Levi's: Global market survey
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.
[...] In that sense, the guideline to follow is to stick as much as possible to the customers’ tastes and needs in order to increase their loyalty and the sales at the same time. Each brand has its proper strategy to reach this goal. Levi’s strongly bases its strategy upon marketing surveys to target properly the right customers. It is obvious that every brand extremely rarely communicate data and figures about their findings. Indeed, these information are strictly confidential. As a matter of act it would induce a huge damage if the direct competitors of the brand were able to use it. [...]
[...] 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. So a complete re-organisation was instigated with its former network of country managers replaced by a central brand management structure headed by a Brand President. Levi’s acknowledged it needed to get back to some basics: its origins as an innovator, and its former reputation as a brand seen by its core target market as cool, sexy and rebel. [...]
[...] In 1998, the Levi's brand is doing quite badly. Its sales fell 25% and its image is not also trendy any more. The group then appeals to Early Adopters, specialists predict fashion trends and in 2001, the brand that some had already convicted, found again success with a beautiful model: the Levi's Engineered (LEJ). Today, thanks to new models like the Red Tab or Twisted, and above all, with great innovative advertising, Levi's has reinvented a real identity with young people and especially teenagers. [...]
[...] In the year 2005, new products appeared on the market. But creating new products had also created new strategies in the company. That’s how it had to reinvent its communications strategy and retail presence. The result was the introduction of Levi’s Engineered Jeans a major shift in its communications strategy and a new business focus on innovation and on-going new product development. It is possible to explain this with figures: 28% rise in consumers acknowledging Levi’s as a producer of new and interesting products, following the ‘Twist’ campaign. [...]
[...] In that case, to stick to this young demand, the brand suggests several items like the blue vintage collection 501 which can be considered as a fashion benchmark. For the 20-30, Levi’s have seen that, a large part of potential customers would like to differentiate themselves from the others with a sophisticated product. To respond to this demand, the brand puts in light a special collection with coloured dress makings corresponding to different kinds of 501. For the 30 and more, jean’s is no more a core purchase. [...]