In order to breath new life into a once veritable brand, Dockers is going after younger shoppers with their new line of clothing. According to the New York Times, their strategy was to leverage a pop-up store in New York City to launch.
The store was designed to feature Dockers’ new line of khakis that come in many new colors and styles. Not your khakis of the 90’s. The following is an excerpt of how that pop-up store came to be.
From the article:
The idea was to attract 18-to-34-year-old customers, said Adrienne Lofton Shaw, the chief marketing officer for Dockers, which is based in San Francisco. “In the past, 80 percent of the people who bought Dockers were 35 and older,” she said. “Now, it’s 50 percent who are over 35.”
Last October, Dockers hired MKG, which has offices in New York and Los Angeles and has done pop-up projects for clients like Delta Air Lines and the eyewear company Warby Parker.
This year, in March and April, MKG and Dockers outfitted an Airstream bus as a mobile Dockers store and sent it on tour, stopping in Chicago, Atlanta and Philadelphia for three weeks each. They partnered with GQ magazine to reach its readers, and hired local stylists to help customers get dressed. In Chicago, the bus brought in a barber; the haircuts were free.
The Dockers bus was advertised on Instagram, Facebook and Twitter. In the three cities, Dockers gave away 750 pairs, to anyone who tried them on. Sales were not the goal, Mr. Goyal said. Exposure was.
Then it was time for New York. “For a style to penetrate, you have to be in New York,” Mr. Goyal said. “There’s no better way to get people to try them on than a pop-up store.”
Mr. Goyal started with location.
“SoHo has good foot traffic; it’s connected to the neighborhood, art, fashion, the New Museum,” he said. “You can’t have a pop-up in a B-list location. If you can’t find a grand-prize location, don’t do a pop-up.
“Never do Chelsea,” he went on. “Except for openings and Saturdays, no one is there.”