Industry Eye: Prospecting - Dockers' All-Channel Kick in the Pants

Social media: The Pantsformation email and Dockers website invited consumers to follow Dockers on Twitter and Facebook. Its Facebook page has 12,000 fans and a video, "An Emasculating Truth," about the fall of testosterone in American men. The next tab over shows another dose of Pantsformation and a link to Esquire picking Dockers soft khakis as the No. 1 must-have item for 2010. Dockers' 
@WearThePants Twitter handle similarly works to associate khakis with manliness and manly fashion, as well as drawing attention to khakis in the news and famous men wearing them. —Thorin McGee