How Dickies Can Benefit from Data Analytics


Dickies is a global apparel brand of work-related clothing and other accessories. Their clothing is currently sold in all 50 states and across the globe in almost all of Europe, many parts of Asia, and the Middle East. A company, such as Dickies, having such a broad reach could greatly benefit from unstructured data analytics with artificial intelligence. Stratifyd used its AI powered platform to analyze more than 15,000 reviews for Dickies apparel from Amazon, focusing on 5 major products from the Dickies line to create both an overall rating for the company and ratings for each individual product.

Out of 15,174 reviews from 11,738 respondents, Dickies received an overall star rating of 4.25 out of 5 and a +2.11 positive sentiment score. These are exceptionally high reviews and indicate that respondents are very much pleased with the Dickies company and their products. The 5 products randomly chosen for rating were the Original 874 Work Pant, the Loose Fit Double Knee Work Pant, the Relaxed Fit Duck Carpenter Jean, the Short Sleeved Work Shirt, and the Skinny Straight Fit Work Pant.

  • The Original 874 Work Pant rated 4.13 out of 5 stars.
  • The Loose Fit Double Knee Work Pant rated 4.29 out of 5 stars.
  • The Relaxed Fit Duck Carpenter Jean rated 4.33 out of 5 stars.
  • The Short Sleeved Work Shirt rated 4.51 out of 5 stars.
  • The Skinny Straight Fit Work Pant rated 4.08 out of 5 stars.

Overall, these products received exceptionally high reviews and praise, with respondents indicating their appreciation of the heavy duty construction, color choices, and some extra features such as a phone pocket. However, consistently, the reviews for pants revealed an issue with the belt loop. Respondents indicated that the belt loop was too small for some belts to go through. So while the reviews were excellent, unsupervised machine learning could allow the company to see an issue in an otherwise popular product and take steps to fix it.

With powerful AI analytics from Stratifyd, a company like Dickies could receive a clear overall view of their data. By revealing unknown insights, Dickies could take steps to remedy issues with items such as the belt loop to potentially create a product that is relatively free from any criticism. Artificial intelligence and machine learning can show companies those issues they may not have been looking for and give them the chance to correct minor things before they become major problems.