Section 1, (9/6/2013)

Dockers: Creating a Sub-brand (Case Analysis)

MKT 440 -Brand Management 440

Name(s):_______________________________________________________
Question Team Response (Example Answers)

a
1. What led to the introduction of Dockers pants -Decline in purchases of jeans by core customer base (baby boomers: ages 25-

vi
by Levi Strauss & Co. and what gap in the 49).
- Male baby boomers needed a pant for both professional and leisure
marketplace did the product fulfill? Who was
activities.

d
the target market for Dockers? - Market Opportunity: casual pant market (no dominant brand leader), new

e
casuals (gap between jeans and formal pants).

ar
- Target Market: Male, Baby Boomers (ages 25-49), white collar,
metropolitan/urban.

sh
2. How would you characterize the Dockers - Image: durable, authentic
brand image? How has Dockers positioned - Positioning: pants for various occasions (work and weekends); quality and
durable; moderate to upper-moderate pricing; casual, comfortable, stylish

as
itself in the marketplace (i.e., points-of-
pants.
difference)? How has the Dockers brand - Leveraged Levi’s positive associations but also created some

w
leveraged associations with the Levi Strauss & distance/autonomy for the Docker’s brand. Ads were used to convey high
Co. brand? quality link to Levi brand name and heritiage to build credibility for the new

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Dockers pants.
3. Describe some of the changes in Docker’s
brand elements (i.e., name, logo, symbol, co rc - The Docker’s brand elements and advertising were repositioned and
modified over time to make the product more attractive to consumers who
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desired a more youthful image.
slogans/taglines) and advertising campaigns
- Consistent message in ads of product being durable and authentic.
since its debut. Has the company maintained a
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consistent enough marketing message?

4. Describe some of the challenges that Dockers - Challenge: Attracting younger more style-conscious consumers
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faced in appealing to consumers. How did - Response: released more stylish products, revitalized brand image through
repositioning advertising message and brand elements. Expanded product line
Dockers respond to these challenges?
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by including women’s clothing and licensing the brand name.

- Did the Docker’s brand stretch themselves too far by licensing to product
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lines such as bedding, sheets, towels, bath accessories, luggage, and travel?
is
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 Section 1, (9/6/2013)
- Challenge: Marketing research showed that consumers were not aware of
many of the new products offered by Dockers.

5. Describe some of the challenges that Dockers - Challenge: Slow to adopt the wrinkle-free product trend.
faced from competitors. How did Dockers - Response: released several products that included “hi-tech” attributes such
as the mobile tech pants, stain defender, fade resistant, thermal/perspiration.
respond to these challenges?

a
Were these new products successful?

vi
- Challenge: Increased competition from brands that appealed to the youth
market such as the Gap, Polo, Tommy Hilfiger, Haggar, Abercrombie, and
American Eagle.

d
- Challenge: slow to allow direct-ordering on the Dockers website.

e
6. What major challenges is the Dockers brand - Challenge: Keeping up with changing consumer tastes and shifting fashions.

ar
facing at the conclusion of the case? If you How to make Dockers brand relevant and interesting to consumers?
- Decreasing revenue for several years for the Dockers pants.
were appointed as head of the Dockers brand,

sh
- Intense competition in the apparel industry from youthful brands.
what would be your strategies moving
forward? - Opportunities: online sales growth, global market growth (Asia-Pacific

as
region), brand portfolio and price lining (mixture of premium and discount
brands in the Dockers portfolio sold at exclusive retailers).

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co rc
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