The

best way to illustrate this concept is choosing bread at a bakery; customers grab a bag and then

fill the bag with the type of bread they want. Millennials and Gen Zs are very individual and do

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not frequently purchase underwear in packs. Having reusable muslin bags will align with the

sustainable perception JKY is wanting to promote.

A mockup of the JKY boxes and muslin bags can be found below:

Production Method

Jockey's production method should be lean production. By incorporating the lean

production method, Jockey can reduce waste and ensure high-quality. The lean method will help

Jockey stay competitive among its competitors by aligning with the sustainable mission of the

JKY line. It will guide Jockey to identify its customer's perspective, value stream, how long it

will take Jockey to make underwear, when demand calls for more, and how to improve. The

following steps will allow Jockey to maintain high quality, meet individual needs, and have high

job satisfaction among its employees. The steps are:

1. Order Received - Retailers tell Jockey how many units are needed of the JKY line.

2. Planning, Sampling, and Material Sourcing

a. Planning consists of going over cost, creating what-if scenarios, and setting the
release date. Once all have been discussed, there will be a pre-production
meeting.

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 b. Sampling consists of measurements, molding, and size fit. Once this step is
completed, product samples will go to a pre-production sample approval.

c. Material sourcing deals with selecting fabrics and patterns. Then products will be
processed to fabric and trimming in-house.

3. Pre-Production Meeting and Material Inspection

a. Jockey will first approve the planning and sampling steps before the final steps of
production. Once fabric and trimming in-house is completed, products will go
through inspection. If the product fails inspection, it will be sent back to fabric
and trimming to be altered. Once it passes inspection, then the product will move
to cutting.

4. Cutting - Material is cut down to correct size and fit measurements.

5. Sewing - Underwear is put together.

6. Embroidery - All JKY products will be stitched with JKY as seen below.

7. Inspection - Ensuring all products are correctly measured, colored, and labeled. If the
product does not pass, it will be sent back to alteration to be fixed before washing.

8. Washing - JKY products need to smell brand new, clean, and ready to wear.

9. Final Inspection - Ensuring everything remained intact during washing. If this does not
pass it will be sent to alteration and rewashed.

10. Finish Product - Getting the product ready for packaging.

11. Packaging - Finished products are placed into boxes or tagged.

12. Shipment - Checking shipping labels to ensure they are going to the correct location.

(A production map going over this 12-step process is included in our appendix.)

Stage of the PLC and Related Target Audience

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 Overall, Jockey is considered to be at the decline/extension stage of their product life

cycle by millennials and Gen Zs. They recognize the brand but are not likely to purchase (Q19,

Q21). By rebranding and offering different products within the JKY line, Jockey would be

extending their life cycle thus experiencing more growth.

Adoption of the JKY Line

JKY will be an easy line for consumers to adopt because it is simple and familiar to

consumers. Jockey will not be introducing styles of underwear that consumers have not seen

from other brands. Rather, JKY allows Jockey to showcase their simplicity; allowing individuals

to mold the JKY brand to their individualistic desires.

Branding

One brand that has successfully captivated the Target shopper is the Method cleaning

brand. These cleaning products are sold in sleek, minimalistic packaging and are known to clean

well. Method is also a sustainable brand. Without the use of chemicals, consumers can trust

Method to cut through grime effortlessly. Jockey should strive to be like Method; simple but

high-quality, minimalistic but appealing.

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 Another brand Jockey should strive to be similar to is Apple. Although Apple utilizes a

premium-pricing strategy that is not recommended for the JKY line, consumers are loyal to

Apple products and trust that the products are of the highest quality. Apple products are designed

simply and appeal to a wide variety of individuals similarly to the way the JKY line will be

branded.

Distribution (Place) Strategy

Statista reported in 2017 that there are 1,822 Target stores in North America. Target

shoppers often buy several items during their trip rather than buying one item. To some, taking a

trip to Target is seen as a sanctuary or a place to escape the rush of the day-to-day. From our

survey, it was found that 69% of participants live within 5 miles of a Target store.

