Levi’s

Ashish | Ayushi | Neha | Nidhi | Prerna | Shruti A

 VISION & MISSION

Vision Mission

Build a better, sustainable way

of life for the weaker sections of To deliver profits through
society and help the country in principles to make an
building strong foundation in outsized impact on the
areas that concern the most. world.
 Levi’s – Brand History

Women have also Vogue- Western Image shift from

Started to make accepted the denim Chic & famous rebellious to “sex
Partnership of Levis Popular in other part
Denim jeans for as leisure wear for Women Denim Wrap appeal” , then “Rock
& Jacob of country
Goldmine worker weekends Dresses & Roll” , “Cool”

1872 1920 1930 1939 1950

1853 1875 1920 1930 1942 1951

Trouser with Rivet Levi’s Denim in War Wear, Strong Rebellious moment
Leading Workwear
for People work in Hollywood in Wear of Youth
Item- Men Trouser
Gold mine Cowboy Look
Levi’s Throughout the Years
 2025 Water action
strategy

• Reducing water usage ​for manufacturing

in high-stress areas by 50%.

• 80% of their factories and fabric mills will

become distinguished ‘’Water<Less®’’
facilities — which means they will have
water-saving guidelines.
 • Age: 15-30 Male & Female • Age: 30-50 Male & Female
• Fashion conscious • Professionals & Blue collar
• Students & young professionals • Have been wearing Levi’s since their youth
• Middle Income

VALUES:
VALUES:
• Self expression • Sense of loyalty
• Authenticity • Carefree sprit
• Peer acceptance • Familiarity
• Trendsetter • Self expression
• Effortless cool

CURRENT TARGET MARKETS

 Brand Image-

• Original , Quality, Loyalty

Brand perception

• Rugged, Strong, Outdoor, Adventure, long-lasting

Tagline-

• Live in Live’s
• Go forth
Brand Identity •
•
Quality never goes out of style
Original Jeans, Original People

Brand Concept

• Opportunity to craft experiences

• To build confidence through durable clothing

Value Proposition

• Sustainable, Recyclable, Secondhand, eco-friendly, Trendy,

Fashionable, Denim
 Picture of Sender

Kapferer’s
PERSONALITY
PHYSIQUE •Casual
•The iconic pair of blue jeans •Authentic

Brand •A distinctive red logo •Young

•Free

Identity

Internalisation
Externalization
RELATIONSHIP
•Good Quality CULTURE

Prism •Affordable prices

•Distinct Identity
American
individualism
style of life

REFLECTION SELF IMAGE

Levi’s Brand •Suitable for everyone
•Trendsetting
•Cool and trendy
•Adventurer
Identity
.
Prism
Picture of
Receiver
BRAND INTEGRITY
EMPATHY
PHILOSOPHY Walking in other Doing the right
people’s shoes thing

COURAGE
ORIGINALITY
Standing up
Being authentic
for what they
and innovative
believe
 Aaker’s Model

Levis-as-product Levis-as-organization
• A long brand heritage
• Product attributes
• Culture of America
• Values of Levi’s
• Casual apparel brand for both • Outlet designs
group

Levis-as-person Levis-as-symbol
• Real • The red iconic symbol
• Adventurous • Pair of blue jeans
• Motivated • Maintained positioning among competitors
• Confident