FST 704

VISUAL MERCHANDISING

LEVI”S

Live in Levi's
SUBMITTED TO : SIR AMRESH KUMAR
SUBMITTED BY : PAYAL
REG. NO : 11708445
ROLL NO : A- 05

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 ACKNOWLEDGEMENT
The success and final outcome of this project required a lot of
guidance and assistance from many people and I am extremely
privileged to have got this all along the completion of my project. All
that I have done is only due to such supervision and assistance and I
would not forget to thank them.

I respect and thank Mr. Amresh Kumar sir for providing me an

opportunity to do this project and giving me all support and guidance
which made me complete the project duly. I am extremely thankful to
him for providing such a nice support and guidance, although he had
busy schedule managing the corporate affairs. I owe my deep
gratitude to my sir who took keen interest on my project work and
guided us all along, till the completion of our project work by
providing all the necessary information for developing a good system.

I heartily thank sir for his guidance and for giving me the golden
opportunity to do this wonderful project on the topic on LEVI’S
which also helped me in doing a lot of Research and i came to know
about so many new things I am really thankful to them and for his
suggestions during this project work.

I am thankful to and fortunate enough to get constant encouragement,

support and guidance from sir which helped us in successfully
completing our project work

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 INDEX

SERIAL PARTICULARS PAGE

NO. NO.
1 INTRODUCTION 4
2 BRAND 10
INFORMATION

3 ANALYSIS OF 24
ELEMENTS OF
VISUAL
MERCHANDISING
USED BY LEVI’S
4 CONCLUSION 44
5 REFERENCES 45

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 INTRODUCTION
ABOUT LEVIS STRAUSS & CO.

A LEVI’S MEANS
Synonym to jeans
Trust
Quality
Style
Comfort
Durable
A Denim beyond age,time and fashion trends

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OUR STYLE MAY BE AS FRESH AS TOMORROW, BUT WE GO WAY
BACK — TO 1853.
That’s when Levi Strauss & Co. began. Later, Levi Strauss, the man, partnered
with Jacob Davis to invent the blue jean. And we’ve been innovating ever since.

Levi Strauss & Co. is one of the world’s largest apparel companies and a
global leader in jeans. The Levi’s® brand is just part of our story. We’re also
home to Dockers® and Denizen®. We have some 500 stores, and our products
are available in 110 countries around the world.

OUR VALUES
EMPATHY
Walking in other people’s shoes

Empathy begins with paying close attention to the world around us. We listen
and respond to the needs of our customers, employees and other stakeholders.

INTEGRITY
Doing the right thing

Integrity means doing right by our employees, brands, company and society as
a whole. Ethical conduct and social responsibility characterize our way of
doing business.

ORIGINALITY
Being authentic and innovative

The pioneering spirit that started in 1873 with the very first pair of blue jeans
still permeates all aspects of our business. Through innovative products and
practices, we break the mold.

COURAGE
Standing up for what we believe It takes courage to be great.

Courage is the willingness to tell the truth and to challenge hierarchy, accepted
practice and conventional wisdom. It means standing by our convictions and
acting on our beliefs.

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HISTORY & HERITAGE
Inventing blue jeans was just the start
of how Levi Strauss pioneered a
brand for true originals. Around
every bend of the Levi’s® story,
innovation and quality is at the heart
of everything we do. Here’s how
we’ve made history with you…

1853

Levi Strauss & Co.

Bavarian-born Levi Strauss moves to Gold Rush era San Francisco to open a
dry goods business. He sold clothes, boots and other goods to the small retail
stores of the American West.

1872

The Rivets
Jacob Davis, a tailor from Reno, Nevada, teams with Levi Strauss to create and
patent work wear riveted-for-strength made of brown cotton duck and true blue
denim.

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1908

The Horses Go Global

The Two Horse trademark is registered in Japan and Levi’s® global reach
begins in earnest with markets like Australia and South Africa soon to follow.

1918

For the Ladies

Freedom-Alls make their appearance. This tunic/trouser outfit was designed to

give women freedom of movement and release them from the restrictive clothing
of the era.

1961

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Kids These Days

The new, slimmer silhouettes of the 1960s inspire Slim Fits, a 5-pocket twill
trouser for young men. Teenagers call them White Levi’s® because no one
knows what to call blue jeans that aren’t blue.

1967

Batwing
The red housemark “batwing” is designed by Walter Landor & Associates, and
has, over the years, become shorthand for the Levi’s® brand itself.

1980/1984

Let the Games Begin

Levi Strauss & Co. makes clothing for the athletes at Olympic Games in 1980
and 1984.

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1996

Retro Chic

The history of Levi’s® is kept alive through the launch of Levi’s® Vintage
Clothing, a line that faithfully reproduces the fits, fabrics and characteristics of
historic Levi’s® garments.

