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Los Angeles –
San Francisco-based company Dockers has recently started to expand its
retail categories. After establishing itself as a solid brand, Dockers has
now ventured into creating more of a lifestyle brand.
The brand has retailed more than its iconic pants and bottoms including
suitcases, intimates, jackets, and more. The idea of adding on these other
areas of fashion include catering to the Dockers customer. “We know the
customer, even more than in the past, is shopping head to toe,” Kristin
Kulp, Dockers’ vice president of global merchandising, told WWD. By
incorporating accessories and add-on’s besides apparel, Dockers can create
more of that “whole look” for its consumers.
Known for its pants, the brand has created a name that has grown over the
past 30 years. The new lifestyle options prove the brand’s overall growth
and success. Dockers is mostly incorporating accessories and pieces that
will complement the brand’s four essential pants: The Clean Khaki, The Best
Pressed, The Jean Cut, and The Broken In. The brand will be also
incorporating belts, ties, swimwear, shoes and wallets.The brand’s new
lifestyle items will be retailed under the Dockers name at Kohl’s J.C.
Penney’s, Macy’s, and more.
Photo: WWD