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The initial phase of the project has been to conduct an overview of the firm’s current positioning and communications activity. These findings have then informed an ongoing development programme and a revised proposition that will be based around the campaign theme ‘100% Dickies’. The core messaging of the campaign stems from the fact that the company is the only place offering the full product range, where all items are 100% guaranteed and whose staff is 100% knowledgeable.

A series of additional collateral and support materials will also be devised over the coming months. However, the first immediate deliverable is a new e-marketing campaign strategy that aims to update the brand’s 30,000 subscribers on a twice monthly basis. Front will design and build the templates and then have quarterly planning and monthly tactical meetings to agree messaging and content for each one before they are populated and distributed to the database.

Sam Stewart, senior account manager at Front said; ‘Dickies is one the most recognisable brands in the work-wear sector. It has been a firm favourite for many years so we are immensely excited to be working with Dickiesstore.co.uk to drive general awareness, to increase average order spend and to encourage return business to the site.’

John Macknay, managing director at Dickiesstore.co.uk, commented; ‘As a business, we are immensely proud of our position in such a competitive marketplace. Our reputation and staff are the corner stones of the business and we are sure that Front’s experience will help us meet our goals.’