BRAND & MARKET

STUDY

AAHANA CHOUDHARY
VANSHITA KAPUR
VANSHIKA GUPTA
 TABLE OF CONTENT
1. BRAND OVERVIEW: History, Logo and its significance, Timeline
2. BRAND VISION & MISSION: Idea, Brand Image, Brand Identity, Mission
3. SEGMENTATION, TARGETING, POSITIONING
4. MARKETING MIX: 4 Ps of marketing
5. EVOLUTION OF MARKETING: Journey from Marketing 1.0 to Marketing 5.0
6. TECHNOLOGICAL ADVANCES: Impact of technology on marketing, branding and sustainability
7. CONCLUSION
8. REFERENCING
BRAND OVERVIEW
Levi Strauss & Co is an American clothing company
known worldwide for its Levi's brand of denim
jeans.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.
Jacob, being a tailor, is the inventor of blue jeans. He used
rivets to make the jeans more sturdy—an unusual step. In
1872, Davis wrote to Levi, who was at that time, his fabric
supplier, for help in getting a patent for his invention—the
riveted blue jeans. They decided to become business partners,
and together, they got the patent in 1873.
Sales took a significant turn during the California gold rush. The
demand for the product became too great for the company as

HISTORY
they were still operating from a room in the small factory
managed by Davis on Fremont Street.
So, in 1877, the Levi Strauss & Co. factory decided to expand as
they grew bigger. They further reinforced Levi’s jeans’ notable
features of the rivets, dark-blue denim, the stitching, and the
guarantee of quality. Therefore, the company’s jeans became
worn in the rough-and-tumble ranches and mines of the West.
In 1886, they used the “two-horse” leather patch to symbolize
the strength of the Levi clothing, and till today, the company
continued to grow its significance.
Logo & it’s significance
The Levis logo is called Batwing because
it has a similar shape. It can be visually
divided into two symmetrical parts with
side corners (top and bottom).
Semicircular cutouts add similarities
with the wing of a bat.

The bright hue of red the company

chose for its emblem guarantees
excellent visibility as this color never
fails to attract attention.
It has used different versions in its
earliest designs. We can link the
current custom sans–serif font to URW
Linear Wide Ultra Bold, which Albert
Jan Pool designed.
A horse symbolizes freedom, movement,
and power. It also aligns with confidence,
nobleness, and endurance. Levi’s used two
horses that were pulling its pair of jeans in
the opposite directions. The message is
simple—We make and sell quality,
durable, and long-lasting jeans. Wearing a
pair of jeans also helps us to move around
quickly and work smart
 Evolution of the logo
The debut version was very simple and contained only the
name, composed of the name and surname of the owner. It is
written in a narrow rectangle, supplemented with the
logogram “&” and the letter “C,” denoting the word
“company.”
oIn 1925, blue jeans were already in high demand;
therefore, explanation in the form of a picture was
unnecessary. As a result, the entrepreneur changed
the logo. He got a label with which to label any
product. It was a name written in red letters on a light
background.
many in the Wild West did not know how to read or
were not native speakers of English at all. As a result,
the owner of the enterprise used the drawing. So the
company-innovator got a logo-picture of The Two
Horse Brand. It depicts two horses that pull jeans in
different directions, and around there are many
explanatory inscriptions. The logo color palette is
monochrome because the main emphasis is on the
strength of the goods.
This period is legendary in the history of the logo because the era
of the abbreviated name of the company formed on behalf of the
founder’s name has begun. They became the word “Levi’s.”

After World War II, the logo changed color by placing

white lettering on a red-orange background.

During this period, the emblem received a wide substrate, dark

letters, and the inscription “America’s finest overall.” The
phrase is made in capital letters and is located below.
This is one of the iconic periods: it was then that the brand red color
appeared on the label. In addition to the short company name, the label
also has the phrase “Vintage clothing,” written in a simple, simple, sans-
serif font.

