Underwear brand Jockey has poached Ellesse marketer Ruth Stevens to be its top UK marketer.
Stevens, a marketing manager at Ellesse UK for four years, will report to Jockey sales and marketing director Gavin Sinclair. Sinclair was recruited last year, also from Ellesse UK, where the pair worked together (MW November 13).
At Jockey, Stevens will be marketing manager with responsibility for developing all marketing for the brand in the UK. Sinclair is concentrating on restructuring the company in the UK, with a focus on sales. Stephens replaces UK brand manager Kirsteen White.
Jockey says it will focus on the packaging of its products and on in-store presentation, as well as launching a public relations push. What little advertising Jockey uses is sourced from outside the UK, but the company will not rule out using a dedicated UK advertising agency.
Jockey is trying to diversify away from its core older male market by making its products appeal to younger, more fashion-conscious men as well as by targeting women. This follows success in selling women’s knickers under the Jockey brand in the US (MW November 20, 2003).