2005
Levis open its first girls store in world in Hong Kong.

2007
Levis curved ID is launched- new customer fitted jeans for women in all
premiere stores

2011

Levi’s® Water<Less™
The average pair of jeans uses 42 liters of water in the finishing process. The
Levi’s® Water<Less™ Collection reduces the water consumption by up to
96%. It's the intersection of style and sustainability.

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BRAND INFORMATION

From our products to

our practices,
innovation is integral
and sustainability is as
essential as fabric and
thread.
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 BRANDS
The products of Levis Strauus & Co are sold under THREE
brands:

LEVIS STRAUUS

LEVIS DOCKERS

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LEVIS SIGNATURE

BRAND EXTENSION

The best source of Profitable growth

Rejuvenated brand’s image
Prevented Brand switching
Unbeatable functional benefits
Emotional connect-brand association

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 PRODUCTS CATEGORY
 MEN
 WOMEN
 KIDS
 CUSTOMISED PRODUCTS

MEN
CLOTHING SHOP BY ACCESSORIES BIG & TALL
FIT

JEANS SUPER BELTS JEANS

SKINNY

PANTS SKINNY BAGS & SHIRTS

BACKPACKS

T-SHIRT & SLIM BOOTS & JACKETS

POLOS CHUKKAS

SHORTS TAPER SNEAKERS &

BROGUES

JACKETS STRAIGHT CAPS

SHIRTS BOOTCUT SOCKS &

UNDERWEARS

SWEATERS &
SWEATSHIRTS

JEAN JACKET
AND
OUTWEAR

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WOMEN
CLOTHING SHOP BY ACCESSORIES PLUS SIZE
FIT (16-24)

JEANS SUPER BELTS TOP

SKINNY

SHIRTS SKINNY BAGS & JACKETS

BACKPACKS

T-SHIRT & BALLON WALLETS JEANS

TOPS LEG

DRESSES & WIDE LEG SNEAKERS

JUMPSUITS

JACKETS STRAIGHT CAPS

SHORTS & HIGH RISE SANDALS &

SKIRTS SLIPPERS

PANTS BOOTCUT

SWEATERS & BOYFRIEND

SWEATSHIRTS

KIDS - BOYS
GIRLS
BOYS GIRLS

BOYS(8-20) BOYS(7-16)

LITTLE BOYS(4-7x) LITTLE BOYS(4-8x)

TODDLERS TODDLERS

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 PRODUCT LINE
DENIM NON- SHIRTS JACKETS
PANTS DENIM
PANTS
Levi’s Dockers Dockers Denizen
Levi’s 501 Levi’s Levi’s
Strauss Strauss
Signature Signature
Levi’s
Engineered
Jeans

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 5’ VERS OF LEVIS
BUTTON FLY

ARCUATE

RED TAB

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COIN POCKET

LEATHER PATCH

In order to maintain revenues, the company releases the ,company releases the
Levi’s signature jeans

–This product line appeals to the low-end consumers. end consumers.

–Decrease in demand for jeans causes market price to drop, so consumers want
cheaper jeans.

 Despite these reduction of sales, Levi Strauss & Co. maintained its corporate
responsible image and progressive stance on social, labor, and environmental
issues, which may have long -run profit opportunities.

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 SEGMENTATION
Market segmentation is the selection of groups of people who will be most
receptive to a product. The most frequent method of segmenting include
demographic variables such as age, sex ,race , income, occupation, education
,house and geographic location. psychographic variables such as lifestyle,
activities, interest, opinions, products use pattern and product benefit. Market
segmentation in involves combination of these. No matter how segments are
defined however they are characterized by considerable change over time .The
readings in the sections exemplify areas of rapid change.

BASIS OF MARKET SEGMENTATION

 Demographic segmentation
 Geographic segmentation
 Psychographic segmentation
 Behavioral segmentation

TARGET MARKET
Jeans target its market by evaluating the wants of customers .Mostly Levi's
targets its market among the following classes:

 Upper class

 Upper middle class

TARGET MARKET STRATEGY

Target market strategy adopted by Levi's is basically on having long term
relation with your customers and to provide them with better products.

BENEFITS OF SEGMENTATION :
Levi's has got customer oriented approach by segmentation company is
promoting its product effectively within segments by print media as well as
electronic media that is newspapers ,sign, boards, television commercials,
internet etc. Companies providing their customer with the stylish better quality
and different products keep in view its cost.

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CONDITIONS FOR EFFECTIVE SEGMENTATION
Jeans is fulfilling the conditions for effective segmentation. Segments are strong
enough to make profit . Segments of the company are measurable.

