Ahoy Matey! Dockers Brand Re-Launch In Soho September 2013
SOHOstrut is getting ready for September 19, 2013: International Talk Like A Pirate Day! On other note, Dockers, the khakis all accountants and lawyers went to in the 90’s for casual Friday’s, is re-launching their brand and is re-targeting to the hipster 20-somethings.
The “pop-up” store is open for the entire month of September. The re-launch is happening at 25 Howard Street between Broadway and Lafayette and is open Tuesday-Saturday 11-8 and Sunday 12-7 (Closed Sunday).
Dockers teamed up with experiential marketing company MKG to create a month-long cross industry and aspirational brand experience within the store: free coffee all day from Stumptown brewing, free haircuts Tuesdays-Thursdays via the Blind Barber (11:30AM-7PM), and several events teaming with companies such as Three Kings Tattoos (occurred on 9/11) and Espolon Tequila (occurred on 9/13).
This Friday, September 20, the store will be offering free tacos between 1-3PM and teaming up with Mexicue (for food) and Turntable Labs (for music). This event is hosted by Details Magazine.
Finally, to wrap up the month, on Wednesday September 25, from 11AM-7PM, if you bring in any pair of Dockers pants (used or purchased in the store), the store will be providing free customization to the pant cuffs.
Will Dockers be the next brand that reaches the Tipping Point?