Dockers became a leading brand of business casual clothing for men under the leadership of Bob Siegel.

In the 1920s, Levi Strauss and Co. began producing women’s khakis made specifically for outdoor activity and comfort.

In 2009 Dockers as a company overhauled its corporate structure and product assortment in a strategy to try to revitalize their core competency, the khaki pants.

The reason for this decline in sales is the fact that people view khakis as a more corporate and office article of clothing.

They emphasized the "Dockers lifestyle" by showing ads depicting the various products for work, dress, casual weekends, and golf.

Along with a new campaign message, the Dockers brand has since revitalized their product line as well, featuring several new styles aimed at a younger, status-seeker consumer.