NEW YORK — Dockers is introducing a new tiered-label strategy for its golf business for spring ’08, with the revamping of its top-tier Dockers Tour line and the introduction of a Dockers Premium Golf label, which sits just above the core Dockers Golf brand. The initiatives are part of a renewed focus on the golf category, as part of the company’s “four wearing occasions” marketing and merchandising strategy that was launched last year. (The four occasions are work, weekend, dress and golf.)
“Golf is such an important part of our guy’s leisure time,” said Jim Tibbs, senior vice-president of men’s merchandising, design and brand licensing at Dockers. “It’s really an extension of his wardrobe and we have head-to-toe assortments of bottoms, knit tops, layering pieces, vests, jackets, belts, caps and socks.”
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