Interior of a Dockers® retail store


How Dockers® is Reaching New Audiences: An Interview with New CEO Natalie MacLennan

Levi Strauss & Co.
July 20, 2023

Established nearly 40 years ago, the Dockers® brand exploded in popularity with consumers across America in the late ‘80s and ‘90s as it casualized the workplace. Now, under the guidance of its recently appointed CEO Natalie MacLennan, the brand is on a mission to update its aesthetic and expand its reach, capturing new audiences around the world and across younger generations.

“When it first debuted, Dockers® sparked a revolution in the way millions of men dressed, shifting from the standard issue suit to a more casual look,” said Natalie, who took the helm as Dockers® CEO this past May. “As we become a head-to-toe lifestyle brand that’s relevant for a broader set of consumers and everyday wearing, it’s critical we expand our consumer base to ensure our next 40 years are just as successful as our early days.”

The brand is now undergoing a massive transformation to share its “California Point of View” aesthetic — which is more laid back, sunny and timeless — with a younger audience, both in the U.S. and abroad. To activate this strategy, Dockers® is focusing on refreshed marketing and distribution channels as well as innovative products and categories that go beyond men’s khakis, like men’s knits and woven shirts and a new women’s clothing line. The brand is also leaning into trends that match its DNA, including “versatility” — meaning the outfit you wear to the office can also be worn to hang out with friends or explore a new city — and throwback styles, such as looser clothing and our vintage offerings.

“As we introduce Dockers® to consumers in their 20s and 30s, the brand really resonates with them. They love our authentic retro styles, including a vintage line, and our nods to utilitarian dressing and streetwear,” said Natalie. “We’re seeing that the same style that might work on a 70-year-old man, like our Signature Khakis pleated loose fit pants, also really works for a 20-year-old skateboarder.”

Dockers® has also doubled down on its direct-to-consumer (DTC) and international growth strategies. The brand has pledged to open over 30 company-operated retail stores this year, with the vast majority opening across Europe and Latin America and two in the U.S. Brick-and-mortar stores help bring our “California Point of View” to life for new shoppers, which is especially important for younger generations, who crave both a physical and online shopping experience.

The brand’s digital presence is playing a critical role in its growth strategy as well, since is a key stop and often a final destination in a young consumer’s shopping journey. Dockers® is also gaining awareness with younger generations through influencers and social media platforms like TikTok, as well as partnering with specialty retailers that appeal to both men and women, including younger age groups.

“ is extremely helpful for winning over the youth audience, as we can show them that we are the authority in khaki with a vast array of fits and styles, and that we have great curated lifestyle collections that range from accessible to more premium price points,” said Natalie.

As Dockers® continues to transform and grow, it’s staying true to its roots as a democratic brand, prioritizing reaching more consumers through more channels than ever before. It’s a mission Natalie believes in passionately.

“We believe in the incredible opportunity ahead for the Dockers® brand. The team is highly energized to reach new consumers while continuing to deliver products that existing consumers love, across geographies and through our DTC channels,” she said. “There is something magical here, and I feel it in our strategy taking hold.”

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