Casual mainstay Dockers is getting a refresh and leading the effort is the brand’s new chief executive officer Natalie MacLennan.
just before the pandemic and left the company recently. He is now interim executive president of the Olympique Lyonnais football club. “In my previous role [as vice president of global retail, e-commerce and licensing at Dockers], we spent a lot of time and attention really digging into what made sense and what would drive the brand forward,” she said.
“I led that strategy development, and I still believe it’s the right approach,” MacLennan said. “For the most part, it’s all about flawless execution and managing the team in a way that achieves success. But there are a few areas that we can tighten up, including our target age group. We realize that, while our product is resonating with the 20-, 30-year-old demographic, our brand awareness among that group needs work.
Dockers’ current ambassadors range from ballers to bikers to skaters and include Jordan Poole, Matthias Dandois, Johny Salido, Gaël Monfils and Lil Dre. Maud Le Car is an ambassador for the women’s line, which currently accounts for a low-single-digit piece of the business, but Dockers is looking to keep growing with women as it expands internationally and brings in younger shoppers. The brand is also doubling down on its direct-to-consumer business and its international growth with plans to open more than 30 stores this year, mostly across Europe and Latin America with two new doors in the U.S.
“This is an especially important strategy for reaching younger generations, who crave both a physical and online shopping experience,” the CEO said.
日本 最新ニュース, 日本 見出し
Similar News:他のニュース ソースから収集した、これに似たニュース記事を読むこともできます。
Former Safta chef opens fast-casual Mediterranean restaurant in LoHiThere are three styles of pita sandwiches, like the indulgent harissa aioli, fries, feta, Israeli salad and lettuce sandwich, and four signature salads, including a classic Greek or Fattoush salad, with your choice of protein
続きを読む »
Natalie Lee Gives Up Dating Reality Stars After Post-'LIB' RomanceLove Is Blind's Natalie Lee opened up about dating fellow reality stars after calling it quits with former fiance Shayne Jansen in 2022
続きを読む »
The “Scammer” and the ScammedAfter Natalie Beach published an essay about ghostwriting for Caroline Calloway, the two women became, as Beach later put it, “the main characters of the internet.” Now each has written a memoir touching on the experience.
続きを読む »
Remembering Natalie Wood on Her 85th Birthday: A Glamorous Life, and a Mysterious Death After Boat AccidentSome celebs achieve strange immortality because they died young, beautiful and under mysterious circumstances. There have been years of conspiracy theories about Marilyn Monroe, Princess Diana and …
続きを読む »