In 1968, the original logo form was introduced into use – in the form of
spreading bat wings. It shows the name of the manufacturer. The letters are
elongated, in upper case, except “e,” which is made lowercase.

Changes made during this period are minimal. The developers intensified
the color to dark red and reduced the height of the letters.
In 2011, Turner Duckworth’s agency designers reviewed some details of the
logo and adapted it to the present. For better identification, they “cut off”
the brand symbol because there was not enough space on the label. Thanks
to this, the recognizable shape of the logo in the form of a bat, along with
the text, was preserved. But the visual changes from the 2003 Levis logo
are almost invisible.
VISION & MISSION
 BRAND VISION
“We are the
embodiment of the
energy and events
of our times,
inspiring people
with a pioneering
spirit.”
BRAND MISSION
“ To sustain
responsible
commercial success
as a global
marketing company
of branded
apparel.”
BRAND IMAGE
The brand values are empathy, originality, integrity and courage. These guide every decision
they make and every action they take. And they fuel their commitment to drive profits through
principles. The USP of Levi’s is that it’s the Oldest Jeans Brand yet is modern.
Levi's brand is iconic because it's trusted by consumers — trusted for innovation, quality,
performance, durability, style, fit and more.
Levi's is committed to producing quality, hard-wearing products. With that in mind, along with
some denim-care-know-how, investing in a pair of timelessly designed Levi's jeans can be a
worthwhile investment⁠—especially if you find them second hand and extend their life.

QUALITY. INCLUSIVITY. CLASSIC. STYLE.

ARE LEVI’S JEANS
ECO-FRIENDLY?
 PICTURE OF SENDER
PHYSIQUE PERSONALITY
Blue jeans Youthful
A distinctive red logo Unwavering originality
Casual and free
EXTERNALISATION

INTERNALISATION
RELATIONSHIP CULTURE
Empathy American individual style of living
Affordable prices
Good quality
Unique identity

REFLECTION SELF IMAGE

Suitable for everyone Adventurer
Trendsetter Ability to buy
Trendy and cool

PICTURE OF RECEIVER
SEGMENTATION
TARGETING
POSITIONING
 MARKET SEGMENTATION
1. Demographic segmentation
In demographic segmentation, the market is divided into groups on the basis of variables such as age, gender,
income, occupation, education, religion, race, generation, nationality, and social class. The company makes
clothes for men, women, babies, young girl, boy. Thus, everyone is the potential customer for Levi’s.

Gender Income Age Occupation

Levis has a lot of products for Men
and Women from bottoms (Jeans,
Shorts) to tops (T-shirt, shirts).
Especially, women have more options
with Levis Curve ID. Furthermore,
Levi’s provides a lot of accessories to
satisfy customer demand.
Levi’s concentrates on high-income
people who affords to purchase the
brands. However, the company
doesn’t ignore the middle-income
people, the company offers a price
range from ₹2,400 to ₹49,000 that
can almost cover the customer
demand.
Few years ago, Levis Strauss
Company segmented its customers
according to their age. The range of
age that Levi’s offered includes adults,
juniors, kid and baby. This range is
very large, and has lost of potential
customer. Especially, when
consumers belong to youth class.
In the occupation segmentation,
Levi’s divides into students,
professionals, businessmen &
women, and executive
segmentation.

2. Geographic segmentation
Geographic segmentation calls for dividing the market into different geographic units such as nations, states, regions, countries,
cities, or neighborhoods. Levis’ goal is to expand the reach and appeal of their brands globally. Hence, they provide their products
all over the world. Apart from Levi’s Americas, Levi’s has a lot markets in Europe such as Belgium, UK, France, and other
countries.

