Jeep Drives Into Men's Apparel, via Toledo

Brandweek, July 24, 2000 by Sandra Dolbow

Jeep, that icon of American ruggedness and individuality, is trying on men's sportswear this fall via a licensing agreement with Old Toledo Brands, New York.

Young men, or those with young attitudes, who enjoy active, outdoor lifestyles are the target for Jeep's new cotton sport shirts, T-shirts, shorts, cargo pants, jeans, vests, outerwear and hats. The clothing reflects the core values of the brand: individuality durability ruggedness and reliability. The Rays Group, New York, manufactures the line, to be sold at department, specialty outdoor, sporting goods stores and online at jeep.com.

Apparel packaging, from woven labels, hang tags and boxes, to POP guidelines is via Alternatives, a New York fashion branding and design firm.

Marketing will be primarily "experiential" with a grass roots approach, rather than conventional tactics. "We have to be very careful," said Deb Joester, president of Joester Loria Group, New York, Jeep's licensing agent, who negotiated the deal. "Jeep is a brand with a lot of muscle, and we don't want people to feel strong-armed into buying it. Consumers are cynical about some brands that over-advertise."

DaimlerChrysler, which owns the Jeep trademark, spends about $500 million annually promoting the brand via FCB Worldwide. Jeep products, which include licensed eyewear, electronics, luggage, bikes and kids riding toys, already ring up $350 million in annual sales.

A kids line, licensed to Anywhere Apparel, is also due in fall.

Promo activities, such as Camp Jeep, Jeep 101 and Jeep Jamborees attended by Jeep owners and guests, will be fertile ground for apparel and licensed merchandise plays. In-store visuals depicting these events and tie-ins with retailers such as the 30-store Gander Mountain chain, based in Bloomington, Minn., will provide additional support.

"The ultimate goal is to create a Jeep environment in the store," said Marc Kaufman, president of Old Toledo Brands.