First, the JKY line should be tested in select cities to see its potential. The cities we

recommend for this test are: New York, Los Angeles, Chicago, Houston, and Philadelphia. These

cities have a high population and are a destination for tourists. After Jockey feels that JKY has

succeeded in these cities the JKY line will be released to all other Target locations.

However, in addition to Target, Jockey should launch the line with other

distributors/retail spaces to reach more millennials and Gen Zs. Millennial and Gen Z consumers

want to find a deal while remaining on trend. While shopping, Gen Z consumers will often ask

themselves: would an influencer shop here, buy this product, or wear it? Two stores that have

been successful in reaching trendy, deal-driven 18-24-year-olds are Urban Outfitters and Zara.

Last year Jockey and Urban Outfitters successfully launched and co-designed

undergarments with an 80s feel. We recommend rekindling this relationship with Urban

Outfitters. Younger consumers trust Urban Outfitters to sell hip clothes. By having the JKY line

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available at Urban Outfitters, Jockey could experience the boom of sales that Calvin Klein has

experienced in recent years with millennials and Gen Zs.

Millennials and Gen Zs shop at Zara for a more professional look or for a night out. Zara

does not currently have any name-brand products in its stores. However, if Zara allows

collaboration with Jockey, an entirely new sect of consumers could be reached, and the overall

professionalism of the Jockey brand will be increased. The seamless JKY options would be most

appropriate for Zara retailing.

JKY should be in the front of Target’s underwear department. The visual display will

have posters and mannequins wearing JKY underwear. Posters will be hung at the store’s main

entrance, whereas the mannequins will be in the underwear department.

A nontraditional display Jockey could use in-stores to showcase the JKY line is by laying

out the products as if they were in a museum. This “museum” would be at the main entrance to

grab customers as they come into Target. The products will be lined on two industrial showcase

console tables have a brief description of the fabric, fit options, and name of the style.

Within the underwear department, Jockey will need to acquire one large shelf space to

house both packaged underwear and the tiered bins and bags. This layout will be for Target,

Urban Outfitters and Zara. Find the proposed layout below:

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 Pricing Strategy

Jockey should use a mid-premium pricing strategy when pricing its products. Having an

affordable product is important for targeting younger audiences, but Jockey needs to avoid

budget pricing strategies because of its ability to decrease a brand’s perceived quality.

For instore retail, a bin strategy is recommended where purchasers can grab three

individual underwear for $24. At $8 a pair, the purchaser will feel as if they are getting a deal for

buying more than one pair and they can select the three individual pairs they want. Jockey will

also save packaging costs by utilizing this method. Individually, the underwear will be priced at

$10. Boxed products will be more expensive than the 3/$24 deal. At $20, the boxes will have two

pairs of JKY underwear coming in at $10 a pair.

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 Promotions Strategy

Cartwheel App

Target’s app, Cartwheel, allows Target customers to save anywhere from 5-50% off

hundreds of items in-store. Customers can save in more than one way. Before shopping, Target

customers can scroll through the week’s deals and save coupons to their account. Other shoppers

who do not plan out their shopping trip in advance can scan items at the store to check for

eligible coupons. After shopping, the app creates a barcode that the cashier will scan at checkout.

By teaming up with Target’s Cartwheel app, consumers will be able to see the JKY products

before entering the store. The Cartwheel app will also encourage consumers to buy JKY products

by offering a discount. The promotions we recommend Jockey offers through the Cartwheel app

are as follows:

➔ #1: $5 off $30 spent on any Jockey products

➔ #2: Back to school sale: 10% off all Jockey products
➔ #3: Buy two JKY packs of underwear and receive a free 2-pack
➔ #4: Pick three pairs of JKY underwear for $20

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JKY Scholarship

College student’s make-up a large percentage of 18-24-year-olds. Often college graduates

want to benefit the greater good but are burdened by paying off their student loans. Jockey has

expressed interest in helping those in need. Offering a branded scholarship will help take that

pressure off from college students so they can follow their dreams and do good for the world.

