2. WHERE WE’RE HEADING
Modern man’s ally Tools for modern living
Stylish
Bold Expression
Classic + Current
AuthenticJourney to true
character and
originality
EMPOWER THE
MILLENNIAL MALE
TO DEFINE WHAT
IT MEANS TO BE
A MODERN MAN
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3. LOCAL MARKET FEELERS
Known for lasting khakis
Premium / expensive brand
They know of dockers.
But don’t ‘know’ dockers
Millennials know the
brand via their parents
Older Consumers Choice
4. THE CHALLENGE
THERE’S A HUGE DISPARITY
WITH WHERE WE WANT TO BE,
AND HOW WE’RE CURRENTLY
VIEWED IN THESE LOCAL MARKETS
5. 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.
6. THE SOLUTION
UTILISE OUR SOCIAL PLATFORMS TO REACH
MODERN MEN AND CREATE A NEW,
LASTING IMPRESSION OF WHAT DOCKERS STANDS FOR
CREATE A BRAND ‘PERSONA’ TO SHIFT PERCEPTIONS
AS WELL AS ENGAGE OUR TARGET AUDIENCE
7. THE CONCEPT
THE DOCKERS URBAN GENTLEMAN
The urban gentleman doesn’t just have a lifestyle. He lives in style.
DON’T JUST GET DRESSED. GET READY.
Average Joe Urban Gentleman
8. 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 just
get dressed, he gets ready.
Down to the finer details of his
ensemble, he always wants to
leave a good impression.
11. THE CONTENT
Relevant Urban Gentleman content to
educate and engage Dockers men about
GROOMING
STYLING
GENTLEMAN
ESSENTIALS
CULTURE
& LIFESTYLE
EVENTS
& TRENDS
12. 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 GENTLEMAN
ESSENTIALS
CULTURE
& LIFESTYLE
EVENTS
& TRENDS
14. PUT A FACE TO IT
WAKDOYOK
Founder, The Garment Movement.
Muse for Fairuz Ramdan Bespoke
Fashion.Coffee.Vespa.Lifestyle.
Kuala Lumpur, Malaysia.
Email: fr@fairuzramdan.com
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
Nicholas
Mak
15. FACEBOOK
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
17. 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
18. BRAND SITE
Primary function is as a place to
showcase Dockers looks and products
Acts as support for campaigns or
a medium for amplification via
social campaigns inside pages
e.g. Instafeed & Look book gallery
Complete overview of the entire
campaign on all other social platforms
19. ONGROUND
NICHE IN-STORE EVENTS
Exclusive talks about varied passion/profession
Photography, Fashion, Watches, Leatherwork
The Urban Gentleman has varied niche interests
We would like the dockers store to be a place
where they can come and be inspired by like
minded individuals
So that The Urban Gentleman finds it a priveledge
to be associated with the Dockers brand
Collaboration with designers and photographers
on the Dockers collections
e.g. Wakdoyok giving a talk about his fashion
line and how he percieves style
20. ENHANCING THE EXPERIENCE
A geo-sensitive device that acts as an enabler for Urban Gentlemen to activate and
appreciate an additional level of experience based on their precise location.
Based on your proximity to certain triggers, relevant information will be pushed to your
smart phone.
Standing near a guest speaker
A BEHIND THE SCENES VIDEO
OF THE COLLABORATION
OR EVEN AN INVITE TO AN
EXCLUSIVE AFTER PARTY
Standing infront of the Alpha Collection
EXTRA DETAILS OF THE PRODUCT,
AVAILABLE SIZES, LOOKBOOKS,
CUTTING, DESIGN INSPIRATIONS.