Levi’s Asia Pacific Division was established in 1995 with headquarters in Singapore. The company employs more than 4,500
people, with offices in Australia, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, New Zealand, Pakistan, the Philippines,
South Africa, Taiwan and Vietnam.
3. Psychographic segmentation
In psychographic segmentation, buyers are divided into different groups on the basis of lifestyle or personality or values.
People within the same demographic can exhibit very different psychographic profiles.
Levis psychologically segments their customer based on lifestyle. The company tries to appeal to the customer’s individual
personality. This is apparent by the variety of styles of goods that Levis offers.

The Levi’s brand jeans have
become the most popular in the
world – capturing the
imagination and loyalty of
people for generation. It was
known as classic American style
and effortless cool.
The success of this brand is the
range of leading jeanswear and
accessories that appear in more
than 110 countries, allowing
individuals around the world to
express their personal style.
Levis Curve ID: focus on shape
of women, not her size.
Levis introduced Go Forth
“real to work” that will
empower and inspire workers
everywhere.

The Levi’s Brand

This brand is very ideal fit for family
The Dockers is designed for men
because the goods were made from
and women all over the world.
denim and casualwear for children,
men, and women. The collection of
In recent days, Levis introduced
this brand includes pants, shirts, and
“Wear the pants” with more styles,
jackets. Furthermore, Signature by
new fit, and bold color to put forth
Levis Strauss try to reach high-quality
a new definition of masculinity. It
and fashionable jeans at affordable
helps men feel strength and
price.
sensitivity.

The Dockers Signature by Levis Strauss

 dENIZEN
With slogan: fit for everybody, the dENIZEN brand
focus on that takes everything you love about a classic
pair of jeans.
Furthermore, dENIZEN means “inhabitant”: living on
earth, living in a place, just being. dENIZEN brand also
is ideal fit for friends, workers and families who
frequents in particular place.

4. Behavioural segmentation
In behavior segmentation, some behaviors that market should pay attention: occasions, benefits, user status,
usage rate, loyalty status, etc.
 Based on market segmentation, Levi's has determined market targeting and has identified market segment
opportunities. The attractive segment's characteristics, such as size, growth, and profitability, are variables that
this company pays attention to. Segmenting resources and objectives is another crucial element. Levi's primarily
targets the following demographic groups:

Upper Class Upper Middle Class

People who belong to this class, This segment of people should be addressed
Targeting

the price factor are not
important for them. In other
words, they pay attention to the
prestige of brand, and design,
style of the products. In this
class, Levi’s focuses on all age
ranges and genders.
because they have strong incomes and the
means to purchase pricey goods. These
people are occasionally almost always
potential clients. This class's characteristics
include a decent education, professionalism,
executives, and businesses. It is therefore
challenging to please them.

Target on Market Target on Developing

Specialization
Levi’s is aware that customers
want clothing to fit their bodies.
To serve their customer, the firm
created the Levi's Curve ID
brand.
Countries
People with high incomes in some developing nations, such as
China, Thailand, Vietnam, etc., are ready to spend a lot of money
on luxury and branded products. Nearly everyone wants their
attire and accessories to be noticed. Levis should keep an eye out
for emerging trends as a result.
 Positioning is the act of designing the company’s offering
and image to occupy a distinctive place in the mind of the
target market.

Positioning differs between countries, market

segmentations. For example, in Americas and much of
Positioning Europe the emphasize in on jeans as casual attire. In
contrast, Pakistanis wears indicate to the social fashion
awareness and high status.

For adolescents and youngster adults, who want to casual

attire, engineers jeans by Levis provide a unique fit and
functional status, unlike other competitors.
 PRODUCT
The jeans of the Levi’s brand are authentic and original
in terms of quality, color and designs. The styling
involved revolves around the current fashions and

Marketing comfortable apparels. The best quality materials are

used so that the customer finds satisfaction in the
Mix products. The reason for the success of Levis jeans is
mainly the satisfied consumers.The jeans can be
purchased in any size and color.

