Strategic branding consultancy KSDP has rebranded Levi’s-owned fashion brand Dockers’ European retail format. It will launch as a shop-in-shop outlet at London department store Selfridges on Saturday.
The Netherlands-based design consultancy was commissioned to produce the new concept in an effort to give Dockers a greater unisex appeal.
The Dutch clothing company has 22 franchised stores and a further 250 concessions throughout Europe, all of which will be revamped over the next six months.
A clean and spacious layout has been developed by KSDP, using brushed aluminium hanging rails. A palette of white, cream, sand and khaki is enhanced with lighting on translucent and transparent surfaces, creating a backdrop for in-store graphics.
“The new retail concept brings the customer into interactive contact with Dockers products, encouraging satisfaction on both a practical and emotional level,” explains KSDP Amsterdam managing director Richard Roolvink.