Levi-Strauss Dockers Brand

To establish Levi's Dockers as a major brand in men's casual sportswear, a focused, comprehensive consumer marketing strategy was undertaken targeting white collar working men between the ages of 25 and 49 living in major metropolitan areas (Keller, 2003). In relatively short order, Dockers became a billion dollar brand, achieving this sales plateau in 1993 and accounting for 50 percent or more of casual pants volume in stores where the line was sold.

The success of Dockers represented one of the few positive aspects of the company's business in the late 1990s largely because the company failed to anticipate what the 15 to 24 year-old segment of the market would demand. Levi's even fired its long-time advertising agency, Foote, Cone & Belding, after reviewing their account in 1997, hiring TWBA/CHiatt/Day, which immediately undertook a new advertising and marketing campaign for the firm.

After achieving record sales in 1996, the company experienced a sales slide and a market share drop for the subsequent four years despite

. . .
lems that must be addressed to return to brand to a growth orientation. Specific problems include: 1. The Dockers original brand has been diluted by the creation of numerous sub-brands. 2. The new "fashion-forward" Dockers Recode brand extension bears a greater resemblance to Slates products than the original 100 percent cotton Dockers. 3. The Dockers Mobile Pant, designed for technology-hip customers, addresses a relatively small market share despite the appeal of the product to people carrying mobile telecommunications devices (cellular phones, PDAs, etc.). 4. The Dockers brand, particularly in light of enhanced competition in the casual wear segment from rivals such as Lee and Wrangler and store-brands including those of J.C. Penney, is associated with older consumers and no with younger fashion-conscious trendy consumers. 5. Levi must determine whether or not it should return to its original Dockers concept and accept a limited market share, spin off the brand entirely to refocus on its core jeans business unit, modify existing sub-brands and brand extensions (or eliminate some of the less profitable ones), or develop a new brand line and image to gain market share among younger consumers. Exhibit 1: SWOT Analys
. . .

Some common words found in the essay are:
Mobile Pant, Analysis Scenario, Levi's Dockers, Levi Dockers, JC Penney, Cone Belding, Levi-Strauss' Dockers, Generates Costly, Definition Dockers, Dockers Recode, market share, dockers recode, casual pants, brand extensions, keller 2003, original dockers, recode mobile, dockers brand, swot analysis, brand image, recode mobile pants, river nj prentice, saddle river nj, dockers recode mobile, nj prentice hall,
Approximate Word count = 1220
Approximate Pages = 5 (250 words per page)