4 P’s It takes nearly thirty-three steps and undergoes

1. Product complicated processes in the production of every
2. Place apparel. In order to make them durable the products
have double stitched inner seams with five different
3. Price sized pockets. The label in leather is one of its
4. Promotion distinctive features and the small red colored tab is a
mark of authentic Levis jeans.

Besides jeans, the brand also deals in dress pants, jeans-

related pants, jackets and accessories like wallets,
sunglasses, belts, ladies bags and shoes. The products
are available for men, women and children.
PLACE
Levis is a global entity that is divided geographically into three
divisions namely Levi-Strauss America, Levi-Strauss Africa, Middle
East and Europe, Levis-Strauss Asia-Pacific.

In order to make its product a household name the company

realized that it must make its product visible and easily accessible.
Therefore, the brand organized a well-controlled and systematized
distribution channel.

The company has upgraded all its distributive centers and increased
the sales channel because they wanted to move faster than their
rivals did in this competitive market. At present Levis Jeans can be
purchased from any good retail outlet as well as from the various
shopping malls.

Internet has become one of the major selling options for the
company. It has an official website where purchasing the product is
an easy process as the consumers can go through the various color
and designs at their own convenience. The home delivery option
through this medium is also a bonus for the busy consumers.
PRICE
The pricing strategy of every company is very
important, as the customers want the best goods at the
lowest possible prices. Levis has kept a price
discrimination policy for all its products that are
available in different countries. The selling price varies
in each country because of its costing in the local
atmosphere and because of various political and social
influences.
The company does not allow flexibility in its prices to
maintain its image of exclusivity. Therefore, the
products are sold at the listed price that has already
being fixed by the head office. Their pricing policy is
influenced not by the competitors but by various other
factors like costing, market affordability and demand
for the product. Levis’s frequently offers some catchy
discounts and freebies for the student market:
Student discounts of 20%
Free shipping and alteration
Price range from low to high to make it affordable
The company does not compromise with the quality or
with the prices of its products because it is confident of
its loyal consumers.
PROMOTION
Levis has adopted a cool and trendy promotional strategy for
marketing their products. In order to increase the visibility of its
products the company has taken the help of active advertisement. It
has gone with the concept of off- beat commercials thatare shown in
various television channels, in newspapers, billboards and fashion
magazines. The company has been introducing new products at
regular intervals like the reversible jeans that have helped them in
gaining continuous limelight.
Levis has a comprehensive and effective strategy that includes the
participation of major celebrities. In India, it has roped in Priyanka
Chopra, Deepika Padukone and Akshay Kumar as its brand
ambassadors.
Levis has been using the method of competitive advertising to promote
its products. Now days the brand has been going for eye catching and
innovative ideas that will leave an impact and an everlasting
impression on the customer.
Internet has also become a good promotional ground for the Levis
products as the consumers find it easy to go through the various
available portals.
SWOT Analysis
STRENGTHS WEAKNESSES

1. Strong Brand Name and popular top-of-the-mind brand 1. High Pressures of Brand Protection
2. Expertise in Jeans Industry 2. Increasing competition means limited scope for growth
3. Distribution Channels and Global Outsourcing
4. Finance and Access to International Capital OPPORTUNITIES
5. Has over 470 self operated stored globally managed by
16000+ employees 1. Growing casual wear market
6. Levi’s marketing includes retro popular songs in its TVC ad 2. Low manufacturing and production costs in various
campaigns international markets
7. Over 60 and 25 manufacturing plants in US and abroad 3. Increasing acceptability of western wear across the
respectively world

THREATS

There are several brands in the market which are competing for the same set of customers. Below are the top 4
competitors of Levi Strauss:
1. Lee
2. Wrangler
3. Spykar
4. Tommy Hilfiger
 Evolution of Marketing
PRE-PATENT FOR JEANS

1847: Levi Strauss emigrates to the United States via New York at age 18.
1853: Levi Strauss moves to San Francisco to open the west coast headquarters of his family’s dry goods business.
1872: Levi Strauss and Jacob Davis go into business together to produce jeans.

