Riverorchid Notch will manage both traditional and digital media and will roll out print and digital campaigns to mark the launch. “Our approach has been to focus on Dockers as a brand that provides head-to-toe fashion that allows men to project their confidence with style and swagger,” Tarun Dhawan, the agency’s MD, told Campaign Asia-Pacific. "We also want to focus on the brand’s style quality and heritage.”
Dhawan declined to comment on the brand's ad spend.
According to Paikray Pravat, country manager for Dockers Vietnam, the male grooming, fashion and lifestyle market in the country has been growing at a healthy clip. “We see the trend and want to have a play in the category,” he said.
The company is launching three stores across Ho Chi Minh City and Hanoi.