Levis Strauss & Co. Marketing Strategy – Marketing Strategy of Levis Strauss & Co.: The American clothing company, based in San Fransisco (California), is well-known for its denim jeans. It has four brands under its portfolio, namely Levi, Dockers, and Signature. The all-time favorite Blue denim jeans have been sold through many ups, and it continues to be one of the most popular brands in the world.
Levi Strauss & Co., the world’s largest maker of pants, is noted especially for its blue denim jeans called Levi’s (registered trademark). Its other products include tailored slacks, jackets, hats, shirts, skirts, and belts, and it licenses the manufacture of novelty items. The company is headquartered in San Francisco. Few brands have survived decades of fashion trends the way Levi Strauss has. The company received its first patent for riveted jeans on May 20, 1873, and more than 140 years later, they’re still one of the world’s most popular denim brands.
Levis Strauss & Co. At A Glance – Marketing Strategy of Levis Strauss & Co.
Company : Levi Strauss & Co.
CEO: Charles V. Bergh
Founder: Levi Strauss
Year founded: 1853, San Francisco, California, United States
Headquarters: San Francisco, California, United States
Annual Revenue: US$1.5 Billion
Profit | Net income: US$152.7 Million
Number of employees : 14,800
Products & Services: Men’s and women’s jeans | Shirts | Tops | Jackets
Levis Strauss & Co. Competitors
Levis Strauss & Co. Fun Facts: The world’s oldest pair of Levi’s are in a fireproof vault in San Francisco.
Marketing Strategy of Levis Strauss & Co.
Levis Strauss & Co.’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Levis Strauss & Co.? Let us discuss.
Segmentation, Targeting, Positioning – Levis Strauss & Co. Marketing Strategy
Levis Strauss & Co employs a combination of demographic and geographical segmentation strategies to ensure that the various types of its offerings are available on the market according to the preferences of customers.
Levis uses a mix of targeting strategies to meet the needs of its customer groups.
Levis is a comfortable, affordable apparel brand that is both competitive and valuable for customers.
Levis Strauss & Co. Mission Statement
Levis Strauss & Co. Vision Statement
“To increase the lifespan of the durable products through a closed-loop economy“
Levis Strauss & Co. Tagline
“Unleash your potential“.
Competitive Advantage – Marketing Strategy of Levis Strauss & Co.
Portfolio: Levis Strauss & Co. focuses on its sub-brands in order to generate sales through different channels. Product line expansion and geographic and demographic growth are helping the company realize its full potential.
Brand visibility: The company’s ability to market its brand through a variety of channels is crucial in order to increase its visibility and ensure that it has high shelf space.
Multichannel Approach: To penetrate the market, it uses a multi-channel approach. Multi-brand outlets/ supermarkets owned outlets or franchised outlets.
BCG Matrix – Levis Strauss & Co. Marketing Strategy
BCG matrix allows companies to see where they stand in relation to others in the industry.
The BCG matrix features Levi’s & Signature By Levis sub-brands from Levis Strauss & Co., while Denizens & Dockers is a question mark because of their low sales and popularity.
Distribution Strategy – Marketing Strategy of Levis Strauss & Co.
Levis offers its products through many channels, including multi-brand outlets and exclusive brand outlets, online sites, company-owned outlets, franchised outlets, and e-commerce websites. The brand’s visibility is high due to Levis being available at many distribution points.
Brand equity – Levis Strauss & Co. Marketing Strategy
The company is well-known for its iconic denim jeans, which has resulted in increased TOMA (top of mind awareness), and a high share in the wallet of customers. This brand is American-inspired and has a cool look.
Competitive Analysis – Levis Strauss & Co. Marketing Strategy
Companies operating in highly competitive and fragmented apparel markets are facing fierce competition from other players. They have bottlenecks like low entry barriers, rising labor costs, high promotional costs to reduce switching of clients, and optimization of the value chain.
Market Analysis – Marketing Strategy of Levis Strauss & Co.
The market Levis operates in is highly competitive. This is impacting the performance company. Factors such as labor cost, climate, and changing lifestyles all have a significant impact on the industry where Levis operates.
Customer Analysis – Levis Strauss & Co. Marketing Strategy
Levis customers are vibrant, young people between the ages of 10-30 and the middle & older age groups (31-60+) who want to live a simple life and enjoy every moment.
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