- Leading Men's Apparel Brand Reasserts Leadership Position by Providing

Simple Solution to Getting Dressed -

    SAN FRANCISCO, Sept. 12 /PRNewswire/ -- Dockers(R) San Francisco, the
 nation's leading brand of men's casual wear, today announced the launch of
 its newest marketing campaign, "Dockers(R) 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(R) 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.
     (Photo: http://www.newscom.com/cgi-bin/prnh/20060912/LATU077 )
     "Dockers(R) 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(R) 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(R) fall 2006 collection
 boasts enhanced styling details and updated product offerings tailored
 specifically for each occasion. Dress pants, including the Never-Iron(TM)
 Washable Wool Pant, will be coupled with dress shirts, ties, belts and
 sport coats. Fusing style with functionality, the Never-Iron(TM) Washable
 Wool Pant is a 100-percent wool dress pant that does not require
 dry-cleaning. Casual Weekend attire, including the Iconic Khaki, will
 feature 100-percent cotton, washed-down pants, comfortable knits and shirts
 in a range of seasonal colors. The Golf and Work lines feature
 industry-leading product innovations including the Never-Iron(TM) Cotton
 Khaki and the Performance Golf Pant with Individual Fit(R) Waistband, All
 Motion Comfort(TM) fabric and Cool Effects(R).
     "Men today are more style-conscious than ever, but they need help
 updating their wardrobe and are strapped for time to shop," said Tibbs.
 "The Dockers(R) brand is responding to that need by offering new styles,
 fabrics and products for all of his key occasions."
     Television Commercial
     Starting in September, Dockers(R) brings the new campaign to life
 through a highly visual and entertaining 30-second TV commercial, entitled
 "Continuous Life," that celebrates the four key occasions of the Dockers(R)
 male consumer. The spot follows the Dockers(R) hero moving cleverly through
 match-cut transitions, from Work to Weekend to Dress to Golf. As the hero
 transitions from each scene, he interacts with the people and places
 relevant to each occasion. Layered over the action is a new branding device
 that identifies Work, Weekend, Dress and Golf as the related scenes are
 displayed. Tight camera angles are used to focus on product texture and
 details. The commercial will run on cable entertainment, late-night and NFL
 programming and also will appear during primetime network shows, "Deal or
 No Deal," "ER," "Prison Break," "My Name is Earl," "House," and the season
 premiere of "Lost."
     Print Advertising
     A complementary print campaign launches in December in key men's
 lifestyle publications including Esquire, GQ and Men's Health. The "Four
 Wearing Occasions" creative features a series of spreads and four-page
 inserts that showcase a different product for each occasion, highlighting
 the design details and fabrications with tight photography and cropping.
     Outdoor Advertising
     The Dockers(R) brand will kick off the fall 2006 season in September
 with a break-through outdoor campaign in San Francisco and Chicago, a first
 for the brand in nearly 10 years. Product imagery from print will be mixed
 with additional product and portrait shots for a more robust wearing
 occasion message. The occasions will be repeated across all elements
 leveraging the branding device from TV and print. Outdoor elements include
 transit, billboards, news racks, and a complete "station domination" during
 the month of October at the San Francisco Montgomery Street BART station.
     Online Advertising
     The wearing occasions message will be continued online with a robust
 Dockers.com Web site and Internet advertising campaign. Visitors to
 Dockers.com will be able to search by occasion for product offerings and
 outfit recommendations. Online advertising will coincide with television
 and print activity supporting the holiday shopping season.
     In-Store Marketing
     Eye-catching in-store graphics distinctly communicate the four wearing
 occasions with a sophisticated undertone. The store environment also aligns
 with the four occasions message, grouping product by occasion in order to
 make the shopping experience easier. Unique on-floor merchandising and
 packaging will help ease the consumer shopping experience and bring the
 brand's wearing occasion platform to life.
     "As the leading men's apparel brand, guys trust Dockers(R) to guide
 them on how to dress for any occasion," said Brian Bacino, creative
 director, Foote, Cone & Belding. "In all of the 'Dockers(R) Four Wearing
 Occasions' creative executions, consumers will see Work, Weekend, Dress and
 Golf communicated jointly as one message in order to consistently reinforce
 this new approach to dressing."
     Television Creative Credits:
     Spot Title: "Continuous Life"
     Creative Director: Brian Bacino, FCB San Francisco
     Art Director: Tim Bremner and Anne Johnson, FCB San Francisco
     Copywriter: Brian Bacino, FCB San Francisco
     Agency Producer: Cathy Carolan, FCB San Francisco
     Production Company: Little Minx at RSA
     Director: Malik Sayeed
     Music performed by Sugar "Chile" Robinson
 
     About Dockers(R) San Francisco
     Dockers(R) is the leading brand of comfortable and stylish casual wear
 and continues to expand product offerings to provide men and women with
 clothes for a versatile, on-the-go lifestyle. Dockers(R) khakis were first
 introduced in 1986 as the casual alternative to jeans and dress pants. The
 line has since expanded from men's casual pants to a lifestyle resource
 offering a full range of head-to-toe products for men and women. For
 information on Dockers(R) products call 1-800-DOCKERS or visit
 http://www.Dockers.com
     About Foote, Cone & Belding
     The Foote, Cone & Belding (FCB) Worldwide network, a business unit of
 the Interpublic Group of Companies (NYSE:   IPG), is one of the world's
 largest marketing communications networks with offices in 110 countries.
 FCB employs a genuine commitment to complete engagement with client and
 consumer.
     Contacts:  Anita Mellon                 Amy Hamaoui
                PainePR                      PainePR
                949.809.6776                 949.809.6778
                amellon@painepr.com          ahamaoui@painepr.com
 
 

SOURCE Dockers

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