Jockey aficionados have a new way to get their favorite skivvies: The iconic underwear brand has launched its first apparel catalog.
The catalog dropped May 5 and went to 500,000 households. Roughly 80% of the slim-jim-size books mailed to house file names, and the rest to prospects. The 44-page catalog sells Jockey-branded merchandise, integrating the latest offerings from the Kenosha, WI-based manufacturer across all categories, including, underwear, bras, and activewear.
“We have been trying many direct marketing formats over the past few years, and we feel that the catalog–due to its rich content–allows us to share our brand and products in compelling ways,” says Chris Smith, Jockey’s vice president, e-commerce and catalog. The book also includes consumer reviews of many of the products.
Though Jockey is known for its underwear, Smith hopes the catalog will help promote it as a lifestyle brand. “There are a few lifestyle brands that also have underwear,” Smith said. “We are starting with underwear and adding active lifestyle product.”
The catalog, which was printed on recycled paper, is also available at the Jockey.com Website. Smith says Jockey plans to get a catalog on a two-to-three month cycle, and hopes to have its next one in the mail in July.