In order to make retail partners and clients aware of its range of outwear, menswear brand Jockey India, participated in the recent GMWA Fair for the first time. “Platforms like these help us meet not only retailers and distributors but also end-consumers,” explained Ritesh Kumar, Sr RSM. The brand, which recently launched New York designer innerwear range for men, is also focusing on kidswear and planning to launch more products in the segment in future.
Catering to all segments
The brand also offers women’s innerwear and launched the Ms Jockey range of women’s innerwear quite recently. “This is for young girls in the age group 13 to 19 years. We offer all types of innerwear: padded, non-padded, sports bras, etc. Nothing is more important to us than our consumers which reflect in the Indian sensibilities that our range reflects,” notes Kumar.
In outwear, the brand offers shorts, T-shirts, jackets, gymwear, hoodies etc, for both men and women. “We offer pajamas, nightwear, shorts, tees, sleep wear, normal wear, etc. Nightwear is a big category for us as is kids wear. Our innerwear range has a great recall value. However, people are not much aware of our outerwear which is also quite large,” adds Kumar.
Capturing the innerwear market in India
Jockey India caters to a large section of customers in the innerwear category. The brand offers something for everyone irrespective of their class and gender. “We offer both a youth centric and a fashion range. Besides, we treat our premium customers with an international range,” adds Kumar.
As far as target audience is concerned, Jockey India aims to capture the entire Indian market, especially in the innerwear segment. “All classes, be it the middle, upper middle or the premium class, will contribute to the growth of our business in future,” adds Kumar. Jockey India also sells more socks than the top three sports brands combined together.”
Kumar points out, the current market is challenging as a lot of new brands are entering in. However, it does not matter much to Jockey because they offer complete value for money to consumers. “The market has had its ups and downs, but unlike other brands, we did not have to struggle to establish ourselves. In future too, we plan to grow steadily and consistently.”