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Levi Pants vs. Dockers Pants
Levi Strauss & Co. is one of the largest company in the business world, having headquarters in all of the continents and selling their most significant product, clothing. Their most popular items are the Levi's jeans and the Dockers khaki pants. Levi's Strauss & Co. has been a very successful company producing, studying people wants and needs, selling, distributing, and promoting their product.
The purpose of this report is to analyze the different marketing mix, or even, probably the same marketing mix that Levi Strauss is applying to both products. Giving you an idea of how, why and the consequence of the marketing mix that Levi Strauss & Co. has applied and still is applying with some minor changes.
Although the report's frame contains a set of controllable and tactical marketing tools that Levi Strauss & Co. blends to produce the response required in the target market, it is a fact that they have been achieving their objectives by delivering value to its consumers. However, notice that these tools represent Levi's point of view of the marketing mix available to persuade its buyers. And from the customer's point of view, each marketing tool is designed to deliver the corresponding benefits.
In preparing this report, the conclusion has been drawn by facts and figures provided directly by Levi Strauss & Co. European Headquarters and by public resources.
The layout of this report intends to analyze each marketing tool by discussing each point and relating them from one to another, noticing the difference and/or similarities of the two products.
LEVI'S STRAUSS & C.O.'S HISTORY
Levi Strauss was invented in 1850 by a Bavarian who sold canvas pants to California...
... middle of paper ...
...res where equipped with the software, even though the jeans cost $10 above the normal price most women still agree to pay the extra amount. Thus this little software could change by a significant amount the level of sales and the image of the store.
The atmosphere of the store is also an important element which influences consumers' judgment about the store but also about the brand that why all Levi's stores look approximately the same.
Bibliography:
REFERENCES
Levi's Strauss & Co. webpage
Http://www.levistrauss.com
Levi's Jeans webpage
Http://www.levi.com
Dockers khaki pants webpage
Http://www.dockers.com
Armstrong G and Kotler P,
Principles of Marketing, seventh international edition, 1996.
Dibb S, Simkin L, Pride W and Ferrel O.C,
Marketing: Concepts and Principles, third European edition, 1997
The marketing idea is tied in with accomplishing corporate objectives by meeting and surpassing client needs superior to the opposition. The best approach to do this is for organizations to consider what value they are proposing to offer to their clients and once this choice is made, choose how to impart this message to their clients/commercial center (Fahy and Jobber, 2012). It is viewed as that there are 3 principle components to the marketing communication mix: tools, media and messages (Baines and Fill, 2014). This essay focuses on the diagram and critique of the initial two of these, tools and media.
The other problem people face with many other online clothing retailers is the inconvenience caused if they need to return a product. With our service, the customer does not pay the price for the product and has considerable amount of time to come to a decision as to whether or not to buy the product. This removes any remaining doubt in the customer’s mind and increases customer confidence levels.
The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand of products in the market. Price, Product, Promotion and Place, are known as the 4Ps that make up a typical marketing mix. As marketing evolves, there are additional Ps that can also be included in the marketing mix, however, focusing on the 4 core Ps of the marketing mix, price, place, promotion and Product, taking an in-depth look at the aspects of Victoria’s Secret in general and in terms of the selected product. All the elements of the marketing mix influence each other. They contribute to the business plan for a company and if managed correctly, can give it a great success. In order to successfully master marketing mix, it needs understanding,
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
The principles of marketing (The Times 100, n.d) are a range of processes concerned with finding out what consumers want, and providing it for them. This involves the ‘4ps’ of marketing; price, place, product and promotion. The product decision in any company involves dealing with goods that should be offered to a group of customers (Jobber & Ellis-Chadwick, 2012). Burberry maintains a product line with great width and scope in which their products fall into two main categories; fashion or continuity. Their fashion products are designed to be responsive to fashion trends and are introduced on a collection to collection basis (Burberry, n.d). Continuity products however have life cycles that are expected to last for a certain time period. Burberry also has 3 primary collections; womenswear, menswear and accessories, with the variety of products they can utilize their product mix greatly. Burberry also has...
Since 1967 Polo Ralph Lauren the brand is impeccable example for how a company must develop strong brand equity through the years. Indeed, the brand has established its image across a diversity of products and markets using a perfect lifestyle marketing approach. To understand how the brand has achieved strong brand equity, and resonance with its customers, analy...
