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BIMA Member News: Duke launches a global platform for Dockers Europe
Article Date: 1st Sep 2008
London, September 2008 – Duke UK, the Soho-based creative digital agency part of Duke group, has designed a new European website for Dockers San Francisco - the world's most iconic khaki brand. Designed specifically for the European market, the website was created in response to the success of the Dockers brand and consumer demand in Europe. Launching at the beginning of August, the site will allow consumers to explore contemporary lifestyle trends in fashion, popular culture and history.
The vision for the website was conceived by Duke UK who were tasked with creating a site that would reflect the relationship between Dockers’ unique khaki attitude and the modern male. The site combines popular culture with Dockers product information, so that European consumers can click their way through the streets of San Francisco, combining this season’s must-have items, or read up on the history of Dockers and its khaki heritage.
“As one of a handful of brands that can influence the way men dress, we wanted our website to be like a favorite pair of khakis - cool and comfortable,” said Elisa Da Lio, Dockers Consumer Marketing Manager for Europe. “Duke UK used leading-edge technology to create an environment that paints a broader picture of our brand heritage and culture, and allows consumers to feel as though they've walked into a Dockers store. It provides immediate and interactive access to us.”
To create the new Dockers European website, Duke UK worked closely with the Duke team in France. The result was a unique look and feel, where still photos, music and videos contribute to the overall experience. As a full service agency, Duke provided the front and back-end solutions for the site, including a full content management system, as well as sound and animated features.
“We provided Dockers with a strong and innovative creative concept that truly reflected the needs of their European customer base,” said Bruno Vanden Abeele, managing director at Duke UK. “Creating an online extension of the brand in Europe was one of our main objectives and we’ve produced a unique online experience for consumers that will bring them closer to the Dockers brand.”
“Our approach to the project was to capture the essence and spirit of San Francisco, the birthplace of Dockers,” added creative director Paul Jason. “Using Super 8mm sequences and Holga Lomography imagery shot in ‘off-the-beaten-track’ locations, we captured the freedom, energy and mood of San Francisco to use as a backdrop for the autumn/winter 2008 range. The site also features live action ‘walk-in’ sequences that showcase the clothing range and create a truly memorable interactive user experience.”