Offering a scholarship will increase Jockey’s brand exposure to young people. Jockey

will select three winners from this contest to be awarded $500 each as well as a box of Jockey

products to get them ready for the school year.

The prompt for the essay is “What does family mean to you?” Jockey will benefit from

these scholarship entries with marketable material pushing their family narrative.

Scholarship Requirements:

1. Buy JKY 2-pack underwear where you can find an access code to be able to apply for the
scholarship

2. Student must be an incoming freshman

3. Must maintain between a 2.5-3.0 GPA throughout the semester

4. Must be a full-time student

5. Student has to illustrate a letter of acceptance from the college program

6. Standard MLA format

7. Should be between 1-3 pages long

This is a poster advertising the Jockey scholarship that teachers can distribute among senior high

school students along with posting them throughout their building:

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Social Media

Across all social media platforms Jockey will run their I Wear It Best campaign

exhibiting people from all walks of life wearing JKY underwear. All sizes, genders, and races are

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included in this campaign to promote inner beauty and body-positivity. Jockey will contribute to

the conversation of breaking the norm of the “ideal” body type. On Instagram, Jockey will pick

and post someone’s picture with the #IWearItBest tag and share their backstory. The way people

can participate in this campaign is by using the #IWearItBest to get noticed not only by Jockey,

but by their followers as well.

Influencers

A key to millennials and Gen Zs purchasing Jockey products is social consumption; or

“consumption inspired by and modeled on the consumption patterns of people that they follow"

(Roberts). Extending beyond word-of-mouth by family and friends, our target market follows

influencers on social media sites like Instagram for product recommendations and insights.

An Instagram influencer’s page may look like a mass of selfies, but their followers are

taking note of their skin care routine, makeup, fashion, and lifestyle. Incorporating JKY

underwear into influencer accounts will allow for a natural adoption of Jockey products by

younger consumers. Gen Zs grew up watching Youtube videos of people like them, not

celebrities. Brands can use social media to be relatable and to forge a personal, authentic

connection (Joker).

Influencers will be sponsored by Jockey to promote JKY products in their Instagram

posts. Jockey will send influencers a variety of JKY products to unbox on their Instagram Story

as well as in a post. Keywords that Jockey will ask influencers to incorporate in their post are:

quality, sustainable, comfortable, and trendy. Although Jockey asks for these keywords to be

included, influencers should be encouraged to use their individual voice to best appeal to their

followers and to seem more authentic.

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 Below we have compiled a list of influencers for Jockey to work with as well as the post

we would recommend they share:

● Celebrities Chrissy Teigen and John Legend - family oriented post.

● Musician Lizzo @lizzobeeating - plus-size inclusivity post, body positivity.

● Dylan and Cole Sprouse- actors whom most millennial grow up with watching.

● Lilly Singh- YouTube influencers who has 13.2 million subscribers and 7.2 million
followers on Instagram. Singh is also a actress, comedian and author.

● Try Guys- YouTube comedy channel but also relatable.

Pop-up:
To introduce JKY products outside of pre-existing retailers, Jockey will host “pop-ups”

allowing potential customers to try on and take home JKY underwear. These pop-ups could take

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place in a variety of settings but to captivate millennials and Gen Zs, Jockey should make sure to

host pop-ups at music festivals.

These pop-ups will give consumers the opportunity to try on JKY underwear, take selfies

in the branded dressing room mirror, and give immediate feedback. Music festival attendees will

retrieve the pair of underwear from an employee at the stand and then go into a Jockey changing

room to try on the product. Attendees can keep the product they try on free of charge.

