Dockers adds new categories to its brand

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