The Marketing Strategy Employed by Levi's
Works Cited Missing
In order for a new brand to establish itself in its market and for its
products to sell successfully, thus achieving company goals and
shareholder profitability, a number of key principles concerning
consumer behaviour have to be fully grasped and addressed. As well as
producing a range of new, exciting and quality garments, the firm will
need to ensure that its products are cleverly and thoughtfully
marketed to the appropriate consumer groups.
In this report I will look at the marketing strategy employed by Levis
on their new 'Anti-Fit' style jeans, and at the importance of consumer
behaviour in deriving this strategy. I will also look at the
importance of a clear and up to date comprehension of the factors that
affect consumer behaviour, paying particular attention to the key role
that perception will play in forming consumer's attitudes towards the
new range of designer jeans. I will continue on to show how favourable
perceptions about Levis brand identity will have a positive effect in
raising consumer motivation to purchase a product from their range.
The fashion industry at this time; a time of increasing disposable
incomes and incidence of recreational shopping, is intensely
competitive. We can draw on many examples to highlight the point that;
companies who have established a strong and clear brand image, have
tended to command a larger market share than those companies who's
image is either unfavourable, for example old fashioned, or unattached
to specific and clear values. Establishing a strong and
distinguishable brand image for the 'Anti-Fit' range of jeans is the
central idea behind Levis marketing strategy for breaking into the
competitive market and ultimately gaining a favourable share of the
market for designer jeans. Creating the right brand image is largely
dependent upon being in tune with the mindsets, beliefs, values and
aspirations of the modern, well-informed consumer. Moreover ensuring
that the consumer perceives the firm to be in tune with their way of
thinking and holding similar values centrally to the Levis brand
Dillard’s Inc. is a retail chain that specializes in fashion apparel, cosmetics, and home furnishings. It is ranked among the nation’s largest fashion retailers. Dillard’s stores compete with fashion retail names such as Macy’s, JC Penney, and Sear’s. They carry items from national brands as well as items manufactured exclusively for Dillard’s. William Dillard founded Dillard’s Incorporated in 1938. The first store was opened in Nashville, Arkansas, his wife’s hometown. The next year he sold this store, opened a new one in Texarkana. Within 5 years it was the most successful store in the city. He continued expanding locations until 1940 when he opened his fist location inside of a shopping mall. This changed Dillard’s whole operation. Before
J. Crew, also known as J. Crew Group Inc., is a private label company known for its preppy fashions that are fashionable yet costly. Essentially, the company was owned by the Cinader family for most of its history. Mitchell Cinader and Saul Charles founded the company in 1947. It was originally known as Popular Merchandise Inc. doing business as the Popular Club Plan, in which Mitchell’s son Arthur was the overseer. The company sold women’s clothing through in-home demonstrations. In the early 1980’s, Cinader and Charles observed catalog retailers such as Land’s End, Talbots and L.L. Bean reporting rising sales in revenue. With intentions to increase sales and duplicate success of these well known companies, Popular Club Plan began its own catalog (http://www.fundinguniverse.com/company-histories/j-crew-group-inc-history/).
Something people might frequently worry about is self-identity, and how to express who they are. When looking for an outlet to do this, the easiest way to show what kind of person someone is, clothes are usually the first choice: a black t-shirt with a cynical saying, or maybe some skinny black jeans. Whether the advertising agencies created the personalities that come with clothes or took advantage of what was already there, clothes are often sold as something more than just clothes. Companies must ask how to convince consumers to buy their product instead of the competitors’, regardless of price difference. Particularly Levi’s jeans, a 150+-year-old American business, has been trying different approaches to packaging the type of consumers that buy their jeans.
Nordstrom’s retail positioning strategy provides it with the competitive edge it needs to differentiate it from competitors who also serve similar markets.
The company has established good relationships with most of its customers which has assisted it to create high level of brand and customer loyalty
Polo Ralph Lauren the brand has become one of successful brand in America and across the world, as a well-known player in the design and lifestyle industry, under bender Polo Ralph Lauren collection of product range from reasonably inexpensive to expensive brand in men’s, women’s and children wear, accessories, perfumes and home furnishings. Widely seen as the number one brand that symbolize the American Style, Polo Ralph Lauren has implemented to its marketing strategy, which has leaded they to become a strong brand equity since being set up. Also, the brand has been selling its goods internationally, while it has kept up with its 45 years reputation and distinctive image developed across the different products and brands markets. Due to its marketing tools and its high quality brand image, this luxury brand keeps a constant relationship with its customers. Ralph is a truly inspired and continuously aspiring designer. (Garvin, 2008)
One of the most successful clothing brands in the world, Polo Ralph Lauren has built its success around more than just its line of luxurious designer clothes, but the company is one of the top marketing designers also. It was awarded “ Luxury Brand of the Year” in 2010 by the Luxury Daily. A company that was founded by a man named Ralph Lifchitz, better known as Ralph Lauren of the Bronx, New York in 1968. Since the age of 12, Lauren’s had a strong appeal and taste for looking classy. He would spend the money he earned working with his father after school, purchasing expensive suites. In his latter years, while working for a company called A. Rivetz & Co., Lauren began designing wide ties, the beginning of what latter evolved into the giant clothing empire known as Polo Ralph Lauren. The success of his designer ties caught fire quickly, retail giant Bloomingdales was the first company to endorse Ralph Lauren’s ties, but that ended quickly, when Lauren refused to narrow his ties, and stuck to his product line. Lauren’s success in the designer clothes business was unusual for someone who studied business at City College. In 1968, he founded the company Polo Fashions, a company that would later expand its market, and is among one of the top designer brands in the world today.
are not as widely worn, but they are still one of the top brands on
...o recreate the image of the brand, window is still open for opportunity which either choice.
1853, but of late the sales have started to plummet it has lost a huge
...s gives the consumer an emotional attachment which results in possible purchase and subsequent brand loyalty.
...ials to make their products rather than using materials that carries hazardous materials. There widespread of products help expand the company all around the world, and inspire the world with great performance and design.
By communicating a new value proposition, brand management aims to change the brand’s former brand percep-tion and link the new brand image to the new position. Of course, also within re-positioning, new attributes have to demonstrate points of difference and superi-ority. By emphasizing the brand’s uniqueness, management enables the cus-tomer to perceive higher brand value in their mind (cf. Friis 2009, p. 19). If the brand elements are not relevant for the target audience or the brand proposition was not chosen correctly, brand identity will not be perceived as credible and communication will fail. Therefore, companies have to analyse their target groups accurately before choosing new attributes, which they want to communicate. Management has to find out what are the target audience’s needs, wants and desires and what do they believe in. The organizations values should in best case overlap with the values of the audience. New brand attributes have to follow specific communication objectives, which are focussed on changing the custom-ers’ perception (cf. Feddersen 2013, p.
Growth -- The branded product begins to build up its following among consumers during this stage. The cumulative effect of marketing begins to show and the market share expands. However, the company must further step up its advertising efforts, and the advertising must highlight the characteristics and value of the product.
The second step deals in creation of proper brand meaning through powerful and unique brand connection with the customers. The third step involves invoking positive brand response while the fourth one involves engaging the customers so as to build a brand affiliation aimed at enhancing active brand loyalty. However, some building blocks are requisite in order to achieve these steps. These...