Experiential Spawns WOM

Dockers is turning to trunk-shows in effort to convince a small gorup of influential women to wear the brand’s clothes.
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Dockers is inviting between 50 and 70 women to each of eight events dubbed “Dockers Style Sessions,” in hotel suites in cities such as Sacramento, Calif., Cincinnati, and McLean, Va. The first event is in San Francisco on Thursday.
The shows coincide with a print-ad campaign in roughly a dozen magazines, including Lucky and Glamour, that also features the new fall clothing line. Style experts from some of the fashion magazines carrying its ads are expected to offer style tips to trunk-show attendees.
The marketer plans to create a Web site to stay in touch with the women who participate in the trunk shows as a way of keeping dialogue going. The site will be used as a continuing online focus group for Dockers, the company says.
“It’s about being much more integrated and reaching women through multiple touch points,” says Sherri Phillips, Dockers’ vice president of marketing.
[via The Wall Street Journal (paid sub. req.)]

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.