Dahlgren Draws Attention to Product Attributes

Irwindale, Calif. -- Members of the marketing department at Dahlgren Footwear Inc. know they have an important story to tell -- after all, their company is one of the first to use alpaca in technical socks. Instead of launching only new packaging or a new display, the department chose to do both. And just in case shoppers aren't clear about what an alpaca is, the llama-like animal is clearly portrayed on each sock package and on both displays."What we really want to try to achieve with the displays is brand identity that ties everything together -- the logo, the packaging and the displays," says Don Dahlgren, vice president of marketing and sales for the company. In addition, he notes, the graphics in the ads that the company currently is running in Backpacker magazine have the same look. "When someone sees our ad in Backpacker magazine and then walks into a retail store, he or she should be able to relate everything together," he says.The header card on the display racks carries the promotion's provocative theme, "No Matter What Makes You Sweat." It relates to the technical socks' ability to keep an individual's feet dry no matter what the circumstances, according to Dahlgren, and was created by Sasquatch Advertising, the company's ad agency in Portland, Ore. Outdoor graphics of people hiking, mountain climbing, rock climbing and walking adorn both side panels of the racks. (The same outdoor pictures appear on the packages.)The packages of socks hang in rows off the racks. A portion of each sock is exposed so that shoppers can feel the texture and thickness of the product. Each package also indicates a specific use for each pair, such as hiking or walking.Dahlgren Footwear's Dri-Stride line of 19 different styles of socks is a favorite among professional athletes and outdoor enthusiasts. "The addition of alpaca to our inventory of fibers adds durability to our socks," says Dahlgren. The socks are sold primarily in outdoor specially shops such as REI and Eastern Mountain Sports in the United States and overseas.The steel display racks were produced by Pacific Custom Products, Salem, Ore. One version can hold 12 dozen pairs of socks, while the other can hold 24 dozen pairs. A total of 1,500 racks were produced. Dahlgren says the company will begin shipping the racks this month and hopes retailers will use them for three to four years.

Dahlgren Draws Attention to Product Attributes

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