Tuesday, December 1, 2009
Smart Marketers Fix The Product First
There are two things, however, that Dockers seems to be doing right. The first is illustrated by this statement from a New York Times article, "The campaign... will be accompanied by changes in the pants, including more colors and different fits." Nice to see a marketer not taking an outdated product, dressing it up with a new campaign and then blaming the agency when it fails.
The second smart element of this makeover is acknowledging the brand's heritage. They're not running away from their past by claiming Dockers are something they're not, such as the latest hip pant for a new generation. They're taking the core equity of the brand, "casual work pants," and trying to make it relevant today. I'm betting on a successful relaunch. For Levi's sake, I hope that works out better than the bets I've made in the market.