Levi Pants vs. Dockers Pants

Levi Pants vs. Dockers Pants Levi Strauss & Co. It is one of the largest companies in the business sector, headquartered in every continent, selling its most important products and clothing. Their most popular items are Levi Jeans and Dockers Khaki. Levius Strauss It is a very successful company dedicated to researching the needs of people, selling their products, distributing and promoting them. The purpose of this report is to analyze various marketing mixes and it is possible that Levi Strauss may even be the same marketing mix that it applies to both products.

A few years ago, Dockers did not work well, Levi Strauss, who owns this brand, tried Dockers but it did not succeed. The khaki pants are very popular, so the company has risen in the 1990s. As time went by, however, the pants lost support of consumers, as the competition of competitors also started selling khaki pants. Therefore, Levi Strauss was obliged to return to the drafting board. The company immediately decided to hire John Goodman as president of the US Dockers division. Expansion of Goodman dock workers from sale of only khaki to sales of other products such as shirts, blazers, sweaters, it has also become a female fashion entrant. Dockers also began offering four costumes (work, weekend arrival, dressing up, golf) for Dockers menswear. These products are sold like this (Freeland 2003).

In order to establish the leading position of casual fashion, Levi 's Dockers® was released. Unlike casual pants, this is positioned as a pair of new men's pants formal than jeans. It is also designed to meet the unmet needs of the men's trousers market and appeal to the fashion needs of the baby boomers generation. To build Levi's Dockers' new casual collection LS & Co. To determine the main target distribution channel, we will focus on distribution at department stores and chain stores. Most of them are men from 25 years old to 49 years old, with one-third of trousers sold.