Dockers Hosts Nationwide Style Sessions for Women - Event Marketer

Dockers Hosts Nationwide Style Sessions for Women

DB_Dockers_2008 Ex
Brand: DOCKERS LEVI'S
Agency: GROW MARKETING
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (CONSUMER)
Year: 2008

When 20-something women think of Dockers, they probably aren’t visualizing a quintessential feminine clothing line, so the brand launched a nationwide series of style sessions to change its perception among young women. At the exclusive invitation-only gatherings, a select group of influencers were given the opportunity to experience Dockers’ Fall 2007 product line with the help of style experts that worked with the guests to create looks that complemented their body types.

Guests arrived in the sleek, minimally designed space and were allowed to relax with appetizers and beverages before being invited in for their own semi-private style session. Inside, Dockers brand experts and style experts shared the fall line with them, retrieving a variety of different styles from the collection and helping guests put together outfits that wowed. After trying on as many new styles as they wanted, guests were given a mini-makeover by a cosmetics expert.

The perception of Dockers as a men’s khaki slacks company was completely blown away by the event. With 50 percent of attendees unaware that Dockers made clothing for women until the event, brand awareness was greatly increased. In addition, 97 percent of visitors said they wanted to hear from the brand again. And 95 percent would recommend Dockers to their friends and colleagues, 67 percent said they would seek out Dockers women’s clothing as a result of attending the session and 72 percent intend to purchase Dockers clothing for themselves.

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