The dressing room mirror will be decorated with the JKY and Jockey logos as well as

body-positive words to encourage the people trying on the underwear to feel confident enough to

snap a picture of themselves in the mirror. The goal of these pop-up events is to gain attention

through social media and for people to talk about the JKY products on certain platforms.

Implementation and Evaluation

Jockey should launch their rebranded JKY in Target, Urban Outfitters, and Zara stores in

July of 2019. Launching the product release during this time will allow back-to-school shoppers

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to consider the JKY line when loading up on new clothes and underwear before heading back to

school in the fall.

During this summer season, Jockey will also be hosting pop-ups at music festivals across

the United States. The product will not be available for purchase when these pop-ups are

occuring. That way, pop-up attendees can offer feedback on the JKY line that Jockey can take

into consideration before the actual launch.

In year two of the rebranded JKY line, Jockey will release new colors and fabrics

seasonally. For the holidays, JKY gift sets will be available in festive patterns and the circular

box will be shaped as a Christmas ornament.

Down the road, JKY sheet sets and lounge pants will be added to the line. The sheets will

be 100% modal and stitched with the same JKY as seen on the underwear. The lounge pants will

also be a 100% modal material and will offer the same patterns for men and women.

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December 2018:
● Jockey reaches out to influencers, Urban Outfitters, and Zara concerning collaboration.
April 2019:
● Jockey posts on Instagram about their excitement for the new JKY line launching online
and in multiple retail stores May of 2019.
● Coachella pop-up: Indio, CA April 19-21
May 2019:
● EDC pop-up: Las Vegas, NV May 17-19
● Governor’s Ball pop-up: New York, NY May 31-June 3
June 2019:
● Bonnaroo pop-up: Manchester, TN June 13-16
July 2019:
● Product launch online and in-store
● Influencers post on social media unboxing JKY products on their Instagram stories. Post
wearing the products on their actual account.
● Cartwheel promotion #1
● Tomorrowland pop-up: Belgium, July 20-29
August 2019:
● Lollapalooza pop-up: Chicago, IL August 1-4
● Cartwheel promotion #2 (back to school)
October 2019:
● Holiday JKY underwear released online and in-store
● Cartwheel promotion #3
January 2020:
● Holiday JKY on-sale
February 2020:

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 ● #IWearItBest campaign launch
● Cartwheel promotion #4
March 2020:
● Lighter spring colors for JKY underwear released
● Scholarship application opens
July 2020:
● Scholarship application closes
● Reviewing scholarship applications
August 2020:
● Selection of scholarship recipients
October 2020:
● JKY 100% modal lounge pants released
May 2023:
● JKY 100% modal sheet sets in Twin, XL Twin, Full, Queen, and King sizes
● Cartwheel promotion #2 again (back to school)

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 References

Cheng, Andria. “The Athleisure Trend Isn't Taking A Rest.” Forbes, Forbes Magazine, 29 May
2018, www.forbes.com/sites/andriacheng/2018/02/09/here-are-some-more-signs-athleisure-
trend-still-has-legs/#7283ca33cb37.

Cooper, B. (2017, Jul 01). Why brands should tap into consumers' beliefs and values - consumer
trends. Just - Drinks Global News Retrieved from
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com.flagship.luc.edu/docview/1914996960?accountid=12163

Dahlby, A. (2018). Packaging designed for millennials. BrandPackaging, 22(1), 12-13.

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Joker, K. (2018). GEN Z IS HERE AND THEY'RE USING CONSUMERISM AS A

CHANNEL FOR CHANGE-IS YOUR BRAND READY? BrandPackaging, 22(5), 4. Retrieved
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Mark Fedyk and Erica Rendall. “LOYOLA UNIVERSITY MARKETING 390 PROJECT –
FALL 2018.” PowerPoint Presentation. Loyola University Water Campus, Chicago, IL. 2
October 2018. Presentation

Roberts, A. (2018). Targeting millennials & gen Z with packaging. PackagePrinting, 65(4), 26-
31. Retrieved from http://flagship.luc.edu/login?url=https://search-proquest-
com.flagship.luc.edu/docview/2061465576?accountid=12163

Singh, Prachi. “Size Does Matter: Plus-Size Fashion Gains Momentum in 2017.” Fashionunited,
Fashionunited, 22 Dec. 2017, fashionunited.uk/news/business/size-does-matter-plus-size-
fashion-gains-momentum-in-2017/2017122227391.

