Dockers appoints Mandi Lennard for a younger image

Dockers, the casual trouser brand owned by Levi Strauss and Co, has appointed Mandi Lennard Publicity to handle its UK consumer PR.

Dockers, the casual trouser brand owned by Levi Strauss and Co, has

appointed Mandi Lennard Publicity to handle its UK consumer PR.



Dockers is trying to attract younger customers. Mandi Lennard, which

replaces Dockers launch agency Red Rooster PR, will focus on the 20- to

30-year-old market. Dockers has just launched an ad campaign aimed at

this market. The brand’s 1995 campaign, which promoted the idea of

casual dressing on Fridays for City workers, targeted customers over

30.



’We are going into a new direction and a market we have never targeted

before,’ said advertising and promotions manager Hester Hettinga.



Hettinga, who reports to European advertising and promotions manager

Jaume Miquel, was recently appointed to her post, but has been

freelancing with Dockers since December 1997.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in