Business rivalry is good, when the customer gets all the benefit. The competition between two business group may get the customer with either best of the product or a better price. This is what happened when XYXX launched their when Mens innerwear apparels and giving a stiff competition to market giant Jockey.
Jockey ruled the innerwear space around the world since decades. Infact they have a kind of monopoly for providing the best of the innerwear product. People always prefer wearing quality innerwear. The best innerwear provides the necessary support to our body, preventing discomfort and allowing for easy movement. Comfortable innerwear ensures you can go about your daily activities without constantly adjusting or being bothered by your underwear. Wearing comfortable innerwear is beneficial for several reasons, primarily related to physical comfort, hygiene, and overall well-being. This is where Jockey ruled the innerwear space. Finding a loopholes in their product is challenging. This is when XYXX sneaked in by providing more durable products.
The brand founder is an Indian who identified a gap in the Indian men's innerwear market for premium, stylish, and comfortable option. XYXX has gained significant traction in the men's innerwear market recently by focusing on fabric innovation, omnichannel distribution, and unique marketing strategies. They disrupted the traditional innerwear category by emphasizing comfort, style, and a more aspirational brand image, successfully challenging established brands like Jockey. I read many of the business stories but never tried this brand. With many doubts in mind for replacing the trusting Jockey, I ordered this new brand for a new experience.
They built a strong online presence through their website and marketplaces like Amazon and Flipkart. After initial doubts, I ordered a pack of 2 from Amazon, and it was delivered today. The main focus of the founder is the durability factor, as jockey provides a good product, but it lacks the durability. As most of the material start deteriorating very sooner. XYXX prioritized premium fabrics like MicroModal, known for its softness and breathability, setting them apart from the standard cotton offerings prevalent in the market. I received my product in a zip-lock plastic packaging with some advertising cards. No paper packaging.
The brand focused on understanding consumer needs and preferences, incorporating features like odor cancellation, moisture-wicking, and quick-drying capabilities, which gained positive word-of-mouth and strong sales. The product does gives a nice comfort feeling. However it will be interesting to see how long they sustain the Indian weather. So far, XYXX effectively carved out a significant share of the men's innerwear market, positioning itself as a strong competitor to established brands like Jockey. It is not alwsys easy to change your favourite brands, but exploring the various alternative is pretty good way to know the market. I hope I would get a expected result with this brand too.
In good faith - Peace!!
