Brand Management Dockers
Brand Management
Dockers Case Study
1. Describe the broader product-market and competitive offerings for pants at the time of the Dockers launch (What choices did men have regarding pants?). Utilize the CBBE Pyramid to describe the association for the “Levi’s” brand. How did men perceive dress pants (the category) in general?
At the time in which Dockers launched, men had two choices regarding pants, one of which was jeans, another one was dress slacks. However, at that time the “baby boomer” that grew up (25-49 years old) was moving out of the jeans market (means freedom, adventure and independence) and they are seeking for natural fibers. Meanwhile, the dress code at the workplace agrees leisure dressing on Fridays. To meet the needs of its customers, the company decided to create a new product category- “new casuals.” It would still keep the core values of Levi’s – quality, conform and uniqueness and emotional impact, but is good for both workplace and leisure time. Dockers brand was born to satisfy these buyers with its new product, which utilized the comfort and casual feel of cotton, but at the same time is still stylish and unique.
After combining with the CBBE Pyramids scheme, the category identification of Dockers transformed strictly into casual pants; its image is comfortable and relaxing pants, an alternative to traditional dressing for almost every occasion. The association for the “Levi’s brand” is as an extension of the brand, which have same core values-comfort, quality, uniqueness and emotional impact. Meanwhile, it reminds people the connection between Dockers and Levi’s brands, and how the Dockers line was produced by Levi’s with the same strong features as well as quality. The ultimate response by consumers was good, and the end result has led to consumers continually buying these pants due to their brand loyalty.
Men perceive the dress pants as dress slacks for very formal occasions,
Dockers Case Study
1. Describe the broader product-market and competitive offerings for pants at the time of the Dockers launch (What choices did men have regarding pants?). Utilize the CBBE Pyramid to describe the association for the “Levi’s” brand. How did men perceive dress pants (the category) in general?
At the time in which Dockers launched, men had two choices regarding pants, one of which was jeans, another one was dress slacks. However, at that time the “baby boomer” that grew up (25-49 years old) was moving out of the jeans market (means freedom, adventure and independence) and they are seeking for natural fibers. Meanwhile, the dress code at the workplace agrees leisure dressing on Fridays. To meet the needs of its customers, the company decided to create a new product category- “new casuals.” It would still keep the core values of Levi’s – quality, conform and uniqueness and emotional impact, but is good for both workplace and leisure time. Dockers brand was born to satisfy these buyers with its new product, which utilized the comfort and casual feel of cotton, but at the same time is still stylish and unique.
After combining with the CBBE Pyramids scheme, the category identification of Dockers transformed strictly into casual pants; its image is comfortable and relaxing pants, an alternative to traditional dressing for almost every occasion. The association for the “Levi’s brand” is as an extension of the brand, which have same core values-comfort, quality, uniqueness and emotional impact. Meanwhile, it reminds people the connection between Dockers and Levi’s brands, and how the Dockers line was produced by Levi’s with the same strong features as well as quality. The ultimate response by consumers was good, and the end result has led to consumers continually buying these pants due to their brand loyalty.
Men perceive the dress pants as dress slacks for very formal occasions,