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  • Dickies Reinvigorates In-Store Presence


     When Dickies released its “874 Versus” campaign this summer, the apparel maker gave a lot of thought to what it calls the “last three feet” of the customer experience. Working with Winston Retail Solutions, San Francisco, Dickies sought out an original display that calls to mind a construction work site.

    The new display—which consists of metal and steel, and a pair of suspended pants—is just one of the moves the 88-year-old company is taking to build a stronger connection with its customers. “It all comes down to that three feet,” said Tad Uchtman, Dickies svp-marketing, merchandising and licensing. “The consumer comes into a store and knows they need a pair of pants. And the new racks are making the buying process very experiential for the consumer.”