Dockers wants you to want khakis

Dockers is starting a new campaign called, "wear the pants." The mission is to bring khakis back and market them as "versatile" and "masculine." Dockers, a unit of jeans company Levi Strauss, is aiming to put some life back into the market for their golden pant wear. The global marketing VP and the mind behind the campaign, Jennifer Sey, wants to bring men away from their jeans and back to khakis.

"The brand certainly hasn’t gone away," Sey says. "But the category’s been in significant decline. ... Men are replacing their khakis at about half the rate of their jeans . . . [With the new campaign, we are aiming to position it as] a well-loved and essential item rather than [how it’s perceived now], which is [a pants that’s sold] at a commodity price point, for the most part. We want him to fall in love with khakis again."

BrandWeek has more on the story here.

With new colors, styles, and slimmer, more modern fits, we'll see if the khaki movement progresses. It sounds like Dockers might might a concoction for success, but only the future will tell.