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WHERE WE’RE HEADING
Modern man’s ally Tools for modern living
Stylish
Bold Expression
Classic + Current
AuthenticJourney to truecharacter andoriginality
EMPOWER THEMILLENNIAL MALETO DEFINE WHATIT MEANS TO BEA MODERN MAN
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LOCAL MARKET FEELERS
Known for lasting khakis
Premium / expensive brand
They know of dockers.But don’t ‘know’ dockers
Millennials know thebrand via their parents
Older Consumers Choice
THE CHALLENGE
THERE’S A HUGE DISPARITYWITH WHERE WE WANT TO BE,
AND HOW WE’RE CURRENTLYVIEWED IN THESE LOCAL MARKETS
WHO ARE WE SPEAKING TO
WE’RE TALKING TO THE YOUNG, THE SUCCESSFUL,THE AMBITIOUS, THE IMAGE-CONSCIOUS.
MEN WHO VALUE FIRST IMPRESSIONS,WHO DON’T JUST GET DRESSED, THEY GET READY.
THE SOLUTION
UTILISE OUR SOCIAL PLATFORMS TO REACHMODERN MEN AND CREATE A NEW,
LASTING IMPRESSION OF WHAT DOCKERS STANDS FOR
CREATE A BRAND ‘PERSONA’ TO SHIFT PERCEPTIONSAS WELL AS ENGAGE OUR TARGET AUDIENCE
THE CONCEPT
THE DOCKERS URBAN GENTLEMANThe urban gentleman doesn’t just have a lifestyle. He lives in style.
DON’T JUST GET DRESSED. GET READY.
Average Joe Urban Gentleman
THE DOCKERS URBAN GENTLEMAN
TRAITS
Look - Sleek haircut, Designer stubble
Attitude - Confident, Charming
Lifestlye - Sophisticated/Cultured
Etiquette - Good manners, Polite
Stays updated with the latest trends
The Urban Gentleman doesn’t justget dressed, he gets ready.
Down to the finer details of hisensemble, he always wants toleave a good impression.
LIFE
STYLE
THE CONTENT
Relevant Urban Gentleman content toeducate and engage Dockers men about
GROOMING
STYLING
GENTLEMANESSENTIALS
CULTURE& LIFESTYLE
EVENTS& TRENDS
BECOMING THE URBAN GENTLEMAN
Beard maintainence
Top hairstyles
Clothing care
How to’s
Styling tips
Cool accessories
Shoes
Dining etiquette
Pronounciation
Fashion terms
Whiskey facts
Cigar knowledge
Automotive
Collectibles
Vintage antiques
Music scene
Art scene
Social gatherings
GROOMING STYLING GENTLEMANESSENTIALS
CULTURE& LIFESTYLE
EVENTS& TRENDS
PLATFORM ROLES
SHOWCASESUPPORT CONVERSE SHOW EXPERIENCE
BRAND SITE FACEBOOK & TWITTER INSTAGRAM & YOUTUBE ONGROUND
PUT A FACE TO IT
WAKDOYOK
Founder, The Garment Movement.
Muse for Fairuz Ramdan Bespoke
Fashion.Coffee.Vespa.Lifestyle.
Kuala Lumpur, Malaysia.
Email: [email protected]
http://vimeo.com/60362980
http://instagram.com/wakdoyok
Introduce the persona with a local influencer as a figure of inspiration
NICK3MFB
Cleo's most eligible bachelor 2013
Esquire's best dressed top 3 2013
Glam lelaki 10 most stylish 2013.
http://instagram.com/nick3mfb
NicholasMak
SWAG IS FOR BOYS.STYLE IS FOR MEN.WHAT SAY YOU GENTS?#URBANGENT
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GENTLEMAN’S JOURNAL (WEEKLY) - FEATURE USER INSPIRED LOOKS FROM OUR SOCIAL PLATFORMS
WAKDOYOKDOCKERSKHAKIS
#URBANGENT
Highlight users who showcase beingan Urban Gentleman
Polyvore style guides to insipre ourInstagram followers
Styling tips that showcase ourlatest collections
YOUTUBE
A DAY AS AN URBAN GENTLEMAN - A DAY WITH WAK DOYOK
Personal insights & inspiration from a local influencer on how to be an Urban Gentleman
BRAND SITE
Primary function is as a place toshowcase Dockers looks and products
Acts as support for campaigns ora medium for amplification viasocial campaigns inside pagese.g. Instafeed & Look book gallery
Complete overview of the entirecampaign on all other social platforms
ONGROUND
NICHE IN-STORE EVENTSExclusive talks about varied passion/professionPhotography, Fashion, Watches, Leatherwork
The Urban Gentleman has varied niche interests
We would like the dockers store to be a placewhere they can come and be inspired by likeminded individuals
So that The Urban Gentleman finds it a priveledgeto be associated with the Dockers brand
Collaboration with designers and photographerson the Dockers collections
e.g. Wakdoyok giving a talk about his fashionline and how he percieves style
ENHANCING THE EXPERIENCE
A geo-sensitive device that acts as an enabler for Urban Gentlemen to activate andappreciate an additional level of experience based on their precise location.
Based on your proximity to certain triggers, relevant information will be pushed to yoursmart phone.
Standing near a guest speaker
A BEHIND THE SCENES VIDEOOF THE COLLABORATION
OR EVEN AN INVITE TO ANEXCLUSIVE AFTER PARTY
Standing infront of the Alpha Collection
EXTRA DETAILS OF THE PRODUCT, AVAILABLE SIZES, LOOKBOOKS,CUTTING, DESIGN INSPIRATIONS.
THANK YOU