POST-PATENT FOR JEANS

1873: Levi Strauss & Co. receives a patent for riveted jeans.
1886: The Two Horse brand leather patch is first used on Levi’s “waist overalls”, later known as “jeans”.
1890: Levi’s patent for jeans goes into the public domain, and other manufacturers are now allowed to produce jeans.
Levi’s names its jeans “501” as a way to differentiate its famous design.
1902: Levi Strauss dies, leaving the business to his four nephews, Jacob, Sigmund, Louis, and Abraham Stern.

POST-LEVI STRAUSS’ DEATH

1912: Levi’s releases Koveralls, a denim playsuit for children and its first product sold nationwide in the United States.
1913: Levi’s sees its first jeans rival in Lee, which sells Union-Alls, a one-piece denim coverall for factory workers.
1928: The company registers the word “Levi’s” as a trademark, and the Two Horse brand falls under the Levi’s name.
1934: Levi’s releases its first blue jeans for women.
1939: John Wayne’s western movies start to popularize jeans.
 1940s: The U.S. government issues jeans to soldiers to wear off-duty, and the trend sticks when they return from the war.
1955: James Dean wears jeans in the movie Rebel without a Cause. Jeans become a symbol of rebellion among baby
boomers.
1961: Marilyn Monroe popularizes jeans for women when she wears Levi’s in the movie Misfit.

POST-IPO NUMBER 1

1971: Levi’s goes public for the first time. Throughout the 1970s, Levi’s would grow annually by an average of 37%.
1974: Levi’s reaches $1 billion in revenue.
1976: Levi’s doubles down on its all-American brand strategy with its famous Route 66 ad.
1981: Levi’s sells nearly 589 million jeans.
1984: Levi’s revenue plunges by 78% due to new competition and missed trends.

RETURN TO PRIVATE COMPANY

1984: The company goes private again as Levi Strauss’ descendants take on $1.6 billion in debt to buy back the company from
public shareholders.
1986: VF Corporation buys Wrangler after buying Lee in 1969. Levi’s top two competitors on price are now under one brand.
1986: Levi’s launches Dockers as a new line of business casual clothing. The move saves the company from financial ruin.
1996: While Levi’s sees success with Dockers, they also take on multibillion-dollar debt to finance stock buyouts for family
members.
1997: Levi’s sales peak at $7.1 billion.
POST-IPO NUMBER 2