Statista Survey. "Is It Important to You That Companies Do Not Produce a Lot of Packaging
Waste?." Statista - The Statistics Portal, Statista, www.statista.com/statistics/700493/americans-
opinion-on-companies-production-of-packaging-waste-united-states/, Accessed 19 Nov 2018

“Men's and Women's Underwear and Sleepwear - US - February 2018 .” Flagship: Login, Feb.
2018, data-mintel-com.flagship.luc.edu/databook/860253/#Q19a.

“Howard Cooley Is Stitching a Jockey on Women's Apparel.” ProQuest , ProQuest , search-

proquest-

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com.flagship.luc.edu/abiglobal/docview/204273524/BA920240BEBD489FPQ/1?accountid=121
63.

Droga5. “Jockey - ‘General Patton.’” AdForum, luc.adforum.com/creative-

work/ad/player/34501694/general-patton/jockey.

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 Appendix
Key Mintel Graphs

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30
Survey Results:
Q1 - Rank the following lifestyles from most desirable (1) to least desirable (6):

# Field Minimum Maximum Mean Std Deviation Variance Count

1 Luxurious 1.00 6.00 3.58 1.37 1.87 59

2 Minimalist 1.00 6.00 3.39 1.52 2.31 59

3 Healthy 1.00 4.00 1.61 0.84 0.71 59

4 Affluent 1.00 5.00 3.59 1.22 1.50 59

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 5 Physically Active 1.00 5.00 2.95 1.03 1.07 59

6 Other 1.00 6.00 5.88 0.69 0.48 59

# Question 1 2 3 4 5 6 Total

1 Luxurious 11.86% 7 10.17% 6 20.34% 12 25.42% 15 30.51% 18 1.69% 1 59

2 Minimalist 16.95% 10 13.56% 8 20.34% 12 13.56% 8 33.90% 20 1.69% 1 59

3 Healthy 59.32% 35 23.73% 14 13.56% 8 3.39% 2 0.00% 0 0.00% 0 59

4 Affluent 8.47% 5 11.86% 7 16.95% 10 37.29% 22 25.42% 15 0.00% 0 59

5 Physically 1.69% 1 40.68% 24 28.81% 17 18.64% 11 10.17% 6 0.00% 0 59

Active

6 Other 1.69% 1 0.00% 0 0.00% 0 1.69% 1 0.00% 0 96.61% 57 59

Q2 - Would you say you are a busy person?

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 # Field Minimum Maximum Mean Std Variance Count
Deviation

1 Would you say you are a busy 1.00 4.00 1.87 0.77 0.60 62
person?

# Answer % Count

1 I am super busy! 35.48% 22

2 I am typically running around. 43.55% 27

3 Eh, sometimes I am busy but other times I am not. 19.35% 12

4 I live a relaxed life. 1.61% 1

Total 100% 62

Q3 - Do you buy your own underwear?

# Field Minimum Maximum Mean Std Variance Count

Deviation

1 Do you buy your own 1.00 2.00 1.11 0.32 0.10 62

underwear?

33
 # Answer % Count

1 Yes 88.71% 55

2 Sometimes 11.29% 7

3 No 0.00% 0

Total 100% 62

Q4 - How frequently do you purchase new underwear?

# Field Minimum Maximum Mean Std Variance Count

Deviation

1 How frequently do you purchase 1.00 4.00 2.73 0.73 0.53 60

new underwear?

