sic blue-collar clothing brand has ended its relationship with AOR Creature Seattle after four years and could soon launch a creative review.

1. NEW BUSINESS PITCH
Quality Workwear and Apparel

2. NAME
Dickie’s Leaves
Creature Seattle
BRAND PITCH TYPE
Creative Work
MARKET
United States
DATE
March 15 , 2016
The Data You Need to Win This Pitch
th
DESCRIPTION
Dickie’s, a longtime favorite of factory workers and skate punks everywhere, may soon be looking for a new ad agency
partner. The classic blue-collar clothing brand has ended its relationship with AOR Creature Seattle after four years and
could soon launch a creative review.

3. Client Profile / Market
C.N. Williamson and E.E. "Colonel" Dickie began their business careers in
the "vehicle and harness" business in Bryan, Texas in 1918. They and a
few friends established the U.S. Overall Company, and in 1922, C. Don
Williamson joined with his father and cousin to buy 100% of the overall
company on a one-third-each basis, renaming it the Williamson-Dickie
Manufacturing Company.
From its early years, Williamson-Dickie enjoyed steady growth, slowed
only by the Great Depression. During World War II, the company produced
millions of uniforms for the nation's armed forces. In converting to civilian
production after the war, C. Don Williamson began a strategy of
geographical expansion and established new production facilities,
warehouses, and sales territories throughout the United States. In the late
1950s, Williamson-Dickie became an international company and is
currently sold in all 50 U.S. states and throughout the world in countries
such as Saudi Arabia, South Africa, Australia, Russia, Chile, South Korea,
Japan, Iceland, Canada, Germany, France, Italy, Croatia, Poland and
Mexico.
FINANCIAL OVERVIEWCOMPANY BACKGROUND
MAIN COMPETITORS
2015 Sales (mil)
2015 Employees
Employee Growth Percent
Assets (mil)
Net Income Growth Percent
Sales Growth Percent
2,422.175
5.300
NA
NA
NA
NA

4. APPAREL RETAIL SALES GROWTH 2012 - 2013
MenWomen
Men’s apparel sales growing faster than women’s
Men’s apparel retail sales reached $60.8
billion in 2013, a 5 percent increase over
the $57.8 billion generated in 2012,
according to The NPD Group, a market
research firm. By comparison, the U.S.
women’s apparel market grew just 4
percent with sales of $116.4 billion dollars.
5%
3,75%
2,5%
1,25%
0%
3.80%
5.00%

5. Shopping: A Millennial male’s passion
38% 10%
Thirty-eight percent of Millennial Males
shops for clothes twice a month, whereas
only 10 percent of Non- Millennial males
shop as often.
Millennials buy more frequently and spend
twice as much on apparel per year as
previous generations.
% OF CONSUMERS SHOPPING FOR CLOTHES TWICE A MONTH
Millennial Males Non Millennial Males
2x
Male Millennials spend
twice as much $$$ on
apparel per year as men
of previous generations.
Boston Consulting Group

6. INTERESTS AVG. ANNUAL SALES GROWTH
Online sales generate growth
GROWTH IN ONLINE SALES FROM 2010 TO 2015
Men’s Clothing
Groceries
Shoes
Health products, vitamins, supplements
Computer & tablets
Cosmetics
Beer, wine & liquor
INTERESTS AVG. ANNUAL SALES GROWTH
Men’s Clothing
Groceries
Shoes
Health products, vitamins, supplements
Computer & tablets
Cosmetics
Beer, wine & liquor
PROJECTED GROWTH IN ONLINE SALES FROM 2015 TO 2020
The growth is expected to continue and by 2020, analysts from Ibisworld
predict growth of 14.2%
Online sales of Men’s clothing registered double digit growth,
outpacing more popular items like beer and electronics.

