Levi’s casual brand Dockers Europe has promoted retail director John Vance to its top European marketing position as part of a reshuffle of its Amsterdam-based team.
Vance took over the role of brand director on February 3 and will now be responsible for marketing alongside brand marketing manager Grace Pardy, who will focus on above-the-line advertising. Scott Otto, a senior marketing manager, has become communications manager and will report to Pardy.
The reshuffle follows the departure of brand director for menswear John Kelly, who has joined the Levi Strauss & Co head office in San Francisco, and brand director for womenswear Alessi Mantovarni, who has left the Amsterdam team to work at the Brussels office.
Dockers is also gearing up for the launch of its first above-the-line advertising campaign since 2000. The promotion is due to break in the UK on March 3 and has been created by Bartle Bogle Hegarty, which also works on the Levi’s account.
Earlier this month, Dockers announced it was launching a range of bags and small leather goods after signing a licensing agreement with manufacturer Brington Industries.
It also launched a range of anti-radiation clothes last year for people concerned about mobile phone radiation. The S-Fit trousers, complete with anti-radiation pockets, are due to hit the shops later this year (MW September 12, 2002).