Former Interscope Exec Leverages Her Branding Experience For New Lingerie Line
Lounge and sleepwear account for about 25 percent of the $29 billion global market in lingerie. With her Just My Jammies line former Interscope Music marketing executive Tiffany Shanelle Johnson enters the market at an auspicious moment. As recording artists wrap their music in super sexy images and videos, and stars tweet ultra-revealing selfies, more and more consumers are seeking a balance between provocative pieces that make them feel attractive, and clothing they can feel completely comfortable in. Retailers and designer brands are paying attention with brands like Gucci, Givenchy, and H&M presenting chic takes on sweats and tracksuits, while lingerie giants are incorporating more relaxed styles to their collections.
Using her experience marketing artists like Keri Hilson and Mindless Behavior, and working with Jimmy Iovine as he built the $3 billion Beats by Dre brand, Johnson hopes to place her effortlessly sexy teddies, jumpsuits, and tee shirts within a lifestyle women can aspire to. With images of celebrities like Meagan Good sprinkled through her site, and brand photography featuring models chilling against a view of the Hollywood Hills, Johnson presents an intersection of luxury and relaxation. What the celebrities she markets slip into after shedding the heavy makeup and Spanx.
We asked Johnson how she applied her background in music to the very different world of intimate apparel.
MadameNoire: Coming up in the music business for the last decade-plus, you’ve not only survived the massive change the industry went through, but been a success. What propelled you to set off on your own to start Just My Jammies in 2014?
Tiffany Shanelle Johnson: I love music. l will always love music, and am still very much involved. As a marketing director, I design marketing plans, coordinate photo and video shoots, ad campaigns, cross-promotions, and work with the various label departments like publicity and radio to make sure the artists I handle receive the attention they deserve. What I realized is that I don’t just market artists, I help create brands, and that my skills could easily be applied to other industries.
As a modern day woman, the first thing I love to do when I get home from a long day is slip into something comfortable… and whether I’m alone or with my boyfriend, I still want to be cute! I couldn’t believe how difficult it was to find the perfect combo of comfy and sexy loungewear… So I said, “Hey, why not give this a shot.” I think there are a lot of women that can relate.
MN: Most female recording artists at the top of their game push a hyper-sexy image to the masses via explicit lyrics, social media, videos, and photography. Why is it important to you convey an “effortlessly sexy” message and aesthetic with Just My Jammies?
TJ: It is very true that a lot of these artists are pushing hyper-sexual images, but I think it’s just that—an “image.” I believe that they too want to come home and take off the makeup and Spanx, and put on something comfortable. And personally, I think the sexiest girls are the ones who do it effortlessly.
Wearing a tight dress and 6-inch heels doesn’t necessarily make you sexy. I love seeing a chick in jeans, a tee, and minimal makeup. It’s her state of mind, her confidence; the fact that SHE feels sexy, and is comfortable in her skin. Plus, the lingerie market is already saturated with super sexy brands, I needed to do something different in order to succeed.