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Levis Brand Study Aahana Choudhary - Removed
Levis Brand Study Aahana Choudhary - Removed
HISTORY
they were still operating from a room in the small factory
managed by Davis on Fremont Street.
So, in 1877, the Levi Strauss & Co. factory decided to expand as
they grew bigger. They further reinforced Levi’s jeans’ notable
features of the rivets, dark-blue denim, the stitching, and the
guarantee of quality. Therefore, the company’s jeans became
worn in the rough-and-tumble ranches and mines of the West.
In 1886, they used the “two-horse” leather patch to symbolize
the strength of the Levi clothing, and till today, the company
continued to grow its significance.
Logo & it’s significance
The Levis logo is called Batwing because
it has a similar shape. It can be visually
divided into two symmetrical parts with
side corners (top and bottom).
Semicircular cutouts add similarities
with the wing of a bat.
The debut version was very simple and contained only the
name, composed of the name and surname of the owner. It is
written in a narrow rectangle, supplemented with the
logogram “&” and the letter “C,” denoting the word
“company.”
In 1968, the original logo form was introduced into use – in the form of
spreading bat wings. It shows the name of the manufacturer. The letters are
elongated, in upper case, except “e,” which is made lowercase.
Changes made during this period are minimal. The developers intensified
the color to dark red and reduced the height of the letters.
In 2011, Turner Duckworth’s agency designers reviewed some details of the
logo and adapted it to the present. For better identification, they “cut off”
the brand symbol because there was not enough space on the label. Thanks
to this, the recognizable shape of the logo in the form of a bat, along with
the text, was preserved. But the visual changes from the 2003 Levis logo
are almost invisible.
VISION & MISSION
BRAND VISION
“We are the
embodiment of the
energy and events
of our times,
inspiring people
with a pioneering
spirit.”
BRAND MISSION
“ To sustain
responsible
commercial success
as a global
marketing company
of branded
apparel.”
BRAND IMAGE
The brand values are empathy, originality, integrity and courage. These guide every decision
they make and every action they take. And they fuel their commitment to drive profits through
principles. The USP of Levi’s is that it’s the Oldest Jeans Brand yet is modern.
Levi's brand is iconic because it's trusted by consumers — trusted for innovation, quality,
performance, durability, style, fit and more.
Levi's is committed to producing quality, hard-wearing products. With that in mind, along with
some denim-care-know-how, investing in a pair of timelessly designed Levi's jeans can be a
worthwhile investment—especially if you find them second hand and extend their life.
INTERNALISATION
RELATIONSHIP CULTURE
Empathy American individual style of living
Affordable prices
Good quality
Unique identity
PICTURE OF RECEIVER
SEGMENTATION
TARGETING
POSITIONING
MARKET SEGMENTATION
1. Demographic segmentation
In demographic segmentation, the market is divided into groups on the basis of variables such as age, gender,
income, occupation, education, religion, race, generation, nationality, and social class. The company makes
clothes for men, women, babies, young girl, boy. Thus, everyone is the potential customer for Levi’s.
2. Geographic segmentation
Geographic segmentation calls for dividing the market into different geographic units such as nations, states, regions, countries,
cities, or neighborhoods. Levis’ goal is to expand the reach and appeal of their brands globally. Hence, they provide their products
all over the world. Apart from Levi’s Americas, Levi’s has a lot markets in Europe such as Belgium, UK, France, and other
countries.
Levi’s Asia Pacific Division was established in 1995 with headquarters in Singapore. The company employs more than 4,500
people, with offices in Australia, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, New Zealand, Pakistan, the Philippines,
South Africa, Taiwan and Vietnam.
3. Psychographic segmentation
In psychographic segmentation, buyers are divided into different groups on the basis of lifestyle or personality or values.
People within the same demographic can exhibit very different psychographic profiles.
Levis psychologically segments their customer based on lifestyle. The company tries to appeal to the customer’s individual
personality. This is apparent by the variety of styles of goods that Levis offers.