# Answer % Count

1 Monthly 3.33% 2

34
 2 Seasonally 33.33% 20

3 Yearly 50.00% 30

4 Less than once a year 13.33% 8

Total 100% 60

Q5 - Why do you purchase new underwear? Please select all that apply.

# Answer % Count

1 Running low 32.41% 35

2 Didn't want to do laundry 4.63% 5

3 Good sale or price 29.63% 32

4 Treating myself 16.67% 18

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 5 Wanting a sexy new look 12.96% 14

6 Other 3.70% 4

Total 100% 108

Other - Text

falling apart

They get worn out over time

Torn underwear

Keep underwear fresh

Q6 - When buying underwear which of the following is important to you? Please select all
that apply.

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# Answer % Count

1 Relaxed fit 7.82% 19

2 Comfort 22.22% 54

3 Style/Fashion 13.58% 33

4 Durability 9.47% 23

5 Snug Fit 5.35% 13

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 6 Loose Fit 0.41% 1

7 Breathable fabric to control sweat 9.88% 24

8 Quality 16.05% 39

9 Brand 6.58% 16

10 Provides supports and holds everything in place 8.64% 21

Total 100% 243

Q7 - When buying underwear, do you buy in multi-packs (twin-pack, 3-pack, 5-pack)?

# Answer % Count

1 I often buy underwear in packs 36.67% 22

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 2 I don’t usually buy underwear in a pack, but I might if I like them and the price is good 8.33% 5

3 I don’t buy in packs because the underwear I prefer is not available in packs 30.00% 18

4 I sometimes buy in packs 11.67% 7

5 I have never bought underwear in packs and never will 13.33% 8

Total 100% 60

Q8 - Who typically buys underwear for you?

# Field Minimum Maximum Mean Std Variance Count

Deviation

1 Who typically buys underwear 1.00 3.00 2.77 0.59 0.35 60

for you? - Selected Choice

# Answer % Count

1 Parent/Guardian 8.33% 5

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 2 Spouse/Partner/Love Interest 6.67% 4

3 Me, myself, & I 85.00% 51

4 Other (please specify) 0.00% 0

Total 100% 60

Q9 - Which underwear fabrics do you prefer? Please select all that apply.

# Answer % Count

1 100% cotton 30.07% 43

2 Cotton/poly blend 23.78% 34

3 Nylon 6.99% 10

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 4 Silk 10.49% 15

5 Microfiber 6.99% 10

6 Cotton/lycra blend 9.09% 13

7 Lace 12.59% 18

8 Other (please specify) 0.00% 0

Total 100% 143

Q10 - Rank the following underwear colors/styles in order from (1) most likely to purchase
to (5) least likely to purchase:

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# Field Minimum Maximum Mean Std Deviation Variance Count

1 Blacks, grays, whites 1.00 5.00 1.57 1.03 1.06 54

2 Neutrals, skin tones 1.00 6.00 3.15 1.37 1.87 54

3 Solid, bold colors 1.00 5.00 2.33 0.92 0.85 54

4 Polka dots 2.00 6.00 4.63 0.93 0.86 54

5 Stripes 1.00 6.00 3.93 1.21 1.48 54

6 Animal print 1.00 6.00 5.39 1.08 1.16 54

# Question 1 2 3 4 5 6 Total

1 Blacks, 68.52% 37 18.52% 10 1.85% 1 9.26% 5 1.85% 1 0.00% 0 54

grays,
whites

2 Neutrals, 9.26% 5 29.63% 16 24.07% 13 14.81% 8 18.52% 10 3.70% 2 54

skin tones

3 Solid, 16.67% 9 44.44% 24 31.48% 17 3.70% 2 3.70% 2 0.00% 0 54

bold
colors

4 Polka dots 0.00% 0 1.85% 1 7.41% 4 35.19% 19 37.04% 20 18.52% 10 54

5 Stripes 3.70% 2 5.56% 3 29.63% 16 25.93% 14 25.93% 14 9.26% 5 54

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 6 Animal 1.85% 1 0.00% 0 5.56% 3 11.11% 6 12.96% 7 68.52% 37 54
print

Q11 - How do you purchase underwear?

