"A mystery has been roiling longtime wearers of Dockers' ubiquitous khaki men's pants: Why are things dropping out of people's pockets when they sit down? "My change and keys fall out sitting," posted Robert C. about his Dockers Men's Classic Fit khakis. "Excellent with major exception of front pocket depth," wrote Disappointed Loyalist, who posted a one-star review of a pair of pebble-brown Signature Classic Fit trousers."
"The Dockers pocket predicament-which some dismiss as an imagined problem-predates ABG's ownership. But it shows the peril of a 1.5-inch difference-that razor's edge between a loyal customer and one who abandons a product or company. Even the most beloved brands can become vulnerable following perceived changes or quality erosion that upset passionate consumers-and when heritage brands are purchased by holding companies like ABG, which seek to optimize and grow the brands globally, that passion can be a double-edged sword."
Longtime Dockers wearers report front pockets have become noticeably shallower, causing change, keys and other items to fall out when sitting. Multiple online reviewers measured a roughly 1.5-inch reduction in pocket depth compared with older pairs. Buyers expressed outrage and requested deeper pockets even at slightly higher prices. Dockers was sold by Levi Strauss to Authentic Brands Group for an initial $311 million, with ABG declining to comment on pocket measurements. The pocket issue predates ABG's ownership and illustrates how small design or quality changes can alienate loyal customers and threaten heritage brands.
Read at Fortune
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