The Levi’s brand jeans have The success of this brand is the Levis Curve ID: focus on shape
become the most popular in the range of leading jeanswear and of women, not her size.
world – capturing the accessories that appear in more
imagination and loyalty of than 110 countries, allowing Levis introduced Go Forth
people for generation. It was individuals around the world to “real to work” that will
known as classic American style express their personal style. empower and inspire workers
and effortless cool. everywhere.
4. Behavioural segmentation
In behavior segmentation, some behaviors that market should pay attention: occasions, benefits, user status,
usage rate, loyalty status, etc.
Based on market segmentation, Levi's has determined market targeting and has identified market segment
opportunities. The attractive segment's characteristics, such as size, growth, and profitability, are variables that
this company pays attention to. Segmenting resources and objectives is another crucial element. Levi's primarily
targets the following demographic groups:
the price factor are not because they have strong incomes and the
important for them. In other means to purchase pricey goods. These
words, they pay attention to the people are occasionally almost always
prestige of brand, and design, potential clients. This class's characteristics
style of the products. In this include a decent education, professionalism,
class, Levi’s focuses on all age executives, and businesses. It is therefore
ranges and genders. challenging to please them.
The company has upgraded all its distributive centers and increased
the sales channel because they wanted to move faster than their
rivals did in this competitive market. At present Levis Jeans can be
purchased from any good retail outlet as well as from the various
shopping malls.
Internet has become one of the major selling options for the
company. It has an official website where purchasing the product is
an easy process as the consumers can go through the various color
and designs at their own convenience. The home delivery option
through this medium is also a bonus for the busy consumers.
PRICE
The pricing strategy of every company is very
important, as the customers want the best goods at the
lowest possible prices. Levis has kept a price
discrimination policy for all its products that are
available in different countries. The selling price varies
in each country because of its costing in the local
atmosphere and because of various political and social
influences.
The company does not allow flexibility in its prices to
maintain its image of exclusivity. Therefore, the
products are sold at the listed price that has already
being fixed by the head office. Their pricing policy is
influenced not by the competitors but by various other
factors like costing, market affordability and demand
for the product. Levis’s frequently offers some catchy
discounts and freebies for the student market:
Student discounts of 20%
Free shipping and alteration
Price range from low to high to make it affordable
The company does not compromise with the quality or
with the prices of its products because it is confident of
its loyal consumers.
PROMOTION
Levis has adopted a cool and trendy promotional strategy for
marketing their products. In order to increase the visibility of its
products the company has taken the help of active advertisement. It
has gone with the concept of off- beat commercials thatare shown in
various television channels, in newspapers, billboards and fashion
magazines. The company has been introducing new products at
regular intervals like the reversible jeans that have helped them in
gaining continuous limelight.
Levis has a comprehensive and effective strategy that includes the
participation of major celebrities. In India, it has roped in Priyanka
Chopra, Deepika Padukone and Akshay Kumar as its brand
ambassadors.
Levis has been using the method of competitive advertising to promote
its products. Now days the brand has been going for eye catching and
innovative ideas that will leave an impact and an everlasting
impression on the customer.
Internet has also become a good promotional ground for the Levis
products as the consumers find it easy to go through the various
available portals.
SWOT Analysis
STRENGTHS WEAKNESSES
1. Strong Brand Name and popular top-of-the-mind brand 1. High Pressures of Brand Protection
2. Expertise in Jeans Industry 2. Increasing competition means limited scope for growth
3. Distribution Channels and Global Outsourcing
4. Finance and Access to International Capital OPPORTUNITIES
5. Has over 470 self operated stored globally managed by
16000+ employees 1. Growing casual wear market
6. Levi’s marketing includes retro popular songs in its TVC ad 2. Low manufacturing and production costs in various
campaigns international markets
7. Over 60 and 25 manufacturing plants in US and abroad 3. Increasing acceptability of western wear across the
respectively world
THREATS
There are several brands in the market which are competing for the same set of customers. Below are the top 4
competitors of Levi Strauss:
1. Lee
2. Wrangler
3. Spykar
4. Tommy Hilfiger
Evolution of Marketing
PRE-PATENT FOR JEANS
1847: Levi Strauss emigrates to the United States via New York at age 18.
1853: Levi Strauss moves to San Francisco to open the west coast headquarters of his family’s dry goods business.
