BRANDS
Levi Strauss and Jacob Davis received a patent for placing rivets in men's work pants on May 20, 1873. Although denim had been invented much earlier, Strauss and Davis were the first to put rivets at stress points to create what we now call jeans.
The products of Levi Strauss & Co are sold under three brands
Levi's:
Levi's jeans have become one of the most successful and widely recognized brands in the history of the apparel industry.
Dockers:
Dockers brand, which pioneered the movement toward business casual, has led the U.S. khaki category since the brand's 1986 launch, and is now available in numerous countries.
Levi Strauss Signature:
Levi Strauss Signature: In 2003 the launch of the Levi Strauss Signature brand, giving value consumers high- quality and fashionable clothing from a company on which the consumers trust.
Referent :
POSITIONING
The Levi's brand endures for two reasons.The product is synonymous with quality.Equally important, its marketing campaign.That's why the advertising has been much more about the wearer than the product.” The brand has endured because Levi's always finds ways to package these values to appeal to a fresh generation of teenagers.Since 1984, Levi's has created image-based campaigns that emphasize a brand of hip, street-smart, urbane sensibility; previous efforts focused more on specific product attributes and brand heritage.
Free website - By Wix.com
Now "Levi's in Thailand, have the communication strategy for Strengthen the Levi's brand into the icon for wearing jeans have colorful and consistent with the lifestyle.It is adding new features, design and color to a group of genes.
The concept of adding new features, design and color for the jeans, the shapes, colors,fabrics and how to sew.The Model 501 jeans, Levi jeans, a fashion icon. It is important to communicate these concepts.The audience can enjoy the mix and matches.
Referent :
TARGET MARKET
"For the professional <25 to 55>
who is more comfortable in his/her
own skin, Levi's is the brand of
denim that fits your style because
it suits the authentic you.
501® JEANS targets its market by evaluating the wants of customers. Mostly Levi’s targets its market among the following classes:
However Levi’s product have high price, it can sale because their customer are upper class and upper middle class. They pay their money to product so that need to accept society and self- esteem.
• Upper Class
• Upper Middle Class
PRODUCT LINE
- SHIRTS
- COTTON PANTS
- SUNGLASSES
- WALLETS
- LADY’S BAGS
- JACKETS
- SHOES
- Dockers® product
Key successful factors related to the
product
Levi-Strauss was chosen for the award because its products, most notably the blue jeans, are so much a part of Americana.Hence Levi's success is also due to the localization strategy. Levi's is a great mix with every market and environment. Levi's opened a corporation under a wholly owned subsidiary around the world at the time when Levi's entrance was considered impossible.
you have made a strong presentation of the brand. precise!
ตอบลบin terms of design, i suggest you resize the font. it would look more professional if it's a bit smaller & thinner.
let's see how it looks!