Dockers: A shoe-in for women

erry Men Design has developed a trade print campaign to introduce Dockers Khakis Footwear for Women.
The Holliston, Mass., boutique created the ads for Maxwell Shoe Co., Boston, which recently signed a licensing agreement with Levi Strauss & Co. in San Francisco to market a line of casual shoes for women.
A two-page ad spread (shown here) opens with the question: “What do women want to wear with their Dockers Khakis?”
The answer is revealed on the following page: Dockers Khakis footwear for Women.
The campaign will break in the February and March issues of various fashion and retail publications.
Media planning and placement is being handled by Cleveland Communications, Boston. The ad budget was not disclosed.
Plans for consumer ads have not been finalized, but they will likely be handled by lead Dockers agency Foote, Cone & Belding, San Francisco, said marketing consultant Kelly Lowell.
–David Gianatasio