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Levi Strauss & Co.

History and Basic Information: Levi Strauss & Co is a privately held clothing company known worldwide for its Levi's brand of denim jeans. It was founded in 1853 by Levi Strauss. He was a GermanJewish immigrant to the United States who founded the first company to manufacture blue jeans. From its beginning the business was a success but during 1960-70, Levi Strauss experienced explosive growth in its business as the more casual look of the 1960s and 1970s ushered in the "blue jeans craze" and served as a catalyst for the brand. Presently Levi Strauss & Co. is one of the worlds largest brand name apparel marketers. The company manufactures and markets branded jeans and casual sportswear under the Levis, Dockers and Slates brands for men, women, teens and children. Its operations are organized into three geographic divisions: y y y Levi Strauss Americas (LSA), based in the San Francisco headquarters. Levi Strauss Europe, Middle East and Africa (LSEMA), based in Brussels. Asia Pacific Division (APD), based in Singapore.

The company employs a staff of approximately 10,500 people worldwide, and owns and develops a few brands. Levi's, the main brand, was founded in 1873 in San Francisco, specializing in riveted denim jeans and different lines of casual and street fashion. Although now the company deals in products other than jeans and apparels such as foot wears and handbags etc but denim pants continue to be the main product of the company.

Marketing of Levi Strauss & CO: Target market: The Company makes clothes for men, women, teens and children, so every one is a potential customer for Levi Strauss & Co. Levis generally appeals to more mature generations not necessarily looking to make a fashion statement. Slates offers decent and sophisticated clothes and this line includes products such as shirts, sweaters, dress pants, suits and casual pants to meet the needs of customers ranging from the age of 25 to 34. Dockers, on the other hand, is designed to appeal to all ages and groups, this product line offers more fashionable clothes, it specializes not only in jeans but also other apparels. Levi Strauss & Co makes an effort to appeal to all customers in one way or another, which has been a key to their success over the years. Levi Strauss & Co has used several marketing techniques and strategies for targeting different niches of its market. The major trigger points of Levis brand recognition. Product and Brand differentiation: y y The patent granted the firm monopoly rights to sell riveted jeans. Department stores and boutiques sell Levis products and are additional channels of distribution for the company. y Levis provides a wide range of products that target different market segments, capturing demands. y After the release of the 501 product line, Levis enjoys worldwide market dominance in the denim jean market. y Levi Strauss & Co. maintains its image as an American Icon and the originator of American jeans y y The worlds largest jean manufacturers. Product quality / durability

Advertising and Marketing techniques: Levi Strauss & Co is known for having used some of the most intelligent marketing techniques in the industry. The company has built its brand image using some of the following techniques.

Levis jeans were issued to employees in the army during World War II, veterans that went to college wore Levis jeans on campuses, increasing popularity. The war veterans were regarded as heroes of nation.

Levis jeans were positioned as being worn by cowboys. Since cowboys are depicted as being rough and tough, so the same image was en cashed by Levis.

During the Baby Boom era, Levis targeted younger consumers and positioned product as cool. Early movie stars wore Levis jeans, an example of celebrity endorsements.

Culturally, jeans became symbol of youth and rebellion, In 1960s; student protesters wore jeans as a uniform.

Many of Levis ads stress brand loyalty to maintain existing customers, the word original is used many times.

Some TV ads are set in the late 1800s, stressing the historic value of the company.

At the same time, Levis ads stress the youthfulness of their brand jeans.

In 2002 Levi Strauss & Co. made an agreement with largest retailer Wal-Mart as a supply chain strategy to mass-market consumers: Levis Signature brand is sold in WalMart stores exclusively.

Levis Strauss & Co has maintained its image as a corporately responsible and caring organization y After the 1906 San Francisco earthquake, the company continued to pay workers as it was rebuilding factories and buildings. y During the Great Depression, the company kept workers busy in installing new floors in factories instead of firing them. y During the 1940s, the company desegregated its factories bringing white and black workers together. y Levi Strauss & Co is one of the first companies to extend healthcare to their workers spouses. y Jeans are certified to be made from 100% organic cotton and fully sustainable production processes. This includes cotton untreated by chemicals, pesticides, and manufactured at sustainable carbon emissions.

Levi Strauss & Co is known to have used some of the most popular film and TV actors and celebrities in their ads, Brad Pit has appeared in 5 such commercials of Levis. Some of the other famous celebrities that have appeared in Levis commercials are Jennifer Love Hewitt, Shaggy, Michael Gondry, Matt Le Blanc and Priyanka Chopra.

Levis has re released many old hit songs along with its ads so as to get customer focus and has used famous tunes to advertise its products. Levis entered into agreements with the record labels to re release these songs. One of the most famous songs re released by Levis was bombastic by Shaggy.

Some of Levis ads are very explicit, sexually, which is a very common and effective way to appeal to mature audience; a few ads were even banned in some states of USA.

Levis also did some ads on Homosexuals so as to include them in the target market and to express their openness to difference of sexual preferences.

Levi Strauss & Co is known for promoting asset building for its workers, HIV/Aids Awareness programs and promotion of workers rights. Levis is also a keen advocate of justice and equal rights in countries in which it operates.

Levis has organized many fashion shows in Pakistan, and has used some of the most famous Pakistani talent such as Iman Ali, Aminah Haq and Nadia Hussain etc.

Types of marketing strategies used: From the analysis of the above mentioned strategies and by viewing their advertisements we have concluded and jotted down the following types of marketing strategies used by Levi Strauss

Event marketing: Organizing of fashion shows, Promotion of their products during World war II and Vietnam wars

Cause Marketing: promotion of antiracism in their ads, promotion of anti war rallies during Vietnam wars. Levi Strauss Foundation is promoting HIV/ Aids awareness in less developed nations of Africa and Asia.

Person Marketing: Promotion of products by using some of the most famous celebrities in their ads and fashion shows.

A very successful tool deployed by Levis Strauss & Co in their advertisements is the use of old hit songs and tunes.

Currently Levi Strauss is extensively marketing, using several techniques at the same time to cope with the fierce competition in its local and international market.

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