Connecting with men

DOCKERS has opened its new store at Isetan The Gardens Mall Kuala Lumpur. Located on the third floor, the 992 sq ft of space is set to re-establish connection with more male consumers as well as to reinforce the brand as the khaki authority through a refreshing campaign entitled “Always On”.
“As the leader in khaki wear, Dockers® is known for its classic designs and quality craftsmanship. With the launch of a new store within Isetan The Gardens Mall, we aim to provide a premium space where men of all ages and style preferences can come in and pick up what they need in an inviting atmosphere. Featuring a clean and modern interior that exudes sophistication, customers will enjoy a more comfortable shopping experience with us as products are strategically placed where customers can easily identify and select,” enthused Imran Butt, country manager of Levi Strauss Malaysia.
The store adopts a Californian concept, with inviting imageries and improved décor to echo the classic and relaxed attitude of the brand’s hometown in the Bay Area.
Upon entering the store, customers will be greeted by a stunning window display, installed with special fixtures. Once inside, one will see a large Fit Guide located just before the entrance to the fitting room area, to help customers find their ideal fits. To further enhance customers’ retail experience, the store is equipped with two fitting rooms as well as a waiting space. Customers will be able see themselves in different light environments, with special lighting implemented in the fitting rooms. Fitted with a 4-in-1 option, customers can check on their fits using either white light vs. yellow light, or normal to bright condition.
The “Always On” campaign is set to inspire men and reinvigorate the Dockers® brand by connecting with loyalists and new fans around the world. Aiming to ensure guys are not just dressed for the occasion, “Always On” is about having confidence to seize any opportunity.
“It is a timely and timeless concept of being ready for anything. We want to make sure you are prepared for the moments that matter most, both big and small. If you are dressed and sorted, you’ll have the confidence you need in the moment to conquer anything – running into your new boss, a last minute presentation or meeting the woman of your dreams,” explained Imran.