Dockers(R) Brand Evolves Into Exciting Next Phase of Business as Dockers(R) 'Dress to Live(TM)'

Dockers(R) Brand Evolves Into Exciting Next Phase of Business as Dockers(R) 'Dress to Live(TM)'

- New 'Dress to Live(TM)' Brand Positioning Grows Dockers(R) Beyond Nice Pants Into a Complete Head-to-Toe Lifestyle Brand -

SAN FRANCISCO, Sept. 12 /PRNewswire/ -- Dockers(R), the nation's leading brand of men's casual clothing, today celebrates a major evolution and next phase of business with the introduction of "Dockers(R) Dress to Live(TM)." Timed just prior to the brand's 20th year in business and coinciding with the recent appointment of Dockers(R) new president, John Goodman, the launch of this brand positioning campaign marks a turning point for Dockers(R) -- growing it beyond performance-based "Nice Pants" for men into a head-to-toe lifestyle brand for both men and women. Dockers(R) Dress to Live is supported by a 360-degree marketing campaign, including TV and print advertising, a newly redesigned Dockers.com Web site and on-floor marketing components.

(Photo: http://www.newscom.com/cgi-bin/prnh/20050912/LAM044 )

"Dockers(R) Dress to Live is a very exciting evolution for the brand, and we're supporting the launch with a comprehensive integrated marketing campaign," said Bill Stewart, vice president, Dockers(R) Brand marketing. "Our goal is to communicate the new Dress to Live identity from all angles, ensuring that our consumers are surrounded by a cohesive and enticing message that Dockers(R) has evolved beyond nice pants for men into a head-to-toe lifestyle brand for both men and women."

The Dress to Live tagline conveys a "feel good, look good" spirit grounded in the look, feel and style of San Francisco, the brand's hometown. Its complimentary new logo treatment, Dockers(R) San Francisco, links the brand to its city of inspiration and positions Dockers(R) marketing communications under one umbrella for men and women.

Both the tagline and logo treatment reflect the new look of the Dockers(R) Brand as seen in Dockers(R) Dress to Live fall 2005 product theme, Simple Luxury. Enhanced with upgraded styling details and more luxe fabrics, the Simple Luxury collection represents the brand's new look -- style with substance; approachable, understandable and unpretentious style with simple, luxurious details at a reasonable price. The head-to-toe product offering enables men and women to simplify their lives for all occasions and spans everything from shirts, pants, skirts and jackets to accessories like sunglasses, wallets and shoes.

Dockers(R) Dress to Live 360-Degree Marketing

TV commercial

Dockers(R) officially launches Dress to Live this week with a breakthrough television ad campaign entitled "Hello Trolley," which celebrates moments of spontaneous human connection and creates an emotional bond with Dockers(R) consumers.

Developed by Foote, Cone and Belding, San Francisco, "Hello Trolley" is a two-sided broadcast spot filmed from both male and female points of view, featuring both the men's and women's product together and communicating the new "Dress to Live" attitude -- a feel good, look good approach rooted in the essence of San Francisco's stylish-but-not-stiff way of dressing.

In the "His" version, the spot opens as two San Francisco trolleys sit side-by-side in the station, waiting for their departure in opposite directions. While stopped, a man and woman catch each others' eye -- instantly intrigued. Inspired by a spontaneous spirit, the guy dashes off his trolley at the last minute in an attempt to meet the woman in the next car. He misses her trolley and stands on the platform, deflated. The next instant, after both trolleys have left the station, he looks up to see the woman standing on her platform. She had the same idea. The perspective is reversed in "Her" version.

"'Hello Trolley's' strategic and creative direction draws upon a wealth of Dockers(R) consumer research that tells us that people want to live in the moment and enjoy spontaneity in their lives," said Brian Bacino, senior vice president, Foote, Cone & Belding, San Francisco.

"Hello Trolley" was filmed on the streets of Dockers(R) hometown, San Francisco, which provided the perfect backdrop representing the energy and attitude of the brand. The musical accompaniment, "Don't Wait Too Long," is performed by Georgia-born, Madeleine Peyroux, a highly acclaimed international blues artist recognized for her smoke-and-whisky vocals, and often likened to the late, great Billie Holiday. Composed by Peyroux, along with producer Larry Klein and Grammy Award-winning songwriter Jesse Harris, "Don't Wait Too Long" is the sultry breakout track on Peyroux's sophomore album, Careless Love.

