"Jockey International, Inc., and Gerber Childrenswear, Inc., a division of Kellwood Company, have entered into a licensing agreement. Effective immediately, Gerber Childrenswear, Inc. will begin the design, production and distribution of Jockey-branded underwear, sleepwear and thermalwear for infant, toddler and children's apparel."
OK, what is wrong with this picture?
Maybe I am wrong, but I thought Jockey was an international leader in the underwear market. As a leader, they should have strenght in men's, women's and children's underwear. This would include design, manufacturing etc. Why would an international leader turn over a segment of their business to another leading apparel company. For that matter, why would a company that competes in the children's underwear market turn over responsibility to another company that competes in the same children's underwear market. Does this confirm that Kellwood's Gerber Childrenswear division has beaten Jockey in the market??? Possibly Jockey has determined that Gerber does a better job at designing, manufacturing, and selling children's clothing.
Just for the record, I think that Jockey's decision was a good one. Jockey has an excellent brand with wonderful brand recognition. It is silly to compete on "manufacturing". Now they can focuse on brand development, brand licensing, and making money from the brand... Good move Jockey.
By the way, I wonder if this is a step in the direction of future joint ventures between these two companies. Kellwood is a public company and Jockey is currently a private one...
You can read the full article at Jockey and Kellwood Company Announce Licensing Agreement
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