Levis

Levis must venture into the new category of men’s suits by adopting sponsored branding and
launching – Panache by Levis. Panache would carry out its operations under the existing brand of
Levis and would at the same time have the opportunity and flexibility of establishing its own brand
identity

From the beginning, Levis as a brand has stood for a casual, day to day, rugged look. In order to
establish a distinct and unique identity for Panache, Levi’s must look into having separate stores for
selling men’s suits. This would avoid a clash in brand personalities.

In order to create an initial buzz and spread the word regarding the new launch of men’s suits, Levi’s
should keep a few products in its existing store. This would prompt interested customers to go to the
specialty store and explore the entire collection

Levis can take advantage of the fact that there exists an overlap between the existing consumer base
and the target audience. The young buyer of Levis will also be interested in purchasing business
formals. Levis must capitalize on the years of providing high quality and well-designed clothes that
has resulted in it gaining the trust of all its consumers and strengthened the brand in the minds of
consumers

In order to turn Panache into a successful venture, Levi’s must use branding exercises to establish its
place in the market. It must play on the formal yet youthful and fun theme to differentiate itself
from competitors such as Raymonds