Print advertising

A complimentary, "Dress to Live" print campaign also debuts this month in key men's lifestyle publications, including Esquire and Men's Health, with a special gatefold insert in GQ magazine's fall fashion issue.

The print creative features both men and women living life to the fullest, connecting with those they care about. Consumers are also called to action to "shake things up" and engage in life's spontaneous adventures -- a directive that supports Dockers(R) Dress to Live broad range of stylish, head-to-toe product offerings that enable men and women to simplify their lives for all occasions.

Dockers.com

To portray the visual essence of Dockers(R) Dress To Live online, a newly redesigned Dockers.com launched on September 1, evolving it into an equally-weighted marketing and one-click shopping site -- a model that enables Dockers(R) to both communicate its new Dress to Live brand identity and provide consumers with the information they need to purchase.

The visuals on Dockers.com leverage the creative from the Dress to Live TV and print ads and on-floor imagery, bringing Dockers(R) new brand identity to life in one cohesive place. The site reflects Dockers(R) new stepped-up style and focuses on building a stronger emotional connection with consumers by offering more compelling images, such as snapshots of men and women celebrating their everyday experiences. The site also includes in-depth product detail such as multiple views (front, back and detail shot) and the ability to see products in various colors, an asset that prepares shoppers for purchase via the one-click shopping feature. One-click shopping has proven to be a highly successful marketing vehicle for Dockers(R) retail partners as it directs pre-qualified traffic to their sites for purchase.

On-floor marketing

At retail, the Dockers(R) Dress To Live identity is brought to life through new point of sale imagery and an on-floor video, which leverages the print advertising creative.

The Dockers(R) Historic Snapshot

Phase IV -- Dockers(R) Dress to Live

With Dockers(R) Dress to Live, the brand focuses on communicating a head- to-toe style plus performance message for men and women to connect emotionally with consumers and gain solid positioning as a lifestyle resource.

Phase III -- Performance Innovation

In 2002, Dockers(R) introduced the Go Khaki(R) with Stain Defender(R), a revolutionary product that continued to breathe new life into the category. Since then, Dockers(R) has introduced several groundbreaking products including, pants with Individual Fit(R) Waistband technology, Perspiration Guard(R) Shirts and Never-Iron(TM) Cotton Khakis.

Phase II -- Nice Pants and Business Casual

In 1995, Dockers(R) introduced the "Nice Pants(TM)" identity and tagline that became one of the most popular brand taglines in advertising history. From the mid- to-late '90s, Dockers(R) led the business casual revolution, introducing America's workforce to a new way of dressing that provided the perfect balance of style and comfort.

Phase I -- Launch

In 1986, the Dockers(R) Brand pioneered an entirely new apparel category with the introduction of khakis as an alternative to dress pants and jeans.

"Hello Trolley" Creative Credits:
Spot Title: "Hello Trolley" His/Hers
Creative Director: Brian Bacino, FCB San Francisco
Art Director: Axel Celikates, FCB San Francisco
Copywriter: Brian Bacino, FCB San Francisco
Agency Producer: Jim Phox, FCB San Francisco
Production Company: H.S.I.
Director: Gerard de Thame, H.S.I.

About the Dockers(R) Brand

The Dockers(R) Brand is the leader in providing comfortable and stylish casual wear and continues to expand brand offerings to provide men and women with clothes that offer versatility for an 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 an ensemble brand providing complete collections of tops, pants, shoes, belts, outerwear and hosiery for men and women.

In 1994, the Dockers(R) Brand introduced the "Original Khaki," the most popular wrinkle-free khaki in the casual pant category. In 2001, the Dockers(R) Brand introduced the Dockers(R) Mobile Pant, an innovative khaki featuring hidden storage pockets for mobile technology devices. TIME magazine recognized the Dockers(R) Mobile Pant as one of its "Best Inventions of 2001." In 2002, the Dockers(R) Brand revolutionized the marketplace with the introduction of Stain Defender(TM) technology.

For information on Dockers(R) Brand products call 1-800-DOCKERS or visit www.Dockers.com.

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20050912/LAM044
AP Archive: http://photoarchive.ap.org/
AP PhotoExpress Network: PRN7
PRN Photo Desk, photodesk@prnewswire.com
Source: Dockers

CONTACT: John Ordona of Dockers(R), +1-415-501-7568, jordona@levi.com;
or Heather Wilkins of PainePR, +1-949-809-6766, hwilkins@painepr.com, for
Dockers

Web site: http://www.dockers.com/

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Profile: Fashion