Merry Men Design has developed a national print campaign to introduce Dockers Khakis Footwear for Women.
The eight-person boutique in Holliston, Mass., worked for Maxwell Shoe Co., Boston, which recently signed a licensing deal with Levi Strauss & Co., San Francisco, to market the footwear line.
Cleveland Communications, Boston, is handling media planning and placement. The budget was not disclosed.
One two-page spread opens with the question, "What do women want to wear with their Dockers Khakis?" On the following page, the answer is revealed to be Dockers Khakis Footwear for Women.
Targeting 18-34-year-old women, the campaign will break in the February and March issues of fashion trade publications such as Footwear News and Women's Wear Daily.
"It's a big introduction of the footwear," said Tim Merry, who served as creative director on the campaign, teaming with art director Melissa Perry and copywriter Kim Kilduff.
Priced in the $40-60 range, the shoes will be available in the fall at upscale department stores.
Plans for consumer ads have not been finalized, but such work would likely be handled by lead Dockers shop Foote, Cone & Belding, San Francisco, said marketing consultant Kelly Lowell, who oversaw the Merry Men campaign.
Genesco in Nashville, Tenn., is the licensee for Dockers Khakis Footwear for Men.