Sorry!! The article you are trying to read is not available now.
HOT TAGS:  

Dickies Tries to Jump-Start Sales With New Ad Campaign

Print comment Post Comments
REAL MEN WEAR DICKIES, APPARENTLY
DailyFeed
Men’s clothing sales have slipped "3.9%, to $50.5 billion, in the first six months of this year compared with a year ago," according to the NPD Group. But Dickies is hoping to change that--at least for its own apparel.

The company has launched an ad campaign in an attempt to appeal to "men of action" who don't move with fads" and "have a no-nonsense attitude," in the words of Tad Uchtman, senior vice president of marketing for Dickies.

One commercial shows two motorcyclists attempting to rip a pair of Dickies pants, tied between their bikes, both moving in opposite directions, apart.

The other shows a man tumbling down a hill, after which, he stands up and brushes off his pants.

Both spots end with the tagline "Earn Them."

I earned mine by handing the cashier at Dave's Army-Navy a $20 bill. I happen to be wearing them right now--a man of action, sitting at a desk typing. I don't move with fads, and I have a no-nonsense attitude, except when I feel like engaging in a bit of nonsense. Which is a lot. But, seeing as I'm wearing Dickies, I'm not taking any nonsense from anyone today. Not this computer keyboard, not from the guy at the Cosi sandwich shop downstairs, not from NOBODY! Not even Bill Meehan, General Manager of Subscription Services here at MVHQ. Because he like to give me a whole lotta guff sometimes. But I'm a no-nonsense Dickies wearer.

Note to commenters: I'm not taking any nonsense today. Yeah, you heard me. I'm a Dickies man. Hear me roar.
POSITION:  No positions in stocks mentioned.
TAGS:  DICKIES, REAL MEN, NO NONSENSE    SOURCE:   New York Times
TICKERS:  NASDAQ:COSI   

TICKERS