Levi Strauss came to America in 1853 and opened his own shop to supply miners with daily necessities. Upon hearing of the need for stronger pants, Strauss took the responsibility of creating pants that meet miner’s needs. He took brown canvas from a tent and created a pair of pants. These waist overalls, as they were often referred to, were strong enough, but were not comfortable. Strauss then switched to denim. He had found a comfortable, suitable article of clothing for miners and other hard workers. They were almost perfect.
Polo Ralph Lauren not only owned retail stores, but also under other retailers such as Nordstrom, Macy’s, Dillard’s, Belk, Saks Fifth Avenue, and various other retailers. The unique selling proposition of Ralph Lauren brands go about defining themselves as not like the others, is to develop a positioning that’s intended for a narrower target to make them unique. Most luxury brands fall into this fashion unique style categories. Ralph Lauren Company wants potential customers to know all the ways that they are better than others, and as a result their advertising focuses on product benefits. The result is to grab the attention of their customers. The emotional appeal of this brand is to increase your self esteem and leaves you feeling high class and
This example is the most significant because it had a profound impact on men’s silhouette that still exist today while also perpetuating the societal expectation of the working man. They are also significant to discuss because they are representative of the rapid way technology advanced once the Industrial Revolution gained steam. Where The United States was once an agricultural economy, the output of mills and factories surpassed that, becoming the dominant form of trade. Beyond that, Blue Jeans and The Levi’s brand (who pioneered the garment) have historical significance with the Gold Rush of the United States during the mid to late 19th century. According to Levis.com, in 1853 “Bavarian-born Levi Strauss [moved] to Gold Rush era San Francisco to open a dry goods business.
Marketers assert to develop branding and packaging strategies that signify the brand’s products in a way that establishes lasting impressions in consumers’ thoughts. Because brands distinguish the many product offerings in the marketplace, brands help consumers choose between product offerings. When branding and packaging strategies clearly illustrate worthy product expectations, and products remain true to branding messages, positive consumer perceptions ensue, and brand value is strengthened.
Armstrong G. & Kotler P. (2007) Marketing: An Introduction 8E Upper Saddle River, NJ Pearson Prentice Hall Publishers
Marketing is a process of determining a consumer’s needs, devising a product or service to satisfy those needs, and trying to focus customers on the goods and services you are offering. Marketing is extremely important, and a fundamental building block for business growth. A marketing team is given the task of creating customer awareness through a variety of different marketing techniques. If a business does not pay close attention to their consumer demographic and needs, they will eventually fail over time. Two important aspects of marketing include acquiring new customers, and the preservation and growth of relationships with current customers. Marketing has always been viewed as a creative outlet, which encompassed advertising, distribution, and the selling of goods and services. Marketing staff will also try to anticipate what customers will want in the future, often being accomplished with market research. In summation, a good marketing plan should be able to create a favorable proposition or series of benefits that a customer can value through goods or services. The marketing mix is normally described as the strategic positioning of a product or service in the marketplace, using the specification of the four Ps. During the early 1960’s, Professor E. Jerome McCarthy of Harvard Business School stated that a marketing mix contains four elements. The four key points are product, pricing, promotion, and placement. It is recognized that all these aspects must be present to ensure a successful business model within a given industry. We will now take a thorough look at the four marketing mix points.
In the world of fashion, there is denim. It is one of the world’s oldest fabrics, and has been modified and remodelled to go with the latest fashion trends. The first ones who wore this fabric are workers in the California Gold Rush era, designed by Jacob Davis because of its sturdy material that withstood the harsh working conditions. Not just them, even sailors from Italy use this material too as their sailing uniform. Then, it started appearing as an actor’s apparel, and that’s when denim started to become one of a fashion item. People started wearing jeans as part of their daily apparel and even adding their own ideas, such as studs and colouring it with different shades of denim. It doesn’t only stop around that era, but today, they are seen everywhere and has become a major clothing piece for almost all of the age groups. As a reference, we can see young children already wears jeans as part of their clothing, the teenagers added jeans to their wardrobe, and even for the seniors, they consider jeans as a simple and comfortable clothing pieces.
The Apparel or clothing industry is a very dynamic market where changes occur in a daily basis. So, rivals within this industry assist to an extreme competition. To make sure that, they stay relevant in the market scene, businesses have to develop creative, innovative and sustainable marketing strategies to attract more customers and increase their brands awareness. Because, this industry has many players, we have chosen one well known company to make our research more specific and well centered. Hennes and Mauritz AB commonly known as H&M is our best choice because, this
Grover, R & Vriens, M 2006, The handbook of marketing research: Uses, misuses, and future