Dockers plans for expansion across Europe via etail store
Dockers, the Levi Strauss-owned clothing brand, is to launch its first European transactional etail store as the company ramps up its online marketing across the continent.
The etail site, launching in the autumn, has been developed by digital creative agency Duke with a specific emphasis on images and video.
It's also designed to show how fashion, and Dockers in particular, has affected culture and history.
Bruno Vanden Abeele, UK MD of Duke, said, "The brief focused on using digital as a way to reposition Dockers as a strong brand with a unique heritage across Europe."
The company intends to become a major player in the European market and a key fashion destination site.
"This is the first step in establishing Dockers' online strategy," Abeele added. "The second is to feature the new collection and make the site a truly unique platform."
Dockers will roll out a search and online ad campaign in November to support the store's launch, focusing on its San Francisco heritage.
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