Levi's: The marketing strategy

Résumé du document

Jeans symbolize America: initially, it represented the hero of the conquest of the West, the cowboy. It then joined another American myth: that of the cinema. Youngsters were fascinated by the jeans toting character played by James Dean in Fury of Living.
Jeans were exploited thereafter by most of the social movements (feminism, hippie movement etc). Due to its largely unisex and democratic nature, jeans were easily integrated into the mainstream society. Today, in order to lure youngsters away from other types of trousers, jeans are poised between a return to the sources and a leap towards innovation, as demonstrated by the launch of the Levi's Type 1 jeans.
Founded in 1853 by Bavarian immigrant Levi Strauss, Levi Strauss & Co. is one of the world's largest branded apparel manufacturers with sales in over 100 countries. The products are sold under three brands: Levi's, Dockers and Levi Strauss Signature.
In 1873, Levi Strauss and Nevada tailor Davis patented the process of putting rivets in pants for strength, and thus, the world's first jeans were born.
Now, the company employs 12,400 people in the world, including approximately 1,500 people at its San Francisco headquarters.
Levi Strauss & Co. is a worldwide corporation organized in three geographic divisions:
Levi Strauss America, based in San Francisco (United States)
Levi Strauss Europe, Middle East and Africa, based in Brussels (Belgium)
Asia Pacific Division, based in Singapore.

Extraits

[...] LS&CO named No in Fortune's “America's best companies for Minorities” The Dockers brand launches the Dockers Mobile Pants, a new kind of pants with “invisible” storage pockets. The September 11 tragedy stuns the world. Levi Strauss & Co. and the Levi Strauss foundation contribute $500,000 to the Families of Freedom Scholarship Fund. The company also donates jeans to rescue workers Levi Strauss & Co. celebrates the 150th anniversary of its founding and the 130th anniversary of the invention of blue jeans. LS&CO introduces Levi's Type 1 Jeans. Levi Strauss & Co. introduces Levi Strauss Signature, a new brand. C. [...]

[...] Levi's : The marketing strategy PAPER OUTLINE Introduction 3 I. About the company 4 A. Levi's company 4 B. History from 2000 to C. Problems 5 B. Products 5 II. Example of the french market 6 A. The jeans market The market The evolution of the jeans market 6 B. Analysis of the demand 7 C. Analysis of the supply The competitors The Place 8 II. [...]

[...] From then until now, all generations have sported 501 jeans. The elements which can explain this durability are multiple: ( First, the quality of clothes and materials used: Levi's 501 is recognized for its great resistance and has been designed for minors and cowboys. ( The cut of Levi's 501 is regarded as "sexy" while remaining comfortable, which is why very few competitors have succeeded in surpassing this product. ( The distribution of the products: In America, the product is distributed by traditional networks as Sears or Penney, at an average price which ranges between and In Europe and Asia, the product are sold by a more selective network as the "Levi's Stores" and the retailers. [...]

[...] Analyze of a marketing campaign 9 A. The launch of Type The product The price and the positioning The place The promotion 11 B. How Levi's perpetuates its products as an example of durability How Type 1 will succeed in following the examples of its "big brothers"? 12 CONCLUSION 13 SOURCES 14 Introduction Jeans symbolize America: initially, it represented the hero of the conquest of the West, the cowboy. It then joined another American myth: that of the cinema. Youngsters were fascinated by the jeans toting character played by James Dean in Fury of Living. [...]

[...] Today, it seems that the market has reached maturity and sales are stagnating. Today, it seems that the market has reached maturity and sales are stagnating. To make it more dynamic and to avoid the pressure of a competition by prices, the large brands seek to be different, widen their ranges and do not hesitate to spend massively on brand communication. B. Analysis of the demand The study of the demand for jeans shows that the desires of the consumer depend mainly on his/her sex and on his/her age. [...]