Dockers SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 3329

SWOT Analysis of Dockers with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Levis Strauss and Co.


Footwear and Apparel


Lifestyle and Retail

Tagline/ Slogan

Wear the Pants


Authentic Khaki

Dockers STP


Premium clothing segment

Target Group

Young men and women form the upper class


Reemergence of Masculinity

Dockers SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Dockers :

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


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


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


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

Dockers Competition


Below are the 2 main Dockers competitors :


The brandguide table above concludes the Dockers SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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