LIMITATIONS OF SEGMENTATION
Because of the segmentation, Levi's face some limitations. Lack of awareness in
the middle class. Company has to pay extra cost for the multi advertisement. In
Pakistan they have to face several cultural problems

MAJOR COMPETITORS OF LEVI’S

Levi Strauss is going public again. Here's how it dominated denim for 150
years. ... At present, Levi's men's business accounted for $4 billion
of Levi's $5.6 billion 2018 revenue, or more than 70 percent. Only 3 percent of
its revenue came from China. Top five competitors of levi’s are:

1) Wrangler

2) Diesel

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3) Lee Jeans

4) Pepe Jeans

5) Calvin Klein

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 CLIENTS CATEGORISATION OF LEVI’S:
Most consumers use categorization to narrow down vast product options into
something more manageable. This is especially true in mature industries where
products and services are often very similar - not easily distinguishable.

 Affordable (Hyundai, Nissan, Kia)

 Reliable (Toyota)
 Safe (Volvo)
 Electric (Tesla)
 Driver-focused (BMW, Porsche)
 Outdoor/Off-road (Jeep)
 Luxury (Mercedes, Lexus, Cadillac)

On basis of brand loyalty , customers of levi’s can be categorised into

three types :

1. HEART LOYAL CUSTOMERS

2. HEAD LOYAL CUSTOMERS
3. HAND LOYAL CUSTOMERS
HEART LOYAL CUSTOMERS
About: This group tends to follow their heart and is usually driven by altruistic
motive, such as the desire to help the environment, support a special cause, or
otherwise “make a difference in the world” with their purchase. For many in
this category, the brand shapes their identity and serves as a badge of honor.

Main Problem: These folks are highly unlikely to switch products, since they
are primarily driven by an inner belief and sense of purpose connected to these
purchases. It is possible to come up with a similarly compelling motive, but
generally fighting over idealism is not a great way to win over customers.
Examples: People who buy Toms shoes are a good example of this type of
customer. They don’t generally buy the shoes because they are so amazingly
comfy and fashionable (although, they have created a major following lately,
but mostly due to the loyalty they generate). Rather, people buy Toms because

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“buying a pair gives a pair”. In other words, Toms gives a pair of shoes to
someone in need for each pair purchased. For many folks, the ability to help
others while simply buying a pair of shoes fills an inner part of the heart and
therefore drives continued loyalty.

HEAD LOYAL CUSTOMERS

About: This group is driven by rationality and common sense. In fact, they are
somewhat the total opposite of the heart loyals in that they will buy whatever
makes the most sense rather than buying to fill a sense of inner purpose. To sell
to this group, your brand must be the best, the most cost effective or drive some
other very clear value.

Main problem: In order to target this group, you need to have an undoubtedly
better product, or better marketing… or preferably both. For those selling B2B,
this is generally where you need to be. Because while most people may buy
something “just because”, business buy things to generate more cash value than
what they pay for them.
Examples: People who buy the grocery store brand cereal or other items fit in
this category. Likewise, people who buy the generic brand of clothing, medicine
or other items tend to be “head loyals”. They are buying because it’s basically
the same thing, but cheaper. They want the most value for their money.

HAND LOYAL CUSTOMERS

About:These customers tend to buy out of habit. They buy the same brand,
every time, without checking for price or for what’s on sale. These are the type
folks who always buy Pepsi or Always buy coke because that’s just what they
like and they will not switch.

Main problem: Clearly, getting this group to switch brands is very difficult.
Some ways to do this are by blind tests, such as the Pepsi Challenge. Another
way is to offer deeply discounted trial pricing or freebies that allow them to test
your product without any commitment or expectation. Getting this group of
brand loyals to switch is difficult, but not impossible. In fact, most of the “try
the items you see at the grocery store are designed to try to get people to try and
buy something new.
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Examples: Think of any main brand categories, whether it’s soda, pizza chains,
toothpaste, phones, or other such products and you’ll have an example. Ever try
to switch an iPhone user to Android or vice versa? Many people unknowingly
fall into this category and if you can provide a superior product at limited or no
risk, it is possible to win over large chunks of new customers. Your marketing
and sales approach will have to be very clever, of course. Good luck.

The challenge with this, of course, is that the skills and resources
needed to build and maintain these 3 types of loyalty are very
different and require a different approach, marketing technique
and sales model. So, for starters, it’s best to simply choose what
type of brand loyalty you would like your customers to have, and
then build, measure and learn from there.

