Levi's Brand and Product Strategy
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An analysis of Levi's brand and product strategy, plus a recommendation for future strategy.
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Levi's Brand and Product Strategy
- 1. Anyarat Priyawat Ching-Hui Chen Erin Morrison Francis Ramos Kathryn Klopp Sona Martirosian
- 2. Levi Strauss & Co. is one of the world's largest brand-name apparel companies and a global leader in jeans-wear. The company designs and markets jeans, casual wear and related accessories for men, women and children. Levi’s products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 2,800 retail stores and shop-in-shops. Levi Strauss & Co.'s reported fiscal 2012 net revenues were $4.6 billion. The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world — capturing the imagination and loyalty of people for generations.
- 3. Founded by the Strauss family Made the first blue jeans: the first riveted men’s work pants out of denim – Blue jeans were declared an essential commodity and were sold only to people engaged in defense work Sales confined to the working people of the Western U.S. Terms of Engagement: help promote fair labor standards and workers' rights
- 5. CURRENT TARGET MARKETS • • • • • Age: 15-30 Male & Female Fashion conscious Students & young professionals Middle Income VALUES: • Self expression • Authenticity • Peer acceptance • Trendsetter • Effortless cool • • • • Age: 30-50 Male & Female Professionals & Blue collar Have been wearing Levi’s since since their youth VALUES: • Sense of loyalty • American sprit • Familiarity • Self expression
- 6. • • • • Mobility Protection Durability Convenience • Trendy • Classic styling • Innovative technology • Variety of prices • Variety of sizes/styles • Collections optimized for specific needs
- 7. EXPRESS YOURSELF AND BE ACCEPTED BY SOCIAL PEERS FREEDOM TO BE CONFIEDNT ACCEPT YOURSELF AS YOU ARE AND EXPRESS YOUR CONFIENDCE
- 8. BRAND IDENTITY BRAND CONCEPT Levi’s gives everyone the opportunity to craft experiences and opportunities by building confidence through durable clothing. A style for every story. TAGLINES Have you ever had a bad time in Levi's? Quality never goes out of style. Levis. Original jeans. Original people.
- 9. VALUES Empathy Originality Integrity Courage Walking in other people’s shoes Being authentic and innovative Doing the right thing Standing up for what we believe PERSONALITY Real Rooted in who we are and put or values into action Adventurous Seek adventure and encourage explorations Motivated Remain focused and deliver on our promises Confident Freedom to be yourself
- 10. We are the embodiment of the energy and events of our time, inspiring people from all walks of life with a pioneering spirit. Generations have worn Levi’s® jeans, turning them into a symbol of freedom and self-expression in the face of adversity, challenge and social change. Our customers forged a new territory called the American West. They fought in wars for peace. They instigated counterculture revolutions. They tore down the Berlin Wall. Reverent, irreverent — they took a stand. It is our belief that American ingenuity never fades. That hard work, creativity, freedom, and self-expression never go out of style. This ingenuity and work ethic has changed society on a global scale, but also at the street level, helping our customers revolutionize the way that they are seen and heard. So every day we want to inspire creativity, to support all movements, and to make the American dream come true again, and again, and again.
- 11. PRICING STRATEGY Competitive Advantage Consumers' Expectation Conclusion Affordable Affordable Affordable Low to Medium Premium collection Wide Price Range Wide Price range Free Alteration Frequent Discount Retail Return Free Free shipping High cost/performance Free Shipping on $100+ order Free Return Shipping Fee Online Student Discount 20% Student Discount Frequent Discount Frequent Discount High cost/performance High cost/performance
- 12. LEVI’S JEANS LINES LEVI’S BRAND Trend Initiators Trend Influencers Early Adopters LEVI STRAUSS SIGNITURE BRAND Traditional Value Driven LEVI’S RED LEVI’S VINTAGE $145 - $220 PREMIUM SPECIAL EDITION $48 - $110 LEVI’S TYPE 1 PURE BLUE ENGINEERED JEANS SILVER TAB RED TAB LEVI’S STRAUSS SIGNITURE $35 - $48 $27 - $30 $Under $30
- 13. 0 Baby Phat Disel Rag & Bone AG CK True Rel Lee 100 Seven 200 Wrangler 300 Levis Levis Wrangler Seven Lee True Rel CK AG Rag & Bone Rocawear LRG Sean John Disel 400 800 600 400 200 0
- 14. • • • • • High global top of mind awareness Authentic “American” brand Deep market penetration Large breadth of product (cuts and washes) Owns a unique product naming model (“501”) • Good balance of style and versatility • Utilizes a wide array of distribution channels • Work attire is becoming increasingly casual • Large gap in the urban market – no clear cut market leader • Denim pants are becoming acceptable in high-end night clubs • Lack of well-known American-made selvedge denim brands • Increased popularity of American-made products • Playing in a crowded market • Not considered to be a high-end brand • Inconsistent pricing model across distribution channels • Influx of new competitors in the denim market • Rise of non-denim pant options (leggings, chinos, etc.) • Increased interest in sartorial men’s fashion.
