Dickies announced it is relocating its New York City showroom. The new space, located at 1400 Broadway provides approximately 4,000 square feet of usable space. The newly renovated space is expected to open in mid-November 2009.
Dickies` showroom move is part of an overarching brand initiative to communicate the breadth of its product offering and marketing initiatives to its channels of distribution.
“The Dickies brand has moved beyond its work wear heritage to appeal to individuals with an independent spirit and uncomplicated sense of style,” said Tad Uchtman, senior vice president of marketing, merchandising and licensing for Dickies. “Because New York is at the heart of the fashion and apparel industry, it`s vital for us to have an iconic showplace in the market to bring our brand vision to life as we work towards what consumers have told us is a very promising future.”
Dickies conducted thorough consumer research over the past several years to better understand the brand`s reach across the apparel and accessories industry.
The company said the findings demonstrated that the Dickies brand is sought out by a broad spectrum of consumers because of the durability, quality, value and innovation inherent in each piece of Dickies apparel. The evolved breadth of product offerings plus the company`s no-nonsense, unpretentious image appeals to customers from the typical American working hero to cubicle workers and fashion opinion leaders. As a result, demand for Dickies crosses generational and socio-economic boundaries, whether found in the closet of a musician, construction worker, nurse, college student or weekend warrior, to name a few.
The new showroom space will be utilized for market weeks, special events, retailer meetings and other company needs.
