DOCKERS / Rebrand & Digital Campaign

Fashion is a season. Style is a lifetime. The strategy behind the Dockers Women re-brand focused on the timelessness of their designs and appealed first to influencers and then to a more style conscious crowd that's not so worried about the latest trend, but are interested in getting ideas and advice.



Dockers / Editorial Brand Influencers

For the Dockers campaign we decided to bring the focus back to the designers. Bringing a personal and approachable vibe to the line, made it feel more attainable and the idea of creating outfits less frightening. Style Session podcasts and Flickr closet cleanouts were hosted by the designers.

Dockers / Digital Lookbook

The digital lookbook enabled users to browse looks, get product details, send to friends, and even shop online. The lookbook also enabled a more tactile interaction, allowing users to turn pages, fold corners, and add sticky notes. At the end of the catalog, dynamic recommendations are made based on the behavior of the user (ie: cuts, styles, and colors clicked on)

Dockers / Rich Media: Fashion Forecast

By pulling the user's IP address, we created a Weather sensitive banner that gives users a 5 day fashion forecast based on their location

Dockers / Rich Media: What's Your Occasion?

Online ads communicated with each other to create outfit recommendations based on an upcoming occasion. For example, the user enters an occasion in the top ad space, and the lower right space serves up an outfit recommendation based on that entry. Keywords were tied to color, cuts, and style to create these recommendations.

Dockers / Mantra

Fashion is a season. Style is a lifetime. The Dockers Women re-brand focused on the timelessness of their designs and appealed first to influencers and then to a more style conscious crowd.