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Dickies Work Trousers Durability Even In A Soft Economy

Tearing up Dickies Work Trouserstogether with other merchandise isn’t normally the first technique a organization utilizes to advertise its brand name. But, the manufacture of Dickies Work Trousers, is doing just that in its newest advertising campaign by which two motorcyclists, with their engines roaring with wheels burning, strain to rip in two a pair of its “Original 874” work trousers /pants that happen to be dangling within the middle of the two bikes.

The campaign, the initial of the Fort Worth enterprise has carried out with an advertising agency, is meant to showcase the durability and worthy of of Dickies’ flagship product at a time when recession-struck buyers are cautious about purchases.

Dickies’ which has been in business since 1922, creating a classic twill dickies work trousers or pants that consists of a loyal following amongst car or truck mechanics, factory workers and skateboarders equally. Now the organization would like to extend its base to achieve the person who might also want a rough pair of pants for significantly a lot more active pursuits like motorcycle riding.

Working hard with Goodby, Silverstein & Partners, the San Francisco ad firm that is a unit of the Omnicom Group, Dickies made a campaign, with sharp black and white images, for print, television and the Internet. Called “874 Versus,” the trousers are shown in instances intended to attract focus to their nearly indestructibility.

Together with getting ripped a part between the motorcycles (“874 Versus 1850cc”), a second video spot shows the slacks being used by a man tumbling down a rather long, steep hill (“874 Versus the Hill”). It closes with the man cleaning off his pants. The tagline at the end of each commercial, and on the video advert, is “Earn them.”

Dickies Work Trousers… “Our brand is authentic, durable and no-nonsense,” said Tad Uchtman, senior vice president of marketing for Dickies. Two years ago he began putting together focus groups and surveying buyers to measure awareness with Dickies’ products. The group concluded that it would have to make the brand name more commen and increase focus of its nearly 90-year history as a maker of Dickies work trousers and other wears, Mr. Uchtman said.

For example, Dickies, mass produced millions of uniforms for American’s in World War II. Its apparel is sold nationally and a lot other countries, the privately owned group does manufacture and produces other items with a total of 28 products, which include jeans.

Dickies’ effort to boost its trademark awareness will come within the middle of a bitter economy by which men’s clothings sales are falling. Men’s clothing sales slipped 3.9%, to about $50 billion, inside the first half of this year as compared with a year ago, according to the NPD Group. But Dickies has used the strategy, that if an item is authentic, it is truly really worth buying even when inside a recession.

And even even with tough personal economic times 3/4 of American men purchased at least one outfits item last year, in accordance to an April survey from the Mintel International Group.

The group Dickies is trying to attract a large number of is young men within the 23-to-37 age group, a buying segment that estimated increase is by 12% in the next 10 years through 2020, according to Mintel.

More specific, they are “men of action,” Mr. Uchtman said. “They are men who are outside, active and fixing things themselves,” he explained. “They don’t move with fads; they have a no-nonsense attitude.” Rough and tough “Hombres” like our Dickies Work Trousers.

These men are the sort that don’t have time for typical shopping, they are a busy group, doing things men of action they have a tendency to do their shopping online, where the typical price of Dickies work trousers and pants is about $25.

For the track record, Mr. Uchtman said that women also sport 874s and that the group sold a women’s version called 774.

We have a post on a new site, 874.dickiesworktrousers.com. Our main Dickies Web site (dickiesworktrousers.com) remains to be overhauled and has links to the 874 site. Print ads will surface in ESPN, Outside, Filter and Spin magazines. A television commercial, in 30-second and 60-second alternatives with images drawn from the video films, will appear on Discovery Channel, ESPN, Comedy Central and Spike starting this month to correspond with the start of back-to-school season.

The brand-new campaign images were shot with 16-millimeter film for a nostalgic, genuine look, according to Rich Silverstein, co-chairman of Goodby, Silverstein.

“We needed to show something that is trustworthy, real and authentic,” he said. “Individuals no longer desire the flavor of the day.” “Live is Rough…Buy Tough Dickies Work Trousers!”

And then, he added, “Do you realize how tough it was to tear those trousers apart?”

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