Dockers entrusts its global marketing to Johann Bondu

By

Olivier Guyot

Translated by
Cassidy STEPHENS

Published
Feb 24, 2023

Dockers is in good shape. In 2022, the brand owned by the Levi Strauss & Co. group saw its sales increase by 20% (and even 25% on a comparable basis), according to the results announced by the American group. This is a positive sign for a brand that has only recently started to develop in the women's segment and that has reviewed its marketing approach in recent seasons.

Johann Bondu joined the Californian brand in December 2021, after having worked at Fox Racing from 2015 to 2021 and Puma from 2001 to 2015. He participated in the implementation of the brand's reviewed strategy as international marketing director. In this position, he oversaw the directly managed markets in Europe, as well as Dockers' marketing operations with its distribution partners in Asia-Pacific. Since December 2022, the French executive has taken responsibility for all of the brand's territories and has been promoted to global marketing lead, deploying Dockers' marketing strategy in North America, Latin America and South America.

"Authenticity is key" says Johann Bondu. "Management decided to present the brand around its cool Californian style. To highlight the chino, a very versatile garment, whether it's for "fridaywear" at the office or worn by Matthias Dandois on his BMX, and what makes its strength is its authentic and timeless side. The values are simple. And at a marketing level we have worked on the universality of the offer and also reached a younger and more urban clientele." In his new role, Bondu's objective is to develop the brand's reputation as well as its direct sales activity to consumers. In this spirit, a new campaign is to be unveiled in just over a month.

France will benefit from additional incentives. A shop is due to open in early March in the Bastille district of Paris, at 15 rue du Faubourg Saint-Antoine. And a first capsule collection, designed with BMX star Matthias Dandois, should arrive in shops and online in May. These are great tools for Bondu, as well as Catarina Vicente, who has been with the brand since 2013 and was recently promoted to head up Dockers' European marketing department.