1872: Levi Strauss and Jacob Davis go into business together to produce jeans.
1873: Levi Strauss & Co. receives a patent for riveted jeans.
1886: The Two Horse brand leather patch is first used on Levi’s “waist overalls”, later known as “jeans”.
1890: Levi’s patent for jeans goes into the public domain, and other manufacturers are now allowed to produce jeans.
Levi’s names its jeans “501” as a way to differentiate its famous design.
1902: Levi Strauss dies, leaving the business to his four nephews, Jacob, Sigmund, Louis, and Abraham Stern.
1912: Levi’s releases Koveralls, a denim playsuit for children and its first product sold nationwide in the United States.
1913: Levi’s sees its first jeans rival in Lee, which sells Union-Alls, a one-piece denim coverall for factory workers.
1928: The company registers the word “Levi’s” as a trademark, and the Two Horse brand falls under the Levi’s name.
1934: Levi’s releases its first blue jeans for women.
1939: John Wayne’s western movies start to popularize jeans.
1940s: The U.S. government issues jeans to soldiers to wear off-duty, and the trend sticks when they return from the war.
1955: James Dean wears jeans in the movie Rebel without a Cause. Jeans become a symbol of rebellion among baby
boomers.
1961: Marilyn Monroe popularizes jeans for women when she wears Levi’s in the movie Misfit.
POST-IPO NUMBER 1
1971: Levi’s goes public for the first time. Throughout the 1970s, Levi’s would grow annually by an average of 37%.
1974: Levi’s reaches $1 billion in revenue.
1976: Levi’s doubles down on its all-American brand strategy with its famous Route 66 ad.
1981: Levi’s sells nearly 589 million jeans.
1984: Levi’s revenue plunges by 78% due to new competition and missed trends.
1984: The company goes private again as Levi Strauss’ descendants take on $1.6 billion in debt to buy back the company from
public shareholders.
1986: VF Corporation buys Wrangler after buying Lee in 1969. Levi’s top two competitors on price are now under one brand.
1986: Levi’s launches Dockers as a new line of business casual clothing. The move saves the company from financial ruin.
1996: While Levi’s sees success with Dockers, they also take on multibillion-dollar debt to finance stock buyouts for family
members.
1997: Levi’s sales peak at $7.1 billion.
POST-IPO NUMBER 2
1997–2002: Levi’s sales fall every year after their peak, due to competition from high-end brands like Calvin Klein,
True Religion, and Diesel.
2004: Levi’s closes its last U.S. plant, giving into the pressure to outsource overseas for cheap labor.
2011: Levi’s hires Chip Bergh as CEO to lead the company to recovery.
2013: Levi’s signs a $220 million deal for the naming rights to the San Francisco 49ers football stadium.
2012–2015: Levi’s consistently captures 11% of the denim market in the U.S.
2015–2018: Levi’s sales of women’s jeans increase by more than $200 million.
2017: The Kardashians wear Levi’s in their famous Christmas card.
2017: Annual sales see recovery at $4.9 billion.
2018: Levi’s remakes Air Jordan shoes in denim as part of their first sneaker drop.
2019: Levi’s goes public for the second time to help pay off remaining debt—so the company can focus on growth.
2020: Levi’s direct ecommerce revenue grows by 52% in its third fiscal quarter compared to the same period last year.
Marketing 1.0 and 2.0
When it comes to Levi's products, they are extremely comfortable and
of great quality. Through this, the company owns immense popularity
in the market and has a huge customer base with loyalty.
Levi's offers such incredible products and services that they don't look
elsewhere for purchasing. Its denim jeans are innovative, enough
spacious for keeping the necessary stuff and come with double layers
for durability.
Initially, with great focus on the product i.e. Blue jeans and producing
great quality with a product-focused approach, Levi’s was ahead of it’s
time, they were customer-centric since the very start.
At the time, not all of their customers—men working in factories or
trades—spoke English as their first language, nor were they
necessarily literate. Levi’s through visual branding with logos and The
Levi’s Two Horse brand leather patch won people over.
