Home / Knowledge / News / Apparel/Garments / Goodby for Dickies image
Goodby for Dickies image
09
Oct '09
Dickies, the innovative work and lifestyle apparel brand, announced legendary firm Goodby, Silverstein & Partners (GS&P) as its first ever full-service advertising agency of record. The agency will work collaboratively with Dickies to develop distinctive, lasting marketing campaigns beginning in 2010. The announcement is a hallmark in the brand's 87-year history, marking the first time the company will utilize an agency to provide expert creative guidance. GS&P will also provide strategic media planning, production, digital marketing, e-commerce and account management support.

After an extensive ten-month search process, GS&P was selected from more than 50 leading agencies because of their keen grasp of the Dickies brand and the importance of its esteemed heritage. The award-winning agency, known for such classic works as the “Got Milk?” and Budweiser Frogs campaigns, previously developed work for Nike and also represents Hewlett-Packard, Frito-Lay, Sprint, Nintendo Wii, Häagen-Dazs, Quaker, and the NBA, among other renowned brands. Initial Dickies brand work from GS&P is expected to run in the second half of 2010. Omnicom sister agency BBDO will support the brand's international advertising efforts.

“Dickies is a proud, independent brand and we need the perfect partner to help market our image to consumers in a way that doesn't alienate our loyal brand fans,” said Tad Uchtman, senior vice president of marketing, merchandising and licensing for Dickies. “We're very pleased to have GS&P join our stable of marketing partners and look forward to seeing the dynamic creative concepts and strategic media plans they develop for us.”

Dickies has conducted thorough consumer research over the past several years in order to better understand the brand's reach across the apparel and accessories industry. Findings have demonstrated that the Dickies brand is sought out by a broad spectrum of consumers because of the durability, quality, value and innovation inherent in each piece of Dickies apparel.

The breadth of product offerings plus the company's no-nonsense, unpretentious image appeals to customers from the typical American working hero to cubicle workers and fashion trendsetters. As a result, demand for Dickies crosses generational and socio-economic boundaries, whether found in the closet of a musician, construction worker, nurse, college student or weekend warrior, to name a few.

Historically, Dickies has managed creative advertising in-house, developing memorable and targeted efforts like the long-running “Legend In Work” and current “Wear With Purpose” brand campaigns. The announcement allows Dickies' in-house creative art department to focus more strategically on the company's retail marketing goals for the future.

Dickies chose to align with one of the strongest, industry-leading advertising agencies in order to best communicate their unparalleled position within the marketplace as the brand expands globally to reach a broadening consumer base ranging from work to after work apparel customers.


Must ReadView All

Serbian economy minister Goran Knezevic (left) and Taypa president Mesut Toprak after signing the MoU. Courtesy: Serbian Government/SeeNews

Textiles | On 20th Oct 2017

Turkish group Taypa to build textile factory in Serbia

Turkish textile group Taypa will invest euro 35 million ($41.2...

China’s textile & apparel exports rise 4.3% in Sept ’17

Textiles | On 20th Oct 2017

China’s textile & apparel exports rise 4.3% in Sept ’17

Registering an increase of 4.3 per cent year-on-year, the exports of...

Courtesy: Messe Frankfurt

Textiles | On 20th Oct 2017

Heimtextil to focus on textile solutions for architects

Heimtextil 2018, world's leading trade fair for home and contract...

Interviews View All

Top executives
Textile industry

The foremost issue is bridging the skill gap

Dinaz Madhukar
DLF Emporio and DLF Promenade

‘Each event and promotion is planned out keeping in mind the business of...

Manuj Terapanthi
Texaura

Transparent supply chain and fair trade will boost sustainable market

Rikesh Mistry

Jupiter Comtex Pvt Ltd, established in 1973, started its textile machinery ...

Abhishek Pachauri

Reckon Industries adapts latest systems for manufacturing from designing...

Harsh Shah

Established in 1956 with a small beginning, Embee today manufactures a...

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Sanjukta Dutta
Sanjukta's Studio

<b>Sanjukta Dutta</b> creates unique garments by clubbing prints of...

Akta Adani
India Boulevard

India Boulevard is a San Francisco-based curated fashion marketplace that...

Nisha Chanda
Whistling Woods International School of Fashion

<div>A lack of upgraded courses in costume designing and fashion as per...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

October 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
77.9%
No
13.2%
Skip
8.8%

Total Votes: 68

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
61.8%
No
27.9%
Skip
10.3%

Total Votes: 68

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
85.3%
No
10.3%
Skip
4.4%

Total Votes: 68

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
75.0%
No
11.8%
Skip
13.2%

Total Votes: 68


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search