Iconic apparel brand under Levi Strauss & Co, founded in 1986, Dockers is transforming its operations to appeal to millennials and Gen Z. 

Over the past few years, the brand has been expanding its customer base to target the 25-to-35 age demographic. It has also been updating styles and embracing Dockers' vintage roots while introducing minimalist yet comfortable clothing options. 

Dockers has revamped its product range by introducing a range of bottoms and tops crafted from comfortable fabrics, catering to the preferences of younger consumers.

The brand has ramped up its e-commerce efforts and expanded its global retail footprint by opening stores worldwide. Besides, it has unveiled a new marketing campaign, ‘Living Original,’ featuring a diverse lineup of ambassadors, including model Taylor Hill and NBA player Jordan Poole. The campaign showcases how classic khaki pants can be styled with contemporary staples like sneakers, denim, and button-downs, resonating with the fashion sensibilities of younger generations.

The brand's transformation journey began four years ago with the goal to broaden its appeal and position its products as trendy and versatile options for casual wear, emphasises Natalie MacLennan, CEO of Dockers. 

To achieve this, Dockers is leveraging various sales channels, including new wholesale partnerships and its direct-to-consumer platform. The brand's international expansion efforts, particularly in markets like southern Europe and Mexico, have been instrumental in driving sales growth.

In line with its efforts to appeal to younger consumers, Dockers is tapping into the trend of secondhand fashion through a vintage-inspired collection and collaborations with influencers like BMX world champion Matthias Dandois. This approach aligns with the brand's overarching goal of modernising its image while staying true to its khaki roots.