Dickies to Refocus on Workwear in U.S. to Turn Business Around

On an earnings conference call with analysts, the CEO of parent company VF Corp. described where Dickies went wrong and what they are doing to return the brand to growth.
Published: August 8, 2024

Dickies, which has spent the past few years investing in growing a lifestyle apparel business, is now refocusing on its bread-and butter product categories in the U.S. that comprise the majority of the brand’s revenue: traditional workwear.

THIS ARTICLE IS AVAILABLE TO OUR EXECUTIVE EDITION MEMBERS.

If you think you are already an Executive Edition member and you’re getting this message, it’s possible your membership is on hold because your credit card expired. You can update your card here. If you have any trouble and need help, please click here to email our customer care specialist.

Strategy & Planning Series
Strategy & Planning Series
Strategy & Planning Series
Strategy & Planning Series