1997–2002: Levi’s sales fall every year after their peak, due to competition from high-end brands like Calvin Klein,
True Religion, and Diesel.
2004: Levi’s closes its last U.S. plant, giving into the pressure to outsource overseas for cheap labor.
2011: Levi’s hires Chip Bergh as CEO to lead the company to recovery.
2013: Levi’s signs a $220 million deal for the naming rights to the San Francisco 49ers football stadium.
2012–2015: Levi’s consistently captures 11% of the denim market in the U.S.
2015–2018: Levi’s sales of women’s jeans increase by more than $200 million.
2017: The Kardashians wear Levi’s in their famous Christmas card.
2017: Annual sales see recovery at $4.9 billion.
2018: Levi’s remakes Air Jordan shoes in denim as part of their first sneaker drop.
2019: Levi’s goes public for the second time to help pay off remaining debt—so the company can focus on growth.
2020: Levi’s direct ecommerce revenue grows by 52% in its third fiscal quarter compared to the same period last year.
 Marketing 1.0 and 2.0
When it comes to Levi's products, they are extremely comfortable and
of great quality. Through this, the company owns immense popularity
in the market and has a huge customer base with loyalty.
Levi's offers such incredible products and services that they don't look
elsewhere for purchasing. Its denim jeans are innovative, enough
spacious for keeping the necessary stuff and come with double layers
for durability.
Initially, with great focus on the product i.e. Blue jeans and producing
great quality with a product-focused approach, Levi’s was ahead of it’s
time, they were customer-centric since the very start.
At the time, not all of their customers—men working in factories or
trades—spoke English as their first language, nor were they
necessarily literate. Levi’s through visual branding with logos and The
Levi’s Two Horse brand leather patch won people over.
After several years of brand building, Levi’s customers would walk into
a store and ask for “those pants with the two horses”—a sign that
brand recognition had been successfully established post-patent.
Lady Levi’s jeans dropped in 1934 for “western women wearing
Levi’s jeans on farms and Levi’s saw an opportunity to
capitalize on the dude ranch trend, so they did something
unorthodox for the time: They designed an entire line of jeans
just for women. While it wasn’t the first time the company
would target a female audience—in 1918, Levi’s made
“Freedom-Alls,” a one-piece denim garment for World War I
work—it was the brand’s first real progressive move toward
everyday casual women’s wear.
Levi's adopts a Human-centric
strategy to express its views on
topics that really matter, like as
sustainability, body positivity,
women's empowerment and
equality for all.
They have made the choice to
communicate with their
customers through compelling
marketing initiatives.
 Marketing 4.0
Having a digital presence helps in direct communication with your customers. It requires an
effective digital marketing strategy to increase brand awareness among customers. Levi’s has a
strong social media presence.
Posts on the global cause
New launch following up trends
Yearly achievements recently celebrated there 501 Day
Job vacancy and insights
Youth achievement updates
Panel discussions
Levi’s is available on all social media platforms like Facebook, LinkedIn Instagram, and
youtube. They continuously post about the brand and keep the audience up-to-date.
 Marketing 5.0
Levi’s has found plenty of uses for AI technology, from automating mundane tasks and analyzing denim-related data sets to
helping its designers create new denim jacket designs.

INDIGO, an AI-powered chatbot Levi’s technology for instore excellence

First, Levi’s is investing in customer-facing innovations that
In 2019, Marc Rosen, Levi’s EVP and
take hyper-locality and customization to new heights.
President of Global Direct to
The store also features a 500-square expert tailor shop with
Consumer, was named The Robin
sewing machines, direct-to-garment printing capabilities, and
Report’s Radical of the Year. One of
iPads for customers to browse designs from branded designs
Rosen’s most notable
from tailors across the globe.
accomplishments was creating
The store also has large-format immersive LED screens and
Indigo, Levi.com’s chatbot, which
mobile POS systems.
the brand uses to converse with
At all US stores, Levi’s is leveraging CB4’s app for employees to
shoppers to determine their fit and
understand each store’s unique demand patterns.
style needs.
Indigo isn’t your average chatbot. It
sticks with shoppers while they shop,
helping them sift through styles and
Mom Jeans, please!
locate them in-store or online. They
Thanks, Indigo
can see promotions, trending items,
or talk to a customer service agent.
Levi’s technology for product innovation
The new Eureka Lab, nestled blocks from Levi’s San Francisco
headquarters, is the brand’s hub devoted to product innovation.
FOUR-WAY STRETCH JEANS: Fabric that recovers quickly
and doesn’t sag at the knees helped rebound the women’s
business and increased sales from less than $800 million to
$1 billion annually since 2015.
WEARABLE LEVI’S TECHNOLOGY : Levi’s celebrated the
50th birthday of their iconic trucker jacket with Levi’s
Commuter x Jacquard by Google Jacket. The garment,
inspired by bike commuters, lets wearers control their
iPhones from the jacket’s sleeve. Later, Levi’s optimized the
technology for ride sharing, road noise monitoring, and
location sharing.
Levi’s Technology for Supply Chain Enhancements
PROJECT F.L.X.
Project F.L.X. is a game-changing
operating model that uses “digital
prototyping and lasers to automate
the process of applying finishes to
jeans”—in other words, making them
look distressed, faded, and otherwise
cool.
This Levi’s technology will help the retailer:
Replace manual techniques that are time-consuming, labor-
intensive, and chemical-reliant, making this stage of the process
20-40x faster.
Create photo-real finished garments digitally, cutting finishing
design and development time in half, improving speed to vendor.
Capitalize on on-demand and hyper-local production, reducing
lead times from months to days.
Eliminate thousands of chemical formulations, propelling Levi’s
goal of achieving zero discharge of hazardous chemicals by
2020.

