Mitch Dowd takes aim at The Body

Intimate apparel brand JAG Underwear is set to target competitor Elle Macpherson on her home turf.
The brand, best known for its denimwear range, began by launching a new line of women's sleepwear into the Australian marketplace late last year. It has now set its sights on reinvigorating its self-titled lingerie line.
After Mitch Dowd - which also designs and manufactures ranges for Ian Thorpe - has held the licence for JAG men's underwear for several years and has been successfully producing women's sleepwear for 10 years under its own name. However, Mitch Dowd marketing manager Jane McCarrison said the opportunity to add sleepwear to the other JAG lingerie ranges was too great to pass up.
"When the licence for JAG women's lingerie came up for renewal, we knew adding sleepwear to this licence would be a great opportunity and a good fit for both of our businesses. Sleepwear is no longer just for the older consumer and the potential for a fashionable range sleepwear brand was obvious."
McCarrison said the lingerie line, which was held by Jockey 18 months ago, would see a new focus on denim culture and the heritage of the brand.
JAG product manager Lucie Dawson said both ranges would be positioned at the "upper-end" of the market and squarely aimed at consumers favoured by MacPherson, Country Road and Peter Alexander.
The marketing program behind the label would see both ranges included in JAG's spring/summer photo shoot and integrated marketing campaign across print media and outdoor formats as well as on the brand's website, Dawson said.
Targeted at women who "embrace individuality", the sleepwear range, includes singlets, windcheaters, V-neck sleep T-shirts, sleep shorts and sleep pants, and is priced from $24.95. The lingerie line, which includes cotton elastane ranges, mesh ranges and microfibre ranges is priced from $9.95.