History
Dockers' store in _(Spain">Bilbao_( _(Spain">Bilbao_(Spain)">thumb.html" ;"title="Spain).html" ;"title="Spain.html" ;"title="Bilbao ( Bilbao_(Spain)">thumb">230px In_1853,_Levi_Strauss_landed_in_San_Francisco_after_leaving_his_home_of_Bavaria.html" ;"title="Spain">Bilbao (Spain)">thumb">230px In 1853, Levi Strauss landed in San Francisco after leaving his home of Bavaria">Spain">Bilbao (Spain)">thumb">230px In 1853, Levi Strauss landed in San Francisco after leaving his home of Bavaria. After getting his business going, he resumed selling goods to the American people. Some of the goods he sold included clothes and footwear. Dockers emerged as one of the largest boat shoe manufacturers in the Northwestern United States, for people to wear shoes on the dock. Still in the early 1900s, khaki color chino cloth trousers, known as "khakis", become domestic and are worn for “classier” occasions. All the while, undergoing a few label changes. 1916 marks the creation of the label ''Levi Strauss Make'', which khakis then fell under. In the 1920s, Levi Strauss and Co. began producing women’s khakis made specifically for outdoor activity and comfort. By the late 1920s, khaki underwent another label change and now falls under the “Two Horse Brand”. in 1963, the company opened its first warehouse below theCost
A 1996 study concluded that a pair of Dockers pants often had a price range of $50-$80 per pair. A study in 2014 compared older prices to more current prices within the Dockers label. A 2014 article argued that in 2014 a pair of Dockers pants sells for roughly $140 and a long sleeve shirt reaches prices as high as $120. In 2012, 27.9 percent of respondents who came from a household where the annual income was $200,000 or more stated that they owned Dockers brand apparel, accessories, and footwear.2009 change of focus
In 2009 Dockers as a company moved away from their basic khaki pants and tried to become a more diversified brand. They overhauled their corporate structure and product assortment in a strategy to try to revitalize their core competency, the khaki pants. According to Jim Calhoun, former president of Dockers, “The brand is going back to focusing on what we do best: khaki pants for men." Dockers is trying to boost the selling of khaki pants, as it is a declining product among consumers. The reason for this decline in sales is the fact that people view khakis as a more corporate and office article of clothing. The brand tried to revamp the pants by new marketing strategies. They emphasized the "Dockers lifestyle" by showing ads depicting the various products for work, dress, casual weekends, and golf. According to Levis' global chief marketing officer Jen Sey, the global vice president of marketing for Dockers, “we lost our focus by going after women and trying to incorporate head-to-toe dressing."2010 campaign
In January 2010, the Dockers brand launched a cross-channel advertising campaign with the tagline "Wear The Pants." The campaign premiered during theReferences
External links
* {{Official website, www.dockers.com Clothing brands of the United States Shoe companies of the United States American companies established in 1986 Clothing companies established in 1986 Companies based in San Francisco Levi Strauss & Co. Products introduced in 1986