Dickies Launches Search For ‘Real’ Models
Global workwear brand Dickies has launched a search for ‘real’ tradespeople to model its clothing and footwear, in a break from traditional workwear advertising. Photography will be shot on site at their place of work – or within a typical working environment – and images will be used in print advertising, brochures and flyers, plus in social media activity. Content will be focused on their passion for their jobs and how their workwear supports them on a daily basis. “Dickies is designed and made for real tradespeople, so it makes sense to use those who rely on our workwear to model our ranges,” said James Whitaker, Marketing Director for Dickies. “We are striving for our advertising to be authentic. We don’t mind if our ‘real’ models have pot bellies, tattoos, yesterday’s stubble and there is no age limit! We hope that showcasing our workwear on other tradespeople will resonate well with our customers.” Those who wish to put themselves forward for consideration are invited to apply via email to: dickies_models@vfc.com, using the subject line ‘Make me a Dickies model’. Applicants should include a photo, plus their name, age, location, measurements and their trade. The Dickies marketing team will select a range of tradespeople of different ages from across the country. Dickies will visit and photograph/film each model in their place of work. The campaign will run throughout 2018 and beyond. www.dickiesworkwear.com
Who do you trust? Electricians come top of Which? Trusted Traders survey
Roofers and builders are considered the least trustworthy tradespeople, while electricians are the most likely to inspire confidence, according to new research from Which? Trusted Traders. The survey has revealed that four in 10 (38%) householders do not trust builders and roofers when employing them for the first time, making these trades the least trusted for domestic building work and repairs. In stark contrast, eight in 10 (80%) of those surveyed said they trusted the electrician they called in to make repairs and improvements in their home. Central heating engineers were also widely trusted, with three quarters (75%) feeling confident that they would do a good job. The survey also asked people about their biggest worries when hiring a tradesperson, revealing that the largest concern was that they would not turn up at the agreed time, which was cited by six in 10 (62%). Poor workmanship and being taken for a ride were other top concerns, with over half (55%) worrying that a trader would do a bad job and a similar number (46%) anxious that they would be ripped off. Raj Kakar-Clayton, Managing Director of Which? Trusted Traders, said: “It can take a lot of trust to welcome a trader into your home, particularly if they’ve never worked for you before. Take the stress out of home improvement by reading online reviews, asking for references and making sure you have a contract in place before the job starts.” Advice from Which? Trusted Traders Be clear about the work that you want completing and ask for quote, rather than an estimate. Always ask for references when employing a new trader. Get a contract in place to protect you in the event of a problem. Membership of a trade association isn’t a guarantee of a good quality trader but it’s generally a sign that a trader wishes to work professionally. Find a Which? Trusted Traders endorsed trader in your area by using the straightforward search function on our website. For more advice on hiring Trusted Traders, please click here A full list of net trust in tradespeople Electricians – 80% Central heating engineers – 75% Plumbers – 73% Carpenters – 72% Decorators – 70% Plasterers – 68% Glaziers – 65% Mechanics – 64% Tilers – 61% Kitchen fitters – 58% Builders – 53% Drain and sewer services – 50% Roofers – 48%
