GWG offers traditional, quality, comfortable jeans that are built to last because there ishistory in their making. Consumers describe GWG jeans as “rough, rugged and durablewith a good fit,” as well as “sturdy and well-made”. Another value that is inherent inGWG’s value proposition is their role in the history of jeans. GWG jeans are widelyviewed as traditional and remembered as one of the original pioneers in the jeansindustry. One consumer is quoted to have said that, “forty to fifty years ago the world of jeans was synonymous with GWG”. The GWG brand offers consumers quality jeanswith workability – the original, traditional jeans.V. Target Market
:In the year 1873, when Levi Strauss first invested jeans, its target market was comprisedmerely of individuals who needed to wear durable, extra strong pants when seeking gold.Later, the market extended to workers who wanted to wear something comfortable andstrong. As celebrities began wearing jeans in the 1950s, it became an everyday commongarment for various target markets, ranging from manual labor to high fashion.Unfortunately, Levi's jeans have fallen out of favor with today's youth who regard Levisas their “parents’ jeans.”
a. Consumer segments and preferencesConsumers Preferences
Flare jeansYounger hip-hop consumers
Opened in 1911, the Great Western GarmentCompany was the first jeans wear companyin Canada. In 1972, GWG was a leading brand in Canada, controlling 30 percent of the market. GWG jeans are now worn mainly by men in construction, trucking, farmingand similar occupations. The brand appealsto the comfort and durability needs of itscustomers, who are generally over the age of 35. GWG has never been positioned as a brand for females.