Dickies Targets 'Men of Action'

Fort Worth, Texas -- After recognizing that its 84-year-old "work pant" still has wide appeal to today's consumers, Dickies launched a major marketing campaign aimed at reinvigorating the brand.Building from the tagline, "Earn them," the integrated marketing and merchandising program for the 874 Original Work Pant is designed to build interest among old and new customers through mass media, social media, online videos, an interactive truck at festivals, public relations, and a comprehensive array of in-store displays and signage, says Jason Prior, retail marketing director, Williamson-Dickie Manufacturing Co."While we aren't disclosing our budget, we will say this is the largest integrated marketing effort in our company's history," he says.Research conducted by Dickies and agency Goodby, Silverstein & Partners, San Francisco, found that potential buyers of the garment are not just workers, but anyone engaged in a hands-on, do-it-yourself lifestyle who they call "Men of Action.""That [profile] bridge was the concept behind this entire 874 campaign," Prior says. "We knew we had this incredibly iconic item that most people didn't really know by name. Most people called it a 'Dickies work pant' or just 'Dickies pants.' We wanted to create an identity for them." The 874 name had been used at first internally, and then in marketing, but is now being emphasized in the national campaign."In the last two years, consumer insights research substantiated the need for Dickies to more directly and thoroughly communicate our brand and products to our broad spectrum of consumers," he says. "Dickies has high brand awareness, and now we're ready to give people more of what they want."The program began this summer with YouTube videos highlighting the durability of the garment. In one video, for example, two motorcycles try to tear the pants apart. On the Dew sports tour and other events, people were challenged to destroy the pants in 8.74 seconds. Winners got a free pair of 874s. TV and print launched in August, and the campaign will continue into 2011, Prior notes.Further research revealed that 80% of men's apparel purchases are unplanned; that they prefer to see the pants displayed in full rather than folded in a stack; and they are more likely to make a purchase if they can be enticed to go "the last 3 feet" and touch the garment, he says.Based on these insights, the merchandising of the 874 was meticulously planned and executed. For example, the in-store graphics maintain the tough image of the 874 with fixture colors and textures derived from construction worksite visits, such as a hot-rolled steel look. "The metal has a very rich, dark color," he says. Chrome fixture signage is designed to dress up fixtures, while higher signage "breaks the fixture horizon," Prior adds.The 874 is highlighted by a "showpiece" display that shows the work pant suspended full-length, with a retailer option to put in shelves and sell traditional folded stacks of the garments. Shoppers told Dickies they needed help with "inspiration" in regard to the 874 garment."Just having a bunch of folded pants doesn't give them enough inspiration," Prior says. "They want to see what it looks like, so we hung it on a body form so they can see how the fit looks." The displays are typically located near other Dickies products, such as shirts, so customers can "mix and match," he adds.Consistency of message and image across all media vehicles and stores was part of the design process. "Whether it is a Dickies-owned store, a large account, or a small mom-and-pop that only has two stores, we want that same consistency," Prior says.Goodby provided the design and the sales concept, while AMD Industries, Cicero, Ill., built the displays. Winston Retail Solutions, San Francisco, and a Dickies field merchandising team are helping to place the in-store displays and signage.The program is national, covering all retailers that sell Dickies work pants, including 18 Dickies-owned shops. In most stores, the product is sold in the men's apparel department, although some have a dedicated work-wear area.Dickies looks at the other aspects of the campaign as a "funnel" to get people into the stores, Prior says. "At the top of that funnel may be mass media, social media, other online components and e-mail. But we use that as a way to push the consumer into the store."The success of the program will be measured with the same diligence that went into its planning. "With all our major accounts, we have an entire analyst team within Dickies, and with all our partner accounts, we have full visibility into POS data, so we are tracking it very closely. We look at dollar impact, unit impact, and by virtue of that, we can look at inventory and turns for those stores -- by control group vs. this new group," Prior says.

Dickies Targets 'Men of Action'

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