Dockers will showcase its line of Alpha khaki men’s pants at a series of in-store events hosted by Canadian retailer Roots this Saturday, Aug. 27.
The events will take place at five Roots locations, one each in Toronto, Halifax, Calgary, Vancouver and Montreal. Male customers are asked to enter the participating outlets, drop their pants in the storefront window and try on a pair of Alpha khakis in front of passsersby.
The first 50 men to do so between 12-4 p.m. receive a free pair of Alpha khakis. The pants they walk in with and “drop” will be donated to Goodwill.
Jennifer Ligotti, Dockers’ Canadian marketing manager, said the promotional events are an effective way to get Canadian men to try on Alpha khakis, a product that takes many of its design cues from denim jeans.
“We literally want to get men into the product,” said Ligotti. “It’s a denim alternative and something very different for the Dockers brand, so we definitely want to have consumers interacting with the product.”
Ligotti said Dockers and Roots are supporting the events with Facebook and Twitter posts.
Roots began selling Dockers products in the spring. Alpha khakis have been available since late July.
