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This Father's Day, Brands Get Weepy Over Dad

Posted by Shirley Brady on June 13, 2014 11:34 AM

Father's Day is this Sunday in much of the world, prompting brands to pay tributes to Dad. Outstanding examples include Ford's heartstring-tugging "Great Stories" about dads and cars and Chevrolet's sentimental series by MOFILM filmmakers, a continuing branded content partnership for the automaker. Check out them out below, along with other noteworthy nods to Dad (and yes, Moms are welcome too):Continue reading...


Levi Strauss Expands Sustainability Commitment with Dockers Wellthread Line

Posted by Sheila Shayon on November 12, 2013 06:41 PM

Fair trade and sustainability aren't just terms associated with food and CPG brands. More clothing brands are taking a closer look at how their garments are made, what they're made of and who is doing the work, and iconic clothier Levi Strauss & Co. is the latest to join the effort.

The company's new Dockers Wellthread line includes a men's collection that combines sustainable design, environmental practices, and support of an eco-system that provides for all apparel workers. The line will be available online and in-stores in Europe. 

“How you make a garment is just as important as the garment itself,” Michael Kobori, the company's VP of social and environmental sustainability, told WWD. “We believe that we can use our iconic brands to drive positive sustainable change and profitable results. With that comes the responsibility to continually innovate for each new generation of consumers.”Continue reading...

movers and shakers

Branding Execs on the Move: Coca-Cola's Wendy Clark and more

Posted by Shirley Brady on April 5, 2013 07:08 PM

Coca-Cola appoints SVP of integrated marketing Wendy Clark (right) to new role as SVP of its newly created a Global Sparkling Brand Center, combining its global brand and integrated marketing teams under her leadership.

AccuWeather named Jim Candor as chief strategy officer, Steven Smith as chief digital officer, and John Dokes as chief marketing officer.

Conde Nast promoted CMO Louis Cona to president and chief revenue officer of the media group. 

Crocs hired Andy Sackmann as CMO.

Dockers hired Adrienne Lofton Shaw as vice president and CMO.Continue reading...

fashion therapy

Dockers Embraces Content Marketing With Original Web Video Series

Posted by Sheila Shayon on December 14, 2012 11:13 AM

Dockers 2013 “Get Dressed Like You Mean It”

Dockers, the Levis Strauss brand of khaki garments and accessories, has been helping men get dressed since 1986, when "business casual" and "casual Fridays" came into vogue. While Dockers introduced a line for women in 1987, its core emphasis remains the sartorially-smarter male with belts, pants, leather wallets and shoes – all along with comfort and ease. 

When "metrosexuals" and "Queer Eye for the Straight Guy" urged men to spiff up, Dockers premiered its "Wear The Pants" campaign during the 2010 Super Bowl, the first Super Bowl ad offering an exclusive, limited time online offer for viewers with the hopes of skewing younger.

But now we're heading into 2013, and workplace attire has evolved (look at Levi's commuter line and even how streetwear brands like BAPE are office-acceptable — for creatives, at least), so Dockers is promoting a “Get Dressed Like You Mean It” social/video platform, one “designed to equip guys with a solid foundation of refined yet rugged wardrobe essentials that take the guess-work out of “what-to-wear” and “how-to-wear it.”Continue reading...

brand strategy

Levi-Strauss to Phase Out Global Denizen Brand

Posted by Sheila Shayon on September 24, 2012 02:41 PM

Two years after launching an exclusive denim brand in Asia, dENiZEN, Levi-Stauss has taken the low-cost denim line to China, India, Mexico, Pakistan, Singapore and last year to the United States (via an exclusive deal with Target) — but now it's phasing out the brand beyond North America in order to promote its core brands.

According to a statement provided by the company,

"Across our company, we are focused on driving profitable growth. We made the strategic decision to phase out the Denizen® brand from Asia and focus our resources behind growing the Levi’s® brand in this market. We’re working with our franchisee partners for a smooth transition and we’ll phase it out over the next twelve months. We are committed to Asia and will continue to serve consumers in Asia through our Levi’s® and Dockers® brands. We’re continuing Denizen in the North America in Target, where we’re currently in more than 1,700 US stores and expanding to Canada."

brand collaborators

Dockers Gets Hip, Pricey with Alexander Wang Collaboration

Posted by Mark J. Miller on September 14, 2011 10:01 AM

Vanity Fair's October issue cites Dockers' Alpha Khaki line as the 'it' pants for fall. Yes, Dockers.

Now GQ magazine, long known as the place to check out for men’s fashion news, has cozied up the Levi Strauss owned brand. GQ is spreading the word about its annual Menswear Awards by matching Dockers with its award winner and nominees for a limited edition “collectible” capsule collection.

Fibre2Fashion.com reports that Dockers has partnered with the publication’s Best New Menswear Designer Winner, Alexander Wang, along with five other designers to produce a limited-edition collection.Continue reading...

brand accolades

GoodGuide Gives Great Grade to Levi's Green and Social Practices

Posted by Sheila Shayon on February 23, 2011 12:30 PM

Forget gold stars — Levi’s is proud to be a green star by winning the #1 denim brand title in GoodGuide's first-ever sustainability rating system for apparel brands.

Levi Strauss taped the above chat with GoodGuide co-founder Dara O'Rourke and Michael Kobori, Levi’s VP of Social and Environmental Sustainability, to discuss the accolade — or eco-lade — and explain its social and environmental commitment.Continue reading...

fashion therapy

Dockers Rebrands To Be More Than "Just Pants"

Posted by Abe Sauer on December 1, 2009 07:41 PM

At one time, it was claimed, "If they're not Dockers, they're just pants." But now it is Dockers that are "just pants" -- and the brand intends to do something about it.

This week, Dockers is launching a rebranding campaign built around the brand's new tagline, "Wear the pants." The tone will embrace the now-common "be a man" approach used by many other brands in the men's sector (Mitchum, Wrangler) -- ironic, considering Dockers' past slogan.

In fact, Dockers' branding efforts two decades ago, with uber-yuppie ads like the one above, were so successful that the brand remains defined by that era. The president of Dockers told the New York Times, "I don’t think that we, as leaders of the category, have done much to keep the khaki category fresh and exciting..." And that couldn't be more true. But many brands have done plenty to keep the category fresh, and stole Dockers' business.Continue reading...

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