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Levi’s Strauss   & Co.,[object Object],We Invented Blue Jeans,[object Object]
Target Market,[object Object],  LEVI’s specifically targets customers falling under:,[object Object],Upper Class,[object Object],Upper Middle Class,[object Object],[object Object]
 Its strategy is basically on having long-term relations with their customers by designing jeans, shape, color, and cloth so that fun mix and match clothes with accessories in style of fashion
In 1930’s Jeans were positioned as being worn by “cowboys”.
  Consumer demand shifts from durability of jeans to fashion of jeans.– Culturally, jeans became symbol of youth and rebellion,[object Object]
Competitors & Segmentation approach,[object Object],[object Object]
Some of Levi’s competitors include:––Calvin Klein, Gap Jeans ,VF Corp (Lee, Wrangler),Tommy Hilfiger.
The entrance of new competitors had many effects on Levi’s.
 More competitive prices  leading to lower profits
 Availability of substitutes firm faces increase in elasticity of demand
Consumers prefer other brands Levi’s customers buy from competition lowering Levi’s market share.
These newer upstarts are able to “chip away” at Levi’s market dominance because they are able to capture segments.

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Levi's Strauss Jeans