7. The rise of new trends
THE LUMBERSEXUAL THE ATHLEISURE
Bearded
Flannel - Wearing
Outdoorsy
looking
Comfortable
Sporty
Expresses a
lifestyle

8. LUMBER SEXUAL
• • •
Recent efforts by the company (along
with competitors like Carhartt) appeal
to a younger, hipper audience.
- Adage.com -
• • •

9. Lumbersexual 101
• Beard Care: Importance of the beard.
• Bold Beanie: A fashion staple.
• Pullover fleece
• Flannel Shirt
• Vintage-styled tee
• Vest
• Distressed Jeans
• Hiking / Climbing / Working Pants
• Hiking Boots
MOTOR
DRINKS
OUTDOOR ACTIVITIES
TECHNOLOGY
PASSIONS

10. Lumbersexual 101: The Value of the Beard
Men’s grooming market
to hit $6B by 2017.
41% of social conversations
about lumbersexuals is primarily
related to their beards.
“For the first time in history,
men spent more cash
on male-specific toiletries
than on shaving products.”
- IndependentRetailer.com -

11. TATTOOS
Are sported by many
lumbersexuals.
“Inked” and “Freshly Inked” are
among their favorite magazines.
PLAID SHIRTS
The plaid shirt market grew 65% in
2015.
- Edited.com
BOMBER JACKETS
Arriving in the US and UK in Spring
‘15 grew, this trend grew 128%
compared to the year before.
Lumbersexual 101: Personal Style

12. MOTOR DRINKS OUTDOOR ACTIVITIES TECHNOLOGY
Lumbersexual 101: Passions

13. DICKIE’S AUDIENCE
CROSSOVERS
TOP SOURCESTOP BRANDS
Lumbersexual 101: Motors
MOTORCYCLES
190.2
( popularity index )
MOTOR LOVERS
188.7
( popularity index )
They are motor lovers too
(Pop. Index: 185.6)
They spark high interest on
Motorcycles (Pop Index: 193.4)
Indian (159.6) & Harley Davidson
(159.1) are highly relevant
Bike Exif (R 150.5) is among the top
news sources

14. DICKIE’S AUDIENCE
CROSSOVERS
BEERS
179.1
( popularity index )
TOP SOURCESTOP BRANDS
LIQUORS
177.8
( popularity index )
Lumbersexual 101: Drinks
Alcoholic Beverages are popular
(Liquors 181.6 | Beer 170.9)
They over index on Liquor and under
index on Beer, compared to
Lumbersexuals
They prefer other beer brands.
(Pabst Blue Ribbon 157.2 | Coors
Light 152.6 | Corona 150.9)
Midnight Moon Moonshine (151.3)
and Jagermeister (150.4) are not the
favorite liquor brands, but still
relevant

15. DICKIE’S AUDIENCE
CROSSOVERS
BACKPACKING
188.7
( popularity index )
TOP OUTDOOR ACTIVITIES
174153134117102
0.14% 0.30% 0.47% 0.63% 0.79%
POPULARITY
BACKPACKING
MOUNTAIN
BIKING
HUNTING
REACH
Lumbersexual 101: Outdoor Activities
CANOEING
SURFING
They enjoy Outdoor activities
(Outdoor Lovers 180.2)
They don’t resonate with backpacking
activities (15.9 Pop)
Mountain Biking scores very low in
popularity index (3.4)
Hunting is highly popular (189.8)

16. SHARING
CONTENT VIA...
TOP BRANDS
NERDS
128.8
( popularity index )
Lumbersexual 101: Technology
“He looks like a man of the woods, but works at The
Nerdery, programming for a healthy salary and benefits.
His backpack carries a MacBook Air, but looks like it
should carry a lumberjack’s axe.”
- Gearjunkie.com -
24.3%
23.2%
19.4%
9.7%
Android
Mobile Web
iPhone
Desktop / Web
DICKIE’S AUDIENCE
CROSSOVERS
They are interested in GoPro too
(R 152.0)
They are definitely not interested in
DJI (R 25.3)
Both audiences are interested in
vintage music items produced by
Crosley Radio
(147.2)
They can’t be defined as nerds. This
psychographic trait scores poorly in
popularity (7.0)

17. 65%
LUMBERSEXUAL
Dickie’s - Lumbersexuals
Adherence
Dickie’s audience
share 65% of the
Lumbersexual’s
favorite interests and
passions.

18. CONSUMER
INSIGHTS SUITE
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