Product Concepts

Week #10: Product Concepts

A product may be defined as everything, both favorable and unfavorable, that a person receives in an exchange.

Over the last four years, Levi Strauss & Co, one of the most successful companies which produce jeans are constantly changing their products because the outside world keeps changing. Customers are more demanding and powerful. They want to offer something new to people, and at the same time only the proven best quality and highest value product ever.

 In the list of top market players in the fashion industry, the most shining name is Levis fashion brand. Levi Strauss & Co was named after its founder Levi Strauss in 1853. Levi's as leading jeans brand has entered into the international parlance and flooding the market with its designer apparels. Levi's products are marketed under various brand names like Levis, Dockers and Levi Strauss signature.

Sales Promotion and Personal Selling

Week #9: Sales Promotion and Personal Selling

"Advertising offers the consumer a reason to buy; sales promotion offers an incentive to buy".

In june 2009, apparel manufacturer, Levi's Strauss India Pvt. Ltd (Levi's), offered to sell its well-know Levi's brand of jeans and other Levi's products on equated monthly installments (EMI) payable though credit cards. Executives of Levi's jeans knew that this offer would increase sales against the chaotic economy downturn. They planned to arrest its decline in sales through this innovative offer.

On the other hand, Levi's Eco line brand support the "going green" movement in order to promote the Levi's brand, this manufacturer has come out with a promotional campaign centered around their new organic line, Levi's Eco.

Levi's eco line organic cotton will be used to manufacture the clothing. Levi's executives are trying to create change in the future. They want people to buy their new line but at the same time help the environment. They try to make people concious about helping the environment just by wearing the eco line while still being trendy, fashion and concious consumers.

The promotional method used are (print and Tv), personal selling at stores. The estimated cost of the entire campaign was $6.5 millions. It is incredible how much they are willing to spend in order to create interest and build awareness of the new Levi's Eco line. Of course the most attractive target for them are the young demographic of adults 18-34 of middle income who value quality clothing and the hottest trends. Levi's jeans is sending the message that you can look hot and still be eco-friendly.

In fact, creating interest is often considered the most important use of sales promotion. On the other hand, personal selling allows the marketer or seller to communicate directly with the prospect or customer and listen to his or her concerns, answer questions, provide additional information, inform, persuade and possibly even recommend other products or services.

Levi's - America (Go Forth) Commercial

The new campaign of Levi's was filmed in Braddock, PA. The campaign plays up the concept that Braddock residents are decendents of the pioneers who first wore Levi's in 1870s. Levi's jeans executives try to involve real people in this commercial with the idea that real people work hard and they would need sturdy pair of jeans or a trucker jacket to get down to work. Also, they want to show that everybody's work is equally important and we are all workers.

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.