View
152
Download
0
Category
Preview:
Citation preview
MUJIA LIU
Levi’s used to be a staple wardrobe item for young people, they loved Levi’s.
However…
Younger generation tends to choose yoga pants & stretchy leggings that can be both casual and comfortable
Levi’s has lost its cultural icon place to a great extent
Levi’s Has Lost Its Icon Place In Young Generation
Denim’s Popularity Is Declining Among Teens, AsAthleisure Takes Over
SOURCE FROM BUSINESS INSIDER
The Jeanswear Market In The United States Is Saturated
Now it is functioning in a crowed marketplace with influx competitors
VF Corporation, Fifth & Pacific Companies, True Religion and Levi Strauss are major players in the U.S. denim industry
Consumers’ Favorite Jeans Brands:• Levi’s• Lee• Wrangler • GAP
SOURCE: COTTON INCORPORATED SUPPLY CHAIN DEMIN JEANS: STATE OF THE U.S MARKET
Levi’s LuLuLemon Lee Wrangler
Key Message
s
• Authentic “American”
• Jeans Can Fit Everyone
• Active Lifestyle
• Physical Fitness
• Fits Your Body
• Stylish • Cheap
• Functional • Comfortable
Channel• Magazines • Internet
• More Than 90% On Internet
• Digital Media
• Public Welfare Activity
• Magazines • Printed Ads
TargetCustomers
• DiverseDemographic
Groups
• Yoga Practicer
• Runner• Well-
educated, Affluent people
• Young People Who Pursue Fashion
• More Towards Men
• Especially Labor-Intensive Workers
Levi’s VS Competitors
Levi’s will target at…
Source:eMarket
People Aged 18-34 Are Heavy Users Of Instagram
Key Message: PUTTING YOUR LEVI’S ON, YOU CAN BE THE NEXT ICON
# Levi's Campaign
Collaborate with HOT InstagrammersBecause…
They are Icon Models
Carry More Credibility with Young Consumers
How This Campaign Works…
Ask customers to post photos or videos through Instagram, with the hashtag #LiveinLevi’sPut HOT Instagrammer’s daily looks on Levi’s official Instagram page, ask followers to select the TOP 5 Best Icon LooksCollecting “Likes & Comments” from followersChance to win coupons on Icon’s Must-Have Item
Functional Benefits:Trendy
Innovative Technology
Convenience
Mobility
• Emotional BenefitsExpress Yourself Confidently
Embrace Yourself
Be Accepted By Social Peers
ReferenceAcross U.S., jeans shelved as trend toward 'athleisure' grows. (n.d.).
Retrieved December 11, 2014, from http://www.omaha.com/living/across-u-s-
jeans-shelved-as-trend-toward-athleisure-grows/article_13792c05-1e0f-5fae-
98fd-7a53f405fb3d.html
Ad of the Day: Levi's. (n.d.). Retrieved December 11, 2014, from
http://www.adweek.com/news/advertising-branding/ad-day-levis-142551
Bhasin, K. (2014, August 21). Levi's Plan To Save Blue Jeans: Make Them
More Like Yoga Pants. Retrieved December 11, 2014, from
http://www.huffingtonpost.com/2014/08/21/levi-blue-jean_n_5698299.html
UnzippedLevis -. (n.d.). Retrieved December 11, 2014, from
http://unzippedlevis.blogspot.com/p/customer-insight.html
Sean,C (2009,December 16) Defining Earned, Owned And Paid media
http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-
owned-and-paid-media.html
Kirk C (2010, October) Advertising’s Future Is 3 Simple Words: Paid. Owned.
Earned http://www.huffingtonpost.com/kirk-cheyfitz/advertisings-future-is-
3_b_774821.html
Recommended