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VF Corp’s Dickies Plans U.S. Workwear Revival to Boost Struggling Business

VF Corp will go back to its footing.
ShreddER August 10, 2024
Guy Mariano on Dickies
@dickies.com

VF Corp’s Dickies brand is grabbing attention because it's aiming to come back strong in the U.S. after dealing with some tough times.

At a recent earnings conference, VF Corp's CEO, Bracken Darrell, talked about the brand's recent difficulties and discussed their plan for getting things back on the right track.

UBS Managing Director Jay Sole asked Darrell for his thoughts on Dickies' future, and Darrell didn't hesitate to share his insights.

He said that Dickies had a tough time in the U.S. because they made a bunch of mistakes. "We tried to turn Dickies into a super fashionable brand in the U.S. way too fast," Darrell confessed. While this change worked okay in other countries, it didn't click with American customers. Instead of getting new customers, the brand had trouble keeping its usual workwear customers.

Basically, Dickies lost its touch by moving too quickly in a direction that didn't match its established identity. This hurry to change the brand caused a disconnect with the loyal customers who had always valued Dickies for its tough and practical workwear.

Dickies jeans
@dickies.com

Despite these challenges, Darrell is hopeful about Dickies' future. "Dickies is an awesome brand with a strong reputation," he said. "It's a well-known name with a lot of potential."

The plan now is to get back to the basics that made Dickies a household name in the first place.

VF Corp is refocusing on its core workwear business, aiming to reconnect with the brand’s original audience and restore its standing in the U.S. market.

Darrell recognized that even though this will take some time, the dedication to bringing Dickies back to life is absolute.

Darrell’s message was clear: although Dickies has faced some bumps along the road, the brand’s core strengths remain intact.

The company thinks that by focusing on its workwear roots and learning from past mistakes, Dickies can get back on track and start growing again.

For those who've been missing Dickies’ classic workwear, there's some good news coming up. The brand is working on making a comeback by blending its rich history with a fresh approach to meet today’s needs. Be on the lookout for updates on this!

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