In 1962, Jockey got kicked out of India due to regulations
Its competitors took advantage of that to aggressively capture the innerwear market
30 yrs later, Jockey came back & dusted them all to the ground
THREAD: How they made Indian innerwear market about JOCKEY OR NOTHINGđ§ľ
Its competitors took advantage of that to aggressively capture the innerwear market
30 yrs later, Jockey came back & dusted them all to the ground
THREAD: How they made Indian innerwear market about JOCKEY OR NOTHINGđ§ľ
First time around, we can say that they got unlucky because of regulations.
But when they returned in 1995, all those regulations were removed, so it must have been easy, right?
Wrong!
In these 30 years, everything about India had changed.
But when they returned in 1995, all those regulations were removed, so it must have been easy, right?
Wrong!
In these 30 years, everything about India had changed.
Brands like Lovable, VIP, Rupa, Lux Cozi, Dollar had taken over the market and left no gap at all.
Mid-premium segment, womenâs lingerie, and kids wear were also completely covered.
Mid-premium segment, womenâs lingerie, and kids wear were also completely covered.
Jockey was trying to find a hole in the underwear market but couldnât find any.
But they did understand that the fabric of Indian society was changing too.
It had become more aspirational.
But they did understand that the fabric of Indian society was changing too.
It had become more aspirational.
And with increased exposure to global shows and products, the tastes were changing too.
Before Page Industries brought back Jockey to India, no innerwear brand had tried to create an extraordinary aura around themselves.
Before Page Industries brought back Jockey to India, no innerwear brand had tried to create an extraordinary aura around themselves.
They did bring Bollywood actors as brand ambassadors & had catchy lines in ads, but never ever tried to make it more than a meagre undergarment brand.
While other brands roped in Bollywood celebrities & were winning because of that, Jockey strategically got in Caucasian models.
While other brands roped in Bollywood celebrities & were winning because of that, Jockey strategically got in Caucasian models.
Indian people at that time aspired to be like the West, and Jockey rode that wave.
Page Industries understood that for the longest time underwear was a push business in India, not a pull.
Nobody wakes up excited about the underwear they are going to wear.
Page Industries understood that for the longest time underwear was a push business in India, not a pull.
Nobody wakes up excited about the underwear they are going to wear.
Page thought that if they could position Jockey right, maybe that will change this.
In status driven societies, itâs easy to build an aspirational brand because of the signalling power it has, but what about undergarments?
They are hidden! Why do they have aspirational value?
In status driven societies, itâs easy to build an aspirational brand because of the signalling power it has, but what about undergarments?
They are hidden! Why do they have aspirational value?
Premium & aspirational brands donât just exist for signalling.
As much as status is an extrinsic drive, it is also highly intrinsic.
People buy such aspirational brands to attach their self-identity with a higher status.
Not to show their worth to others, but to themselves.
As much as status is an extrinsic drive, it is also highly intrinsic.
People buy such aspirational brands to attach their self-identity with a higher status.
Not to show their worth to others, but to themselves.
Now, whichever company that builds in this space needs to work on 3 principles:
1ď¸âŁ Never compromise with quality.
Give the best quality cloth that feels good on all kinds of skins.
This might look simple, but itâs the hardest to execute.
1ď¸âŁ Never compromise with quality.
Give the best quality cloth that feels good on all kinds of skins.
This might look simple, but itâs the hardest to execute.
2ď¸âŁ Never compromise with comfort.
Give comfort at a level that fulfils every part of the experience.
3ď¸âŁ Build a brand that reflects the previous two fundamental principles.
Undergarment is a great segment if you get these 3 things right.
Give comfort at a level that fulfils every part of the experience.
3ď¸âŁ Build a brand that reflects the previous two fundamental principles.
Undergarment is a great segment if you get these 3 things right.
Thatâs because â
To fullfil comfort-driven intrinsic needs, humans generally prefer to stick with what they are comfortable with.
And this is exactly why Jockeyâs ads are very different.
To fullfil comfort-driven intrinsic needs, humans generally prefer to stick with what they are comfortable with.
And this is exactly why Jockeyâs ads are very different.
If youâve noticed, the âIâm feeling goooodâŚJockey or Nothingâ or the âJockey knows meâ campaigns tell a story about âcomfortâ rather than âmachonessâ or âseductionâ.
This is why Jockey has completely refrained from having celebrities over for endorsements.
When you get a celebrity, you basically rent their brand equity to tell a story about your brand.
When you get a celebrity, you basically rent their brand equity to tell a story about your brand.
Jockey's brand equity is so strongly held about comfort, that hiring some Bollywood actor is just a waste of funds.
Moreover, it also clashes with their whole concept about keeping it a âwestern aspirationalâ brand.
Moreover, it also clashes with their whole concept about keeping it a âwestern aspirationalâ brand.
As the disposable income rises in India, Indians will keep switching from the unorganised underwear market & gravitate towards the organised one.
Simply because comfort takes the driving seat in decision-making.
Jockeyâs comfort + aspiration play will help it retain the throne.
Simply because comfort takes the driving seat in decision-making.
Jockeyâs comfort + aspiration play will help it retain the throne.
One really good aspect about products in the premium aspirational segment is that they just need to constantly refresh their brand and keep its premium-ness relevant.
But they never have to work too much on selling.
But they never have to work too much on selling.
In fact, most shopkeepers love to have Jockey in their stores â simply because they donât have to hustle to sell it.
Even though the margin is much less than other brands,
the pull of Jockey is such that the whole Jockey stock sells out much faster than any others.
Even though the margin is much less than other brands,
the pull of Jockey is such that the whole Jockey stock sells out much faster than any others.
Recently, Jockey understood that the demand for their quality fabric extended much beyond undergarments.
When customers walk in for comfortable undergarments, they can easily be sold lounge-wear/sports-wear shirts, boxers, sweatshirts, etc.
When customers walk in for comfortable undergarments, they can easily be sold lounge-wear/sports-wear shirts, boxers, sweatshirts, etc.
Customers tend to buy this upsell because they trust Jockeyâs cloth quality.
Athleisure has become a great way to increase their average order value.
When brands launch a radically different category from their core, they end up diluting the brand with a confused brand recall.
Athleisure has become a great way to increase their average order value.
When brands launch a radically different category from their core, they end up diluting the brand with a confused brand recall.
But this did not happen in the case of Jockey simply because it was just an extension of what they already do
â COMFORT WEAR.
All these strategies helped Jockey get in your pants (pun-intendedđ)
â COMFORT WEAR.
All these strategies helped Jockey get in your pants (pun-intendedđ)
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