Jockey or nothing
Jockey is a world-renowned brand with a reputation for manufacturing and distributing innerwear, sleepwear, and sportswear for men, women, and children. Established in the year 1876, Jockey is considered to be one among the go-to labels for undergarments across the globe especially in India. In this article, we look at the process for starting a Jockey franchise in India.
- A sum of Rs. 50,00,000 has to be invested by the franchisee to start up the business.
- A franchise is required to get a monthly turnover of Rs. 10,00,000 (approx.) – Rs. 120 Lakhs per annum.
- An area requirement of 1344 square feet for EBO with 48 ft frontage; 28 ft depth and 11 ft height is required.
Contact No. : 080 – 49464600 / 080 – 49464646.
For further information, visit the official website.
To attain a global success, Jockey had undergone many developments and updates over the course of time to offer the best to its customer. Given below is a brief history of the brand and the products it features.
The 1800’s: Satisfying the human need for comfort
Samuel Thrall Cooper founded S.T. Cooper and Sons, the predecessor of Jockey International Inc. in the year 1876. Cooper began this venture as a hosiery business in St. Joseph Michigan to help lumberjacks who were uncomfortable and suffering by wearing socks that were of low quality during their work. By the year 1878, the company had succeeded in reaching a milestone of manufacturing more than 2,500 pairs of stockings each day. After his demise, the company was run by his sons, Charles, Henry and Willis. In 1897, Black Cat, a hosiery brand for men, women, and children was prominent. Towards the end of 1898, the brothers redesigned men’s innerwear that led the company in an ambitious new direction.
The 1900’s: Cooper Underwear Company
In the 1900s, the company formed itself as Cooper Underwear Company and began production. The Cooper mill that produced White Cat union suits ; the in the year 1902. This place remains as a longtime headquarters of Jockey International, Inc.
The 1910’s: Man on the Bag
In 1912, the Cooper Company branded under the name of Kenosha Klosed Krotch, was elevated as the leading label in the innerwear market. With its widespread reputation, the brand’s sale was running at a faster pace than its manufacturing process. Cooper hired Joseph C. Leyendecker, to create an image for the company. The illustrator of the Saturday Evening Post came up with a ‘Man on the Bag’ image as the company’s brand identity, which later said to be a classic advertising image in America.
The 1920’s: Renamed as Cooper’s Inc.
In 1929, Cooper Underwear hired Arthur Kneibler as the head of its sales and marketing team. The company also went on to change its name to Cooper’s Inc and came up with a new product called the Singleton. This suit was designed to be short by the legs and paired with a sleeveless top, and was sold with a cellophane packaging. Cooper Inc. was the first of its kind in the innerwear trade to design unique clothing specifically for men.
The 1930’s: Jockey Brief
In 1934, the franchise manufactured the first ever Jockey brief, that was inspired by a man in a bikini style swimsuit. A year after that, in 1935, Cooper started selling Jockey Shorts on a larger scale. On its introduction, Chicago’s famous Marshall Field and the Company sold 600 packages by the noon of the very same day and more than 12,000 in the following weeks. Thus, Jockey Short became a big success.
The 1940’s: Jockey Boy
To create a better symbol for the brand, Cooper along with the renowned sculptor and painter Frank Hoffman, produced the Jockey Boy. This became one of the most endorsing elements of the brand.
The 1970’s: Jockey International Inc.
In the year 1971, Coopers Inc. changed its name to Jockey Menswear, Inc. and the following year; the brand was renamed yet again to Jockey International, Inc. The brand that continued to satisfy its customers with various forms of innerwear had become one of the most favored innerwear brands.
The 1980’s: Jockey for Her
In 1988, Steigerwaldt introduced ‘Jockey for Her’, which became a massive success in the innerwear industry.
The 1990’s: Jockey.com
After reaching out to the public with the help of various advertisement campaigns, in 1999, the brand launched its very own official website; Jockey.com.
The 2000’s: Various revolutions
The brand came up with several revolutionary ideas such as the ‘no panty line promise’, which led to the ‘3D innovations’ line of products. By the year 2005, the brand introduced the Jockey Swirl icon followed by the revolutionary idea of ‘Jockey being Family’.