Dockers SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

Dockers SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Dockers, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Dockers to benchmark its business & performance as compared to the competitors, and make strategic improvements. Dockers is one of the leading brands in the lifestyle and retail sector.

The article below lists the Dockers SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Dockers SWOT Analysis:

SWOT Analysis of Dockers

For Dockers, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Dockers Strengths

The strengths of Dockers looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the 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

Dockers Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Dockers SWOT Analysis:

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

Dockers Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Dockers SWOT Analysis:

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

Dockers Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Dockers are as mentioned:

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

Dockers Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 2 competitors of Dockers:


Hence this concludes the Dockers SWOT analysis.

Continue reading more about the brand/company.

About Dockers

Dockers Overview
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 Market

Young men and women form the upper class


Reemergence of Masculinity

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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