Dockers SWOT Analysis, Competitors & USP

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

SWOT analysis of Dockers analyses the brand by its strengths, weaknesses, opportunities & threats. In Dockers SWOT Analysis, 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. Dockers is one of the leading brands in the lifestyle and retail sector.

The table below lists the Dockers SWOT (Strengths, Weaknesses, Opportunities, Threats), top Dockers competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Dockers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Dockers Brand 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

SWOT Analysis of Dockers
Dockers Strengths

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

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

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 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 Competition
Dockers Competitors

Below are the top 2 competitors of Dockers:


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.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Dockers. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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