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Strategy Brief: Julia Stapleton, Ting-Wei Lee, Aric L. Harris, Chad Begley
SWOT AnalysisStrength
1. Strong Popular Brand
Name
2. Expertise in Jeans Industry
3. Global Outsourcing
4. Strong History and Quality
Weakness
1. High Pressures
of Brand Protection
2. Limited scope for
growth
Opportunity
1. Growing casual wear market
2. Low manufacturing
3 Production costs in various
international markets
4. Increasing acceptability of
western wear across the world
Threat
1. Fast changing consumer
tastes
2. Lack of protection of
property rights in some
countries like China
3. Increasing Competition and
Product Substitution
4. Lacking in young customers
Critical Issues Levi fails to properly target
the millennial
demographic.
Competitors offering
premium, value,
traditional, and fast
fashion denim.
A heavy reliance on its
heritage, causing older
image
Inefficient distribution
channels
Decrease in brand loyalty
What we Want for
You
Introduce marketing
campaigns to gain and
retain customers
Implement ways to keep
potential consumers
actively involved with
the brand
Bridge the gap between an
older brand and newer
market.
Increase purchasing patterns
within a younger
demographic
Increase value, appeal, and
sales of 501s amongst
millennials
Our Goals For Levi
Levi Never Fades
Style never fades, Levi never fades!
Marketing Mix
Product
o Men: 501 Original, 501
Shrink-To-Fit, 501 Original
(Big & Tall) 501 Skinny,
501 CT, 501 Shorts, 501
Original & 501 CT stretch,
501 Selvedge, 501
Premium
o Women: 501 Original,
501 Skinny Fit, 501 CT,
501 Shorts, 501 Original &
501 CT Stretch
Place
o 50,000 retail locations in
more than 110 countries
through chain retailers,
department stores, and
specialty retailerso Asos.com, Urban Outfitters,
Nordstrom, BloomingDale’s
PricePrices range from $39.99-
$275 depending on the
specific 501 Category
type
Promoo Levi offers price
promotion through email
subscriptions, online
promo codes, and moreo Social Media
advertising and marketingo Collaboration with
connectorso Event Marketing
Competition
● Technavio analysts forecast denim
jeans market to grow over 8% from
2016-2020.
● More innovative ways to improve the
shopping experience
● 2017 trends are focused on product
personalization
● Recycled jeans from plastic and other
materials.
Market Trends
Target Audience
-Carmen, 21
-A senior in college
-A film production major
-Works part-time for a local
news station
Likes:-Goes to the old/classic
movie theaters
-Loves to run and bike
-Attending comedy
shows
Extra:-Commutes by bike to help
lessen gas pollution
-James, 27
-An artist/tattoo artist
-An avid WoW player
Likes:-Buying and collecting rare
sneakers
-Taking road trips with friends
-Raising amphibians(Frogs)
Extra:-Hopes to own and run his
own tattoo shop
-Aspires to pick up
surfing someday
Consumer
Behavior/Insights
Purchase their jeans at brick-&-mortar
stores (95+%)
Quality over quantity
Between ‘fit, style, price,versatility, and
brand name’, pricing took 3rd.
The top three factors that would turn
consumers away are tearing,
scratchiness, and shrinkage.
Levi’s are considered more traditional
and inexpensive (mid-priced), than
many of its direct competitors.
Consumer Trends
1. Millennials value authenticity
2. They expect a marketing
experience
3. Personalization marketing
4. Content sharing is crucial
5. Socially conscious
6. Price is a factor, but brands
matter
7. Mobile is everything
Strategies and Tactics
Strategies Tactics
Create a personal brand experience via social
media to target millennial audience and influence
audience to purchase Levi
● Collaborate with popular fashion bloggers/vloggers to
wear and promote the Levi 501 and on their social media
accounts (Twitter, Instagram, Youtube)
● #LeviNeverFades
Develop and implement new marketing and
advertising campaigns to increase brand
awareness
Levi Never Fades event at Lollapalooza, Coachella, and
Bonnaroo and Electric Daisy Carnival.
● Vintage, Levi graffiti school bus with Levi denim seats to
sit and shop on.
● Free Blue Vitamin water if you take a selfie at Levi Never
Fades tent and post on social media with hashtag
#LeviNeverFades
● D.I.Y jean station outside (distress, paint, pin, etc)
● Brand Ambassadors will be there to talk about proper
denim care
● Partner up with Urban Outfitters to offer 20% off coupons
for any Levi purchase at Urban Outfitters
Why?
● Bonnaroo is smaller, but hits
East side of U.S.
○ 80,000 plus captive
audience for 4 days
Connectors
Budget/Timeline
Our timeline will be implemented over
the course of 8 months. We will grab the attention
of millennials on social media, winning them over
as customers.
Resource
s Images : Levi’s instagram, Google, WGSN
Texts: Statista, Mintel
http://www.levi.com/US/en_US?camp=DRSearch:Google_TM&K_
AFFCODE=747_11488
https://www.ssense.com/en-us/men/designers/levis
http://www.vogue.com/article/levis-tailored-501-jeans-eureka-
lab
http://waitingforsaturday.com/blog/levis-501-ct
Thank
you!
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