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Docs en anglais
publié le 24/05/2010
Document de 29 pages au format WORDTweeter
Levi's, which belongs to the group Levi Strauss & Co., was created in the United States in 1853 by Oscar Levi Strauss. Today it is one of the most famous companies producing clothes in the world with a turnover exceeding 4 billion dollars. Its success is due in part to its adaptability and innovation. Now the reputation of the brand is worldwide and has emerged from 5 generations of consumers.
For more than 12 years (mid 80's to mid 90's) it successfully persuaded consumers that 501 were the only jeans to buy. The idea of selling those jeans was a good idea which gave a lot of profit to the company; as a result, 50% of the brand's product sales were made up of 501, and sales of 501 in Europe alone accounted for 40-45% of company profits.
The past market evolution is very interesting to analyse, because it is the total opposite of the Levi's lifestyle today, and in the future. In Europe, the market dominance was for many years underpinned by the 501, launched in Europe in 1985. By the year 1996, however, Levi's was on its way to becoming a one hit wonder for having focused on the 501 for too long. The turning point came in 2005/2006. Survival depended on Levi's addressing its problems head on. The company made a brave decision: changing their targets on customer's value, and complete changing objectives of the staff.
Concerning the strategy of the company, Levi's has highlighted 4 values it considers fundamental: empathy, originality, integrity and courage. Levi's believes that worked together, they are the source of its success. Today, the Levi's brand is an authentic American icon, known in the whole world. Levi's jeans embody freedom and individuality. Innovation is the symbol of Levi's history, which always search creating trends and setting new standards. The business strategy is adapting to this product through the use of the Internet. The digital is important for Levi's and is at the heart of the marketing strategy because it can translate the modern values of the brand. So, currently, digital accounts for 10% of media investments for Levi's Europe (...)
Table of contents:
I) Executive summary
III) Main results
V) The company
VIII) Company brand positioning
IX) Marketing mix
Docs en anglais publié le 24/05/2010
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