Importance of collaboration with brands from the perspective of Dickies

Abstract

VF Corporation is an American company founded in 1899 by John Barbey and a group of investors in Pennsylvania. Expanding into silk lingerie in 1913, the company underwent several transformations and expansions over the years. In 2017, VF acquired Williamson-Dickie Mfg. Co. and its portfolio of work wear brand by establishing itself as a global leader in the work wear category. Dickies has always been known for its both tactical and functional work wears. Dickies has spent nearly a century crafting creative work wears which are mostly based on performance, durability, and comfort with ensuring the affordability among all type of customers. However, keeping pace with the ever so changing world, Dickies is evolving towards the fashion industry by shifting to “Work Inspired (WI)” from “Work Wears”. To take this movement forward, they have started collaborating with many new generation designers and brands. In this report, the impacts of collaborations with different brands by comparing the order status with mainline and collaboration orders is described. As consequences, we found that the mainline orders increased more than collaborative orders.