Since 2010, our Dockers wholesale agency of record status has seen us produce a variety of initiatives across the full spectrum of digital channels with one goal: to help people find the perfect pair of khakis.

Dockers Client Brand

The Challenge

In a crowded marketplace, with an increasing number of competitors, Dockers has to fight hard to remain the number one name in khaki. And as a predominantly wholesale-driven brand, it is imperative that each consumer touchpoint reinforces their brand values, but continues to drive home product features and benefits.

The Strategy

Our extremely agile team continues to produce a range of online shop-in-shops and digital tools that reinforce the functional benefits of the product while driving the emotional bond central to sales success. We help feed these optimized sales channels via an ever-evolving stream of marketing vehicles – from email, interactive banner campaigns, on-site marketing, and social activations.

Wholesale Activation

As with our other retail clients, IRON helps brands evaluate opportunity, build equity, and drive performance across the Amazon marketplace and beyond.

Since 2009 we have designed dozens of branded digital “Shop-in-Shops” on the nation’s leading e-commerce sites. And we’ve developed assets and campaigns that activate the entire wholesale customer journey: from email to digital ads and from brand stores to A+ PDP content.

Dockers Client Wholesale
Dockers Client full image

Product Launches and Seasonal Campaigns

Generating demand is a crucial part of our retail team’s work. Whether helping Dockers launch a new product or celebrating a critical selling season, we amplify the brand voice across countless touchpoints.

For the launch of Dockers Smart 360, we created over 100 digital assets, updated all product display pages (optimizing for mobile), supporting half a billion impressions along the way. That success continued with the creative refresh the following year.

DOC Client Smart360 1
DOC Client Smart360 2

Finding the Right Fit

Without the ability to try them on, buying pants online is a challenge. To help the digital consumer we’ve designed a variety of Fit Finder tools that utilize video, 360º animations, and multiple product views all in pursuit of the perfect digital shopping experience.

Dockers Fit story 1
Dockers Client Fit 2

Social Proof

We routinely create photographic content, animations, and video for our retail clients’ social channels. The goal is to elevate the brand voice while remaining true to the medium and to the intended audience.

Dockers Social story 1

The Results

Our joint success has resulted in a 10+ year retainer relationship that puts us at the heart of the digital marketing mix and has made us instrumental in enhancing the wholesale-retail sales experience. We’re proud to wear the pants.


Years as wholesale
agency of record


Assets produced
in 2020


Increase in PDP