After several years of brand building, Levi’s customers would walk into
a store and ask for “those pants with the two horses”—a sign that
brand recognition had been successfully established post-patent.
Lady Levi’s jeans dropped in 1934 for “western women wearing
Levi’s jeans on farms and Levi’s saw an opportunity to
capitalize on the dude ranch trend, so they did something
unorthodox for the time: They designed an entire line of jeans
just for women. While it wasn’t the first time the company
would target a female audience—in 1918, Levi’s made
“Freedom-Alls,” a one-piece denim garment for World War I
work—it was the brand’s first real progressive move toward
everyday casual women’s wear.
Levi's adopts a Human-centric
strategy to express its views on
topics that really matter, like as
sustainability, body positivity,
women's empowerment and
equality for all.
They have made the choice to
communicate with their
customers through compelling
marketing initiatives.
Marketing 4.0
Having a digital presence helps in direct communication with your customers. It requires an
effective digital marketing strategy to increase brand awareness among customers. Levi’s has a
strong social media presence.
Posts on the global cause
New launch following up trends
Yearly achievements recently celebrated there 501 Day
Job vacancy and insights
Youth achievement updates
Panel discussions
Levi’s is available on all social media platforms like Facebook, LinkedIn Instagram, and
youtube. They continuously post about the brand and keep the audience up-to-date.
Marketing 5.0
Levi’s has found plenty of uses for AI technology, from automating mundane tasks and analyzing denim-related data sets to
helping its designers create new denim jacket designs.
Darmody, Jenny. “How Levi’s Is Using AI to Change Its Jeans Business.” Silicon Republic, 10 Nov. 2021, www.siliconrepublic.com/machines/levis-ai-data-analytics-katia-walsh.
Accessed 18 Jan. 2023.
“Hailey Bieber Celebrates New Levi’s 501 Collection with Heron Preston | Hailey Bieber Hangs with Jaden Smith at Levis Event 10 - Photo.” Just Jared, www.justjared.com/photo-
gallery/4293946/hailey-bieber-hangs-with-jaden-smith-at-levis-event-10/. Accessed 18 Jan. 2023.
Holcomb, Courtney. “A Brief History of Levi’s, the Original Blue Jeans.” Culture Trip, theculturetrip.com/north-america/usa/california/articles/a-brief-history-of-levis-the-original-
blue-jeans/. Accessed 17 Jan. 2023.
Johnpaul. “How Levi’s Uses AI to Accelerate Its Design Process and Digital Transformation.” VentureBeat, 28 Feb. 2022, venturebeat.com/ai/how-levis-uses-ai-to-accelerate-its-
design-process-and-digital-transformation/. Accessed 19 Jan. 2023.
“Levi’s Advertising, Marketing Campaigns and Videos.” Www.campaignlive.co.uk, www.campaignlive.co.uk/the-work/advertiser/levis/7545. Accessed 18 Jan. 2023.
“Levi’s Approach to Marketing: Then and Now | BANKNOTES.” Hashtagpaid.com, hashtagpaid.com/banknotes/levis-approach-to-marketing-then-and-now. Accessed 17 Jan.
2023.
“Levi’s Go Forth Print Ads.” Communication Arts, 1 Sept. 2009, www.commarts.com/exhibit/levi-s-go-forth-print-ads. Accessed 18 Jan. 2023.
“Levis Strauss & Co. An Analysis - PHDessay.com.” Free Essays - PhDessay.com, 1 Feb. 2018, phdessay.com/levis-strauss-co-an-analysis/. Accessed 18 Jan. 2023.
“Levi’s: The Story of an Iconic Brand | Zalando Lounge UK Magazine.” Zalando Lounge, www.zalando-lounge.co.uk/magazine/levis-iconic-brand/#/. Accessed 17 Jan. 2023.
Meaning Levis Logo and Symbol | History and Evolution. 1000logos.net/levis-logo/. Accessed 18 Jan. 2023.
Pratyusha Srivastava. “The Innovating Marketing Strategy of Levis Strauss & Co.” StartupTalky, StartupTalky, 27 Aug. 2021, startuptalky.com/levis-marketing-strategy/. Accessed
18 Jan. 2023.