Advertising and Public Relations

Week #8: Advertising and Public Relations

 The Innovation of the rivets in the jeans differentiated Levi's jeans from others because of its increased durability.

The firm positioned its products with changing times and changing demands, keeping existing customers and capturing new markets. Increases in sales ultimately increased profits. There is no more distinctly american item of apparel than blue jeans. For close to 150 years, Levi's jeans have captured the attitude and spirit of americans of all ages.

 Levi's jeans is still weathering the chill wind of changing fashion. Levi's executives are concious that advertising is the best way to build the brand image.

For this reason Levi's will start to shift some ad dollars away from TV to new media that offer interactivity and that attract its sought-after young adults. It is a reality that today's advertising dollars for successful consumer brands are spent on maintaining brand awareness and market share.

Retailing

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Some pictures of my visit at Levi's Store and my Levi's Bold Curve Jeans.

Retailing

Week #7. Retailing

I think people can be lured into buying products that they don't need by smart advertising. It is for this reason that Levi's brand are looking for trusted, optimistic employees to join their iconic american jeans and casual wear brands.

Believe or not the Levi's Stores sell theirs products to all retailers at the same price. Levis Company doesn't suggest a final price to charge to customers and do not control the retail price of their product in any way. For example the 501 Jeans for Men cost is $64 and The Black Levi's Cost is $78.99 because the colour requires more processing.

A revolucionary retail product for Levi's Company is their new line of Customer Fit Jeans made to fit The Curve of a  woman's body. The new line, Levi's Curve ID, utilizes a revolucionary Fit System based on shape, not size and was created as a result of studying more than 60000 body scans and listening to women around the world of all shapes and sizes. The three types of this amazing jean are the following:

Slight Curve- is designed to define a woman's waist, while accentuating her curves.
Demi Curve- especially to flatter a woman's waist, while smoothing her shade.
Bold Curve- which is my favorite design of jean because is designed to hug the waist, without gapping or pulling. If jeans usually fit in the hips and thighs, but gap in the back , i can said that if you want a perfect fit jean you should try the bold curve.
 
During my visit at Levi's Store in 25 w 14 St(between 5th ave & avenue of Americas), my intention was to figure out about their retail system in prices, clothes styles , customer services , etc...When i walk in the store the customer services provided by the Levi's Jeans employees was excellent. Levi employees introduce the new line what is the Fit Jeans. They suggest to try some of their products eventhough i didn't promise to buy any of their merchadise. I try the Levi Bolde Curve because they said that would be the best jean for my type of body. They were right, it  was a perfect fit for my body. I decided to buy the jean. It cost me $60 dollars but i didn't regreat my decision of  my purchase.  I think that the customer service provide in any Retail Store is the Key to Succeed in this competitive business of sales.

Consumer (decision making)

Week 6: Consumer (decision making)

Levi's jeans executives know that in order for a new brand to establish itself in its market  and for its products to sell succesfully, thus achieving company goals and shareholder profitablitity, a number of key principles concerning consumer behavior needs to be done. The marketing strategy employed by Levi's on their new "Anti-fit" style jeans, and at the importance of consumer behaviour in deriving this strategy is a good example of consumer decision making. Establishing a strong and distinguishable brand image for the "Anti-Fit" range of jeans is the central idea behind levi's marketing strategy for breaking into the competitive market and ultimately gaining a favorable share of the market for designer jeans. Creating the right brand image is largely dependent upon being in tune with the mindsets, beliefs, values and aspirations of the modern, well-informed consumer.

Developing a Global Vision

Week 5: Developing a Global Vision

The iconic american brand of blue jeans Levi's announced that it is going to launch a new global brand in China. The Levi's jeans executives  are envisioning the attration of new consumers from China. This global brand in China represent doing business with a huge economic potential country.

It is hilarious that Levi Strauss & Company 17 years ago walked away from China. The reason of this decision was based on it's shared values, which provides the foundation for all the company's decision making. The leadership of CEO Robert Haas, Levi Strauss has redefined its business strategy. Hass decided to focus on a more value-centered management that would emphasize social responsibility and employee rights. As Hass stated "Values drive the business" (Howard 1990). Levi's decisions to leave China was not easily. A company task force worked for three years on developing guidelines for doing business abroad. The standards developed reflect Levi's shared values. The standards, which became known as the "Global Sourcing Guidelines", have two parts. The first is know as the "Business Partner Terms of Engagement" and addresses specific workplace issues that Levi's international business partners control, such as safe working conditions, fair wages, prohibitions against child labor, etc... Second, it is that company inspectors make periodic surprise visits to job sites around the globe. If they discover violations to those rules, Levi's will either require that changes be made on any particular case with the subcontractor. The company found no major violations of its workplace guideliness after making ten random inspections of its chinese subcontrators. Today Levi's brand jeans are produced in China.

Marketing Environment

Week 4: Marketing Environment

Levi's has realized that the marketing environment presents a never ending series of opportunities and threats. The managers of Levi's are the trend trackers and opportunity seekers. Many opportunities are found identifying trends, directions or events that have some momentum and durability and mega trends as major social, economic , political and technological changes that have long-lasting influence. Within the rapidly changing global picture, the marketers of Levi's jeans are monitoring all these changes and following the six major environmental forces: demographic environment, economic, political ,etc...  

 Target Market
Jeans targets its market by evaluating the wants of customers. Mostly Levi's targets its  market among the following classes: Upper class and Upper midddle class.

Target Market Strategy
The target Market Strategy adopted by Levi's is basically on having long-term relations with their customers and to provide them with the better product.