End of the myth of Levi's (2004)
- Product Strategy
- Services in shops
- Price positioning strategy
- Strategy of targeting customer
Levi's is undoubtedly the historic leader in branded jeans and is best known in the world. It succeeded in making the denim fabric as clothing that is essential for every day fashion. The story of Levi Strauss since its creation has been linked to several economic crises.
However, being the historic leader is not necessarily an advantage because the brand is suffering today from this status in favor of brands that are more "fashionable" with cuts that follow the trends of fashion shows (such as Kate Moss with the slim look). The brand has become incompatible with today's fashion as well as the generation of our parents. It has faced trouble finding its audience. The market has become more competitive and does not favor the decline of group sales.
This is how the various groups in power engage in a race for innovation in cuts, colors, and materials until the 2000s. The market has more women buyers than men. The target group may now save up to 200 Euros in jeans for a guarantee of quality and fashion.
What is the state of the market in 2004? Who are the competitors in attendance? What strategies are employed to differentiate Levi's from the rest of its competitors?
Levi's positioning differentiates the brand from the tender competition. "Levi's is a brand of high quality, fashionable, original target for a dynamic and trendy, from jeans to basic research technique.?
Positioning is about performance and product attributes ("upscale / fashion / technical research"), on the imagination of the brand and the product ("original"), on the public to whom the offer is for ("targets young and trendy"), a fashion or consumer situations. Levi's is a brand that meets four values: empathy for the customer with a good quality / price; originality; integrity and courage.
Levi's has shown a lot of originality, in particular in its TV commercials or advertising campaigns. The brand makes its product in front (the other 501 'anti-form').
The target audience for Levi's is composed of people between 18 and 35. This is an urban and active population.
The heart of the target audience is defined as follows: they are yuppies, aged from 22 to 27 years; more especially young women, who are larger buyers / consumers. Indeed, sales of jeans for women weigh almost one third of sales in France.
They have people who follow trends in general, whether in clothing or new technologies (next-generation mobile, portable Dolce & Gabbana, iPod Nano) and are ready to invest in quality garments, including the Levi's brand.
They are active and seek to refocus, to create a life of well-being: they practice physical activities such as yoga, going to lunch at the sushi bar or Lina's at lunch will eat in new age veggie restaurants or attend after-work parties in nightclubs with friends.
The travel: by car type city (Nissan Micra, 207 CC) or use public transport: metro, bus, Vélib (which sometimes replaces the taxi or public transport).
They read magazines very current in which information is shared, the facts of society, decoration (Lifestyle) such as Le Monde, Le Parisien, Vogue, Cosmopolitan, Glamour, Men's Health etc.
They watch television, including series rather modeled on current lifestyles and real (as opposed to fantastic series of 90 years) such as Desperate Housewives, Prison Break etc. They also like to travel and discover the trendy destinations such as Croatia, destinations "openings".
Tags: Levi's, history of Levi's, target audience of Levi's, myth surrounding Levi's