- 16. Changing fashion trends Club dress codes/School dress codes Art supplies/Music equipment Concert or Sporting event tickets Festivals – Coachella, Ultra, EDC Have too many jeans Shoes – Steve Madden, Aldo, Nike Make up- Sephora, Mac Household Needs- Target, Walmart Watches – G-Shock Handbags & Jewelry Sports Jerseys Headphones- Beats by Dre Other Apparel Tights/Leggings- American Apparel, Uniqlo Sweat Pants- Champion, Pink Slacks –Ann Taylor, Banana Republic Work pants- Dickies, Dockers Dresses /Skirts- Urban Outfitters, Zara, H&M Wrangler American Eagle Seven for all Mankind True Religion Calvin Klein Lee AG GAP Macy’s Urban Outfitters Free People Abercrombie & Fitch Zara Hollister Forever 21 Nordstrom H&M
- 22. URBAN CUSTOMER SEGMENT Ethnically, economically, and culturally diverse Ethnic youth culture Build “transcultural” identities Music, fashion, language central to identity Focused in cities: NY, LA, SF, Chicago, Miami Trend setters Fast paced lifestyles Fashion driven by city environment Value independence/ “street smarts” Take pride in defying convention Work tirelessly towards their passions Process multiple media sources simultaneously Style is more important to younger consumers than cost Black consumers spent $2Billion on apparel & footwear last year Lower income urbanites view jeans as an aspirational purchase Hispanic consumers buy more jeans than any other group
- 24. RECOMMENDATIONS Enhance Levi’s relationship with key target audiences and develop an optimized brand and communications platform specially targeted to the Urban demographic. Building on our legacy and driven by our value, we want to empower young Urban adults to seize opportunities that matter in their lives, and follow their own American dream.
- 25. BRAND PROMISE Provide opportunities through durable clothing. BRAND PERSONALITY Real, Adventurous, Motivated, Confident BRAND CONCEPT Crafting experiences through confidence Our Communications: What We Say and How We Say it to Our Target External Retailers Corporate Social Responsibility Social Media Internal
- 26. Thank You
Notes de l'éditeur
- Hey welcome to the Levi’s team!
- The facts
- Current target
- This definition really resonates with our target market, who are…
- We originally took off because of those functional benefits, mainly durability.
- And we’ve stuck around because of the emotional benefits
- The brand identity communicates values and resonates as a personality
- Which all define us to our audience. This is who we really are.
- And our consumers find that we meet their expectations with competitive advantages
- We have really diversified our product and prices over the years
- And the price is right! We’ve got something for everyone and we’re not too cheap or too expensive.
- There are also uncertainties in the market and many factors that can negatively influence sales.Sources: http://academic.mintel.com/display/640848/ http://www.cambodiadaily.com/news/despite-denials-levis-still-producing-at-sl-garment-factory-47389/ http://www.thenation.com/article/161057/wikileaks-haiti-let-them-live-3-day# http://blogs.sfweekly.com/thesnitch/2012/12/greenpeace_mannequins_protest.phphttp://www.intracen.org/itc/publications/publications-catalogue/?taxid=2270
- We also have a lot of competition
- And when Levi’s has previously thought about overcoming the competition by diversifying, it has lost sight of its brand, or it’s already been done.
- Things we considered but didn’t go with
- Additionally, as you can see, the denim market is very crowded
- Very very crowded.
- But Levi’s does have a huge opportunity in the urban market!
- This consumer has been left out of the strategy for many brands of Levi’s size, but this is perfect for this all American brand.Sources: http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/multicultural/2007-02-07_ARF_Multicultural_OMobolade.pdfhttp://academic.mintel.com/display/637776/ http://academic.mintel.com/display/640861/
- Urban target
- So we recommend Levi’s build on their legacy by reaching a new market, which will double as a differentiation strategy for them. It’s a win win!
- What do you think?