# Field Minimum Maximum Mean Std Variance Count

Deviation

1 How do you purchase 1.00 2.00 1.85 0.36 0.13 59

underwear? - Selected Choice

# Answer % Count

1 Online 15.25% 9

2 In store 84.75% 50

3 I do not purchase underwear 0.00% 0

4 Other (please specify) 0.00% 0

Total 100% 59

Q12 - Do you always purchase the same brand of underwear?

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 # Field Minimum Maximum Mean Std Variance Count
Deviation

1 Do you always purchase the 1.00 2.00 1.58 0.49 0.24 59

same brand of underwear?

# Answer % Count

1 Yes 42.37% 25

2 No 57.63% 34

Total 100% 59

Q13 - What brand of underwear do you always purchase?

What brand of underwear do you always purchase?

Pink

Victoria Secret

Hanes

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Victoria's Secret or Calvin Klein

Victoria’s Secret or Aerie

Hanes

aerie

Aerie

Hanes

Victoria's Secret

Jockey

Aerie

Victoria’s Secret

Victoria Secret

Kirkland

Calvin Klein

VS/Pink, Aerie

Victoria’s Secret

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 IZOD / Sierra Trading Post

Victoria’s Secret

Q14 - Select the underwear brands you would consider purchasing:

# Answer % Count

1 Victoria's Secret 18.18% 26

2 Hanes 16.78% 24

3 Fruit of the Loom 11.89% 17

4 Jockey 9.79% 14

5 Gap 11.19% 16

6 Calvin Klein 21.68% 31

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 7 Other 10.49% 15

Total 100% 143

Other - Text

Kirkland (Costco)

Adidas

Tommy Hilfiger

Aerie

Aerie

Adidas

Aerie, Target

Reebok

Aerie

Goodfellow & Co; Banana Republic

Ferla, Nordstrom

Tommy

Q15 - Select all of the stores at which you have purchased underwear:

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# Answer % Count

1 Target 30.30% 40

2 H&M 7.58% 10

3 Gap 6.82% 9

4 J. Crew 0.76% 1

5 American Eagle 8.33% 11

6 Banana Republic 4.55% 6

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7 Nordstrom 10.61% 14

8 Urban Outfitters 4.55% 6

9 Aerie 14.39% 19

10 Other 12.12% 16

Total 100% 132

Other - Text

amazon

Victoria Secret and Macy's

Kohl’s

Kohl

JcPenney or Khols

Victoria’s secret

Sam's Club

Duluth Trading Company

Walmart

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 Costco

Victoria’s Secret, TJMaxx

Amazon; Marshalls

Victoria’s Secret

Victoria Secret

Q16 - Which of the following do you use daily? Please select all that apply.

# Answer % Count

1 Facebook 21.49% 52

2 Instagram 19.01% 46

50
 3 Snapchat 16.53% 40

4 Twitter 11.57% 28

5 Email 21.07% 51

6 LinkedIn 4.96% 12

7 Amazon 5.37% 13

8 Other 0.00% 0

Total 100% 242

Q17 - Does celebrity endorsement influence your purchasing decisions?

# Field Minimum Maximum Mean Std Variance Count

Deviation

1 Does celebrity endorsement 1.00 3.00 2.22 0.56 0.31 58

influence your purchasing
decisions?

# Answer % Count

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 1 Yes 6.90% 4

2 No 63.79% 37

3 Depends on the celebrity 29.31% 17

Total 100% 58

Q18 - Select the celebrities that would positively impact the way you view a product/brand
they endorsed:

# Answer % Count

1 Zac Efron 17.39% 8

2 Rihanna 19.57% 9

3 Ariana Grande 8.70% 4

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 4 Ryan Reynolds 19.57% 9

5 Solange 8.70% 4

6 Lebron James 4.35% 2

7 Timothée Chalamet 10.87% 5

8 Gigi Hadid 10.87% 5

Total 100% 46

Q19 - Do you recognize this brand?