POSITIONING OF LEVI’S

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 ANALYSIS OF
ELEMENTS OF VISUAL
MERCHANDISING USED
BY LEVI’S

Live in Levi's

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 FORMAT OF RETAILING OF LEVI’S
Levi's and company's product are sold through a wide variety of retail formats
around the World, including chain and department stores, approximately 15000
franchise stores dedicated to the brands in the company operated retail network,
multi brand speciality stores, mass channel retailers, and both company operated
and retailer websites.
There are approximately 2,000 retail stores dedicated to selling this brand
around the world

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LOCATION

CITY No. OF SHOWROOMS

PUNE 9

RANCHI 2

PATNA 3

NEW DELHI 15

NOIDA 4

HYDERABAD 7

BANGLORE 12

CHANNEL OF DISTRIBUTION OF LEVI’S

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 LEVI’S STORE
ANALYSIS OF STORE
LOCATION : SOUTH Ex STORE, SOUTH DELHI

FIRST FLOOR

SECOND FLOOR

GROUND FLOOR

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RED FORMAT – DLF SELECT CITY WALK, SAKET , NEW DELHI

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LEVI’S BLACK FORMAT STORE

LEVI’S STORE DWARKA

LEVI’S STORE RAJOURI GARDEN

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JHINRI FORMAT ( AMBIENCE MALL, Gurgaon)

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 VISUAL MERCHANDISING

MANNEQUINS

LIGHTS

NESTING TABLES

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GRILLL

D – BAR

T – STAND

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COMMUNICATION BOARD/ SIZE TAGS

PANEL SHELVES

MERCHANDISE DISPLAY ON WALL

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MANNEQUINS SET FOR WINDOW DISPLAY

FOCAL POINT AND NESTING TABLES

HISTORY WALL/ LEVI’S HERITAGE

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Levi’s opened around 500 outlets at prime locations in India

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LEVI’S focuses on these points while choosing Retail
market :
Size of trade area
Occupancy cost of location
Pedestrian and vehicle customer traffic location
Convenience of location for customers

Levi Strauss & Company had most of its early success because the
firm was behaving monopolistically. The company patented the
riveted jeans, increasing durability and gaining popularity

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 PRICING STRATEGY
Price of levi’s products is influenced by following factors:

 Cost of the product

 Affordable for the target market
 Demand of the product
 Uniqueness and innovative features of the product

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 PROMOTION
The advertisement is given by the Levi's on the demand of the product and
enhancement of its features

Levi's uses institutional advertising to promote companies image by saying

many copy the red tab no one can copy the original.

 Television advertisers are more innovative and target younger crowds

 Levi’s launched “ friends store” using a new facebook tool

17,140,703 FANS ON FACEBOOK IN INDIA ALONE

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BRAND AMBASDORS
Levis has signed big stars like sushmits sen, kangana ranaut , priyanka
chopra , and recently akshay kumar for there 501 promotion

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SALES PROMOTION

PHYCHOLOGICAL MESSAGE

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FASHION SHOWS

HOARDINGS

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 CURVE ID’S

 Levis has opted a more localised and youthful approach in

its offering and marketing. but at the same time it enjoys
equal command over the elderly population as well.
 we can expect to see another 150 years of history from
levis.

SOME PICTURES SHOWING UNIQUE DISPLAY OF

THE LEVI’S :

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 CONCLUSION
Visual merchandising is the act of making retail spaces more attractive and
pleasing for customers, entice foot traffic, and encourage impulse buying. Retail
businesses have seen a decline in recent years as customers have moved to
online purchasing. This has made it even more important to incorporate visual
merchandising strategies in order to improve retail sales and customer walk-ins.
Visual merchandising encourages consumers to buy from your store. This will
improve sales and encourage repeat sales. Visual merchandising is all about the
look, feel, and culture of your store and brand. If it’s done perfectly, it will help
increase your customer brand loyalty.

Visual merchandising is necessary in retail outlets that depend on heavy foot

traffic. It is an effective way to attract your customers. Following are some
major benefits of visual merchandising.
In order for retail stores to stay competitive in this largely online world,
proactive visual merchandising has certainly become of key importance. Retail
stores need to understand that a bulk of their sales are generated from impulse
purchases. Therefore, a perfect visual merchandise strategy can be the
difference between a highly profitable retail store and one that is barely
breaking even.

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 REFERENCES

https://www.gettyimages.in/photos/levi
s-jeans
http://ohboy-design.com/work/levis/
https://www.shutterstock.com/search/le
vi%27s+store
https://www.completecontroller.com/w
hy-is-visual-merchandising-important-
for-your-retail-store/
https://guides.co/g/how-to-increase-
retail-sales-with-store-design-and-
visual-merchandising-display/26858
https://www.slideshare.net/sandipkumar
1987/levis-retail
https://www.slideshare.net/shraddhanig
dikar/levis-3387502?next_slideshow=1
https://www.slideshare.net/firojmdshah/
levis-project

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