Dockers in Focus: Levi Strauss Considers Strategic Options

The storied brand Dockers, once synonymous with casual businesswear, may soon change hands. This has been announced by the parent company Levi Strauss, which is currently conducting a review for the possible sale of the brand. Since their introduction in 1986, Dockers have become a staple in the wardrobes of many middle-aged men and are closely linked to the emergence of "Casual Friday," as Levi Strauss emphasizes. This strategic decision comes at a time when the company seeks to focus more on its core brand Levi's. In the third quarter, which ended in August, Dockers recorded a 15 percent decline in sales compared to the previous year. Levi Strauss's shares came under pressure following the announcement of the business figures and lost 8.7 percent in value in after-hours trading. Additionally, Levi Strauss has revised its revenue expectations for the full year downwards. The company now anticipates a sales growth of only one percent, after previously estimating an increase between one and three percent. These developments underscore that the storied jeans manufacturer faces significant challenges.