A design of Levi’s trucker jacket with Vincent van Gogh’s
Starry Night imprinted on it.
Image: Levi Strauss & Co
AI powered
design
Another piece of the AI puzzle at Levi’s is product creation,
where Walsh said AI-powered design now factors into the
company’s clothing. Dr Katia Walsh, chief strategy and
artificial intelligence officer at Levi Strauss & Co.
“We have a designer who is joining my team who has actually
created a style transfer algorithm. This is a powerful neural
network that he created. He’s feeding thousands and
thousands of art images into that neural network.”
These images can then be superimposed onto Levi’s products.
“We now have van Gogh’s Starry Night trucker jacket,” said
Walsh. “We haven’t made them yet, we have the designs, but
we plan to manufacture those and that’s an example of smart
creation powered by AI.”
 IMPACT OF NEXT
TECHNOLOGY
ON
MARKETING,
BRANDING
AND
SUSTAINABILITY
#We all move by Levi’s is a
successful campaign by Levis shed
light on freedom of independence
and intriguing youth by taking a step
forward so that if we take a step, we
all move with Levi’s. With
celebration and joy, this campaign
was presented by the brand
ambassador of Levi’s – Deepika
Padukon and brown ladies of India
dancing to music: Auva Auva Koi
Yahan Nache.
The denim and fashion industry is not inherently sustainable, while things such as hand-
distressing is arguably a more eco-friendly approach than machine methods.
Using its F.L.X. technology (which stands for future-led execution), Levi’s is bringing back vintage
pairs of jeans using the most contemporary technology around, all while reducing water wastage,
combating overproduction, and making sure it can react to trends almost immediately.
Levi’s considers sustainability in two areas: social and environmental. F.L.X. checks both boxes.
From a social side- Those hand-sanding and spraying jobs are the least desirable jobs in the
factory because of the hazardous environment. Levi’s is trying to get rid of those jobs, and to get
rid of exposing those jobs to different things that are put into the air when they create a finish. On
the environmental side, they have reduced water wastage and reduced use of chemicals.
“Unbuttoned” is the largest marketing
campaign in Levi’s 155-year history.
Relentless is in charge of the Search
Engine Optimization component of this
project. Levi’s Unbuttoned showcases
hip-hop artists, pop and soul musicians,
and celebrities who are revealing
themselves and their work. So far,
Estelle, Wale, Nikka Costa, and Jamie
Bestwick are part of the campaign, with
more celebrities and artists to follow.
Besides being one of the most popular clothing brands across
the world, Levi's manages to keep up with its records. The
brand follows some of the very significant marketing strategies
that have brought incredible results for the company.
From products to marketing analysis, Levi's is known for its
tremendous strategies that have kept the brand on the top for
167 years. The marketing strategies of Levi's are immensely
famous as well as strong.
In 2021, Levis appointed Deepika Padukone as its global brand
ambasaador. The brand is planning to target millennials.
However, they sell apparel for all age groups with a major focus
CONCLUSION
on ‘Women’s jeans’ nowadays since they find it a success driver.
Over the years, the company has maintained profits by providing
a wide range of products, capturing new markets and increasing
its market shares. The company created barriers to entry by
patents and trademarks, and by differentiating it’s products
from a generic jeans.
Levi Strauss and Co. maintained its corporate responsible image
and progressive stance on social, labour and environmental
issues, which may have long-run profit opportunities.
 REFERENCING
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