Home / Knowledge / News / Apparel/Garments / Dockers returning to its roots with Khaki campaign
Dockers returning to its roots with Khaki campaign
08
Dec '09
Everyone loves a comeback story. In a move designed to re-energize a men's wardrobe staple that lost some luster in recent years, Dockers, the brand that has defined khaki pants for more than 20 years, is returning to its manly roots with a modern approach to all things khaki and an irreverent “Wear the Pants” global ad campaign.

Dockers new global approach is focused on creating an updated and decidedly masculine collection of khakis. The new line is straightforward and streamlined, aimed at emancipating men from the “Dilbert-hood” of cubicle khaki. As the category leader, Dockers is committed to making the khaki an essential and much-loved item in the modern man's wardrobe. By providing the consumer with a range of choices in fit, color and style, Dockers provides stylish options for work, going out or hanging out. In a world where denim dominates men's wardrobes, khaki offers a fresh and distinctly grown up alternative.

“The category is in decline for a reason. Khaki brands have been stuck in the 20th century with little in the way of new product news for the last 10 to 15 years. We are going to change that,” said Jim Calhoun, President, Dockers brand. “Our goal is to make men love their khakis again. Khakis are what Dockers does best, and with the introduction of new fits, styles and finishes, we believe we will appeal to the modern man.”

The brand's new “Wear the Pants” global ad campaign celebrates the reemergence of the khaki as the go-to versatile pant in a man's wardrobe. The tongue in cheek campaign encourages men to, once again, Wear the Pants. “The intent of the campaign is to put forth a new definition of masculinity, one that embraces strength and sensitivity and appeals to men who can change a tire AND a diaper,” said Jennifer Sey, Global VP of Marketing. “We're not trying to shame men. We want to make them laugh at themselves and at the state of manhood. And, at the same time, encourage them to dress up, man-up and embody today's new definition of masculinity.”

The campaign gives the brand a clever and witty voice, providing men with reassurance and a bit of inspiration with bold encouragements including KHAKI DIEM, MANSFORMATION, and MANTHROPOMORPHISM.

The campaign will be fully integrated, with print, billboard, radio, social media, events and digital ads rolling out in December 2009, and the television spot will debut during Super Bowl XLIV on February 7, 2010 – the first time Dockers has featured an ad on this broadcast since 2002. The Wear the Pants™ campaign, created by DraftFCB in San Francisco, will run in over 40 countries around the world where the Dockers brand is sold.

Dockers' new line of casual soft khakis, available in nine colors, are now available at chain and department stores. The brand will also begin to roll out a range of even more stylish options including thinner-weight cottons, patterned pants, cutoff shorts and streamlined cargo pants in the coming months. The K-1, an archival reproduction of a 1940s officer pant inspired by the company's heritage, will take the brand's offerings into a new and more upscale environment such as boutique and specialty stores in the spring. The K1 already has a dedicated following in Europe since being presented in influential stores including Collette in Paris and Nitty Gritty in Stockholm.

Dockers will continue to offer its khakis range for women, along with women's and men's tops and other essentials that complement khakis.

Dockers Brand


Must ReadView All

Chinese firm sets up textile-garment chain in Vietnam

Apparel/Garments | On 13th Dec 2017

Chinese firm sets up textile-garment chain in Vietnam

Worldon Vietnam Co. Ltd under the Chinese Shenzhou Group is likely to ...

Courtesy: SATO Global Solutions

Information Technology | On 13th Dec 2017

Sensor networks improve inventory management

Sensor networks like radio frequency identification (RFID) and smart...

CMAI hails review of FTP as 'progressive package'

Apparel/Garments | On 13th Dec 2017

CMAI hails review of FTP as 'progressive package'

The Clothing Manufacturers' Association of India (CMAI) has hailed...

Interviews View All

Vasanth Kumar
Max Fashion India

‘Traditional high-street retailers are now willing to offer franchisees to ...

C. Dhandayuthapani
Mag Solvics Pvt. Ltd

ITME 2016 exploited our full strength like never before

Asim Dalal
Indo Count Retail Ventures

Today, there is no other emerging market as India, "we make in India and...

Hardik Sanghvi

Idealin Fogging Systems has been engaged in designing and manufacturing...

Sugandha Bhardwaj

<div>New Delhi-based Brinjal Designs Pvt Ltd manufactures home furnishing...

Urmil Arya

Sushila International, a well established textile organisation established ...

Mark Paterson
Technical Absorbents Ltd

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

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Vaanee Bhatia
Gritstones Clothing

<div>Delhi-based Gritstones Clothing offers quality and exemplary style...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

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

December 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
69.6%
No
12.0%
Skip
18.5%

Total Votes: 92

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
62.0%
No
30.4%
Skip
7.6%

Total Votes: 92

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
87.0%
No
9.8%
Skip
3.3%

Total Votes: 92

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
81.5%
No
8.7%
Skip
9.8%

Total Votes: 92


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