This is the first web offering from Dockers in Asia and the khaki brand from San Francisco is hoping the site can extend its reach to men between the ages of 25 to 34.
“We know that our consumers are spending more and more time on the internet for social interaction and work. So it’s important for us to introduce this website not only to reach them, but also as an interactive medium to engage them,” said David Smith, Dockers’ vice-president for Asia-Pacific.
“We know that our consumers are spending more and more time on the internet for social interaction and work. So it’s important for us to introduce this website not only to reach them, but also as an interactive medium to engage them,” said David Smith, Dockers’ vice-president for Asia-Pacific.
The company is once again returning to its roots for the website. The background images show familiar scenes of San Francisco, such as the Golden Gate Bridge and trams.
As a selection of relaxing jazz music plays, visitors are offered the options to scroll through the range of outfits offered or to check out the different cuts of pants available. They can also send out e-cards to their friends or download San Francisco-themed wallpapers.
“We also want our consumers to discover and experience what the Dockers brand about - a relaxed, balanced lifestyle inspired by the living in its origin city of San Francisco,” explained Smith.
To drive traffic to the website, Kinetic has also designed a series of ‘Icon’ postcards which show the Golden Gate Bridge on the cover. Dockers pins are attached to these postcards, which are then distributed in-store.