# Field Minimum Maximum Mean Std Deviation Variance Count

1 Do you recognize this brand? 1.00 3.00 1.16 0.52 0.27 58

# Answer % Count

1 Yes 91.38% 53

2 Maybe 1.72% 1

53
 3 No 6.90% 4

Total 100% 58

Q20 - What attributes do you associate with this brand, if any?

# Answer % Count

1 High Quality 20.45% 18

2 Cute 2.27% 2

3 Hip 6.82% 6

4 Sensible 32.95% 29

5 Bold 5.68% 5

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 6 Fun 6.82% 6

7 Bland 13.64% 12

8 Boring 9.09% 8

9 Other 2.27% 2

Total 100% 88

Other - Text

Masculine

For old people

Q21 - Would you purchase Jockey underwear?

# Field Minimum Maximum Mean Std Variance Count

Deviation

55
1 Would you purchase Jockey 1.00 5.00 2.54 0.88 0.77 54
underwear? - Selected Choice

# Answer % Count

1 Yes!!! 11.11% 6

2 If there was a good sale, I suppose 37.04% 20

3 Probably not... 40.74% 22

4 Definitely not. 9.26% 5

5 Under this condition, yes: 1.85% 1

Total 100% 54

Answer % Count

I found microfiber that doesn't show lines 100.00% 1

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 Total 100% 1

Q22 - What is your age?

# Field Minimum Maximum Mean Std Deviation Variance Count

1 What is your age? 2.00 7.00 2.60 1.29 1.65 58

# Answer % Count

1 Under 18 0.00% 0

2 18 - 24 77.59% 45

3 25 - 34 6.90% 4

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 4 35 - 44 1.72% 1

5 45 - 54 6.90% 4

6 55 - 64 5.17% 3

7 65 - 74 1.72% 1

8 75 - 84 0.00% 0

9 85 or older 0.00% 0

Total 100% 58

Q23 - What level of education have you received?

# Field Minimum Maximum Mean Std Variance Count

Deviation

1 What level of education have 2.00 7.00 4.05 1.18 1.39 58

you received?

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 # Answer % Count

1 Less than high school 0.00% 0

2 High school graduate 5.17% 3

3 Some college 41.38% 24

4 2 year degree 5.17% 3

5 4 year degree 41.38% 24

6 Professional degree 5.17% 3

7 Doctorate 1.72% 1

Total 100% 58

Q24 - What is your marital status?

# Field Minimum Maximum Mean Std Deviation Variance Count

59
 1 What is your marital status? 1.00 5.00 4.51 1.31 1.72 57

# Answer % Count

1 Married 12.28% 7

2 Widowed 0.00% 0

3 Divorced 0.00% 0

4 Separated 0.00% 0

5 Never married 87.72% 50

Total 100% 57

Q25 - How close is the nearest Target store to your home?

# Field Minimum Maximum Mean Std Variance Count

Deviation

60
 1 How close is the nearest Target 1.00 5.00 1.90 0.66 0.44 58
store to your home?

# Answer % Count

1 Within 1 mile 22.41% 13

2 Within 5 miles 68.97% 40

3 Within 10 miles 6.90% 4

4 Over 10 miles 0.00% 0

5 What's Target? 1.72% 1

Total 100% 58

Q26 - What is your gender?

# Field Minimum Maximum Mean Std Deviation Variance Count

1 What is your gender? 1.00 2.00 1.54 0.50 0.25 57

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 # Answer % Count

1 Male 45.61% 26

2 Female 54.39% 31

3 Nonbinary 0.00% 0

Total 100% 57

Production Method Map

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Distribution (Place) Strategy

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