Page Industries maintains advertisement spend in proportion to revenues
02 August 2022, Mumbai:
The exclusive licensee of American brand Jockey, Page Industries has maintained its advertisement spending to 4-5 percent of its revenue.
The company has launched a new campaign for its men’s premium inner-wear collection.
In terms of the media mix, Jockey has been a significant spender across media.
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Over the last few years, it is trying to build awareness for specific product offerings and, has increased investments in social digital marketing.
Karthik Yathindra, Chief Marketing Officer, Jockey India says, the brand’s athleisure business picked up during the COVID period as consumers shifted from casual and formal wear to athleisure.
The company also witnessed a healthy demand across innerwear for men and women, he adds. Overall, the organization clocked a 37-38 percent jump in revenue in the last financial year.
Jockey India works through distributors and multi-brand outlets and has over 100,000 touch points. The brand has 1,200 exclusive stores and opens around 150-200 brand stores every year. This year, it plans to close,300-1,350 exclusive brand stores by the end of the year.
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