Jockey bolsters global status

NATIONAL: Underwear brand Jockey has released details of a new global design initiative which will see it roll out concession stores across major Australian department stores. The Pacific Brands-licensed label, which this year celebrates its 132nd birthday, will work collaboratively with Myer and David Jones to roll out the new retail image into their stores from September.

The new look will bring Australian stockists in line with Jockey concession stores across Asia, Europe and South America.

The news coincides with the announcement that Pacific Brands has extended its licensing agreement with Jockey International until 2018.

Jockey international division president Tim Wheeler, who arrives in Australia next week to sign the deal, said the change would meet the challenge of marketing the brand in globally by creating a consistent image for its stockists.

"We wanted to create a global, fresh and consistent shopping experience across all 120 markets and all types of Jockey retail locations. It was critical that we create a strong brand identity through optimum brand presentation at point of sale in all Jockey retail environments," Wheeler said.

Jockey is currently sold across 120 countries including Australia, New Zealand, Vietnam, Germany, Lithuania, Spain, China and India.