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Case Study of Jockey Introduction Jockey, founded in 1876 by Samuel T. Cooper, started as a small hosiery business in the U.S. Over the years, it revolutionized innerwear with innovation, smart branding, and premium quality, making it a global leader in the underwear and loungewear segment. 1. The Game-Changing Innovation In 1934, Jockey introduced the world’s first men’s briefs, replacing traditional long underwear with a more comfortable and supportive design. This innovation: -Sold 30,000 pairs in three months, proving instant demand. -Positioned Jockey as a pioneer in functional innerwear. 2. The Power of Branding Jockey transformed **innerwear from a necessity into a lifestyle choice by: Celebrity endorsements, associating the brand with confidence and style. Iconic advertising, including campaigns like “Jockey or Nothing.” -Exclusive retail stores, reinforcing a premium image. This branding strategy helped Jockey dominate the premium innerwear segment globally. 3. Expansion into India: A Smart Market Move Jockey entered India in 1995 through a licensing agreement with Page Industries, adopting a unique strategy: Premium pricing to stand out from local competitors. Focus on organized retail, expanding in malls & branded stores. Product adaptation for India’s climate, including moisture-wicking fabrics. Today, Jockey is the leading premium innerwear brand in India. 4. Embracing Digital & Sustainability Jockey stayed ahead by adapting to modern trends: -Strong e-commerce presence (Amazon, Flipkart, Myntra, and its own website). -Sustainable fabrics & ethical manufacturing, catering to conscious consumers. 5. Competition & Staying on Top Despite competition from Calvin Klein, Hanes, and emerging D2C brands, Jockey leads by: -Consistent product innovation (seamless designs, better fabric technology). -Expanding retail & online reach for maximum accessibility. -Building a loyal customer base through trust and quality. From Only Buziness Follow for more