Dickies Work Trousers Durability Even In The Soft Economy

Tearing up Dickies Work Trousersalong with other merchandise isn’t generally the original technique a business uses to promote its brand name. But, the manufacture of Dickies Work Trousers, is performing just that in its newest marketing 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 which are hanging in the middle of them.

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

Dickies’ which continues to be in business since 1922, creating a classic twill dickies work trousers or pants that contains a loyal following among car or truck mechanics, factory workers and skateboarders equally. Now the group would like to extend its base to attain the individual who may possibly also want a sturdy pair of pants for significantly much more active pursuits like motorcycle riding.

Working with Goodby, Silverstein & Partners, the San Francisco ad organization that is a unit of the Omnicom Group, Dickies devised a advertising campaign, with highly detailed black and white illustrations, for print, television and the Internet. Called “874 Versus,” the jeans are demonstrated in circumstances meant to attract awareness to their close to indestructibility.

Along with actually ripped apart between the motorcycles (“874 Versus 1850cc”), a second video spot exhibits the pants being donned by a man tumbling down a rather long, steep hill (“874 Versus the Hill”). It ends with the man cleaning off his slacks. The tagline at the end of each commercial, and on the video ad, is “Earn them.”

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

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

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

And in some cases even with poor personal economic situations 3/4 of American men bought at least one outfits item last year, in accordance to an April review from the Mintel International Group.

The crowd Dickies is attempting to attract most is younger men within the 23-to-37 generation, a buying market that predicted expansion is by 12% within the next 10 years through 2020, in accordance to Mintel.

More particular, 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 kind that don’t have time for everyday 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 around $25.

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

We have a posting on a new site, 874.dickiesworktrousers.com. Our main Dickies Web site (dickiesworktrousers.com) continues to be improved 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 versions with images pulled from the video films, will show up on Discovery Channel, ESPN, Comedy Central and Spike beginning this month to overlap with the start of back-to-school season.

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

“We needed to present some thing that is honest, real and realistic,” 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 challenging it was to tear those trousers apart?”

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