Dockers SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 1996
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SWOT Analysis of Dockers with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Dockers

Parent Company

Levis Strauss and Co.

Category

Footwear and Apparel

Sector

Lifestyle and retail

Tagline/ Slogan

Wear the Pants

USP

Authentic Khaki

STP

Segment

Premium clothing segment

Target Group

Young men and women form the upper class

Positioning

Reemergence of Masculinity

SWOT Analysis

Strengths

1.A strong parent brand to back it up
2. Financial Strength is more and hence can experiment
3. Strong Distribution System
4. Innovation is the Point of Difference
5. Globally recognized and avilable brand of khaki garments and other accessories

Weaknesses

1.Brand dilution due to shift of focus from 25-49 to the youth
2.Pants market is a niche market which keeps the potential market small

Opportunities

1.Fast growing casual wear
2.Changing cutomer behavior and experimental generation
3.Increasing disposable income and awareness of fashion trends

Threats

1.Competitive Market due to international players
2.Product substitute available
3. Fake imitations and replica products affect brand image

Competition

Competitors

1.Gap
2.J.Crew



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