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Dockers launch its newest marketing campaign

13
Sep '06
Dockers San Francisco, the nation's leading brand of men's casual wear, announced the launch of its newest marketing campaign, "Dockers Four Wearing Occasions."

The campaign, an integrated, 360-degree messaging platform anchored around four key wearing occasions for men -- work, weekend, dress and golf -- builds on the brand's San Francisco identity and is an integral part of the business growth strategy led by John Goodman, president, Dockers brand, U.S.

The campaign provides a new perspective for men on how to dress for all of life's activities, driven by the perfect pant for each occasion. Produced by Foote, Cone and Belding, San Francisco, the "Four Wearing Occasions" campaign includes TV, print, outdoor, online advertising and PR activity.

"Dockers has redefined how guys dress over the past 20 years – by offering an alternative to jeans and dress pants, by introducing a new way to dress for work, and by providing performance innovation in everyday clothing," said John Goodman.

"Now, with our 'Four Wearing Occasions' message, we're providing men with a simple approach to getting dressed for all the activities that make up their lives." Goodman continued, "Dockers is taking the complexity and stress out of getting dressed."

The campaign supports the brand's new focus on occasion-based product design. Under the leadership of Jim Tibbs, senior vice-president of design and merchandising, the updated look of Dockers fall 2006 collection boasts enhanced styling details and updated product offerings tailored specifically for each occasion.


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