Essay on Levis Case

4) Based on your positioning strategy, what brand name and marketing budget allocations would you advise?

With other companies starting to encroach upon the Jeans market share, Levi’s decided to introduce a new product. With the goal to gain profits, Levi’s pursued diversification with the new product. This product was formal clothing for men.

Robert Swan once said “the greatest threat to our planet is the belief that someone else will save it.” Two companies that understand this concept are Patagonia and Nike. How they address these issues regarding sustainable business practice vary, however. Both have made it their mission to deliver excellence and make the best quality products within their industries, Patagonia focussing more on outdoor active wear, while Nike is more sports oriented. Part of this process has been developing products from sustainable sources. Patagonia, for example, actively took a stand against chemical intensive cotton in 1994, and has since switched to less harmful means of organic cotton within all their cotton-based products. They are even going the extra

Accordingly, we have researched that the sustainable fashion is a growing trend in recent years and growing number of millennials are interested in the sustainable fashion market. More importantly, we anticipated that there are already big fast fashion brands like Zara, H&M, or Topshop that it is hard for J.Crew to recapture the lost customers in the fast fashion market.

This papers purpose is to teach fashion heavy consumers on the real price of fast fashion and how buying it affects the environment. This type of audience can be anyone who partakes in the buying of well-known cheap retail stores that have a large audience of being fast and obtainable. These consumers should have the information on how fast fashion effects are environment so it could possibly alter their buying habits to be eco-friendlier but buying either less or more sustainable clothing instead of the cheap alternatives. This audience should care about this purpose because this will affect the world now and for future generations as their environment is being mistreated because of these fast

I believe blue jeans are a product that requires an investment, especially if you want them to last for a while. Likewise, I have a brand preference when I purchase blue jeans. Ferrell and Hartline (2014) acknowledge that, a brand preference is a type of brand loyalty in which a customer prefers one brand to competitive brands and usually will purchase the preferred brand if it's available. However, in my case with blue jeans I usually have a brand insistence in which I must have the brand that I fully enjoy and I will not accept any other brand of jeans in place of them (Ferrell & Hartline, 2014). I like for my jeans to last versus having to go out and buy new jeans every other month due to wear and tear, fading, and frazzled ends. Essentially, I purchase the brand of jeans I have been loyal to for years and that I truly enjoy the fit, style, color, quality, and durability of the jeans. I refuse to purchase other brands despite the fact that I have attempted to try other brands, but essentially, they just don't supply me with what I am looking for in the quality of jeans that I desire and

TenTree has created a product with the positioning to give customers clothing options that are environmentally and socially responsible. They promise to plant ten trees for every item purchased and only use factories that are approved by WRAP. (TenTree, n.d.) They also have a large selection of t-shirts, hoodies, sweaters, tanks, hats, and toques, in a variety of different colours and sizes. (TenTree, n.d.) Satisfying the customer wants for a wide variety of socially and environmentally responsible clothing has created functional-instrumental value for their customers.

Just as J. Crew has begun to target lower price point markets, it has begun to also target higher price point markets. J. Crew’s “Collections” and “Wedding” lines use finer materials and more intricate designs in their pieces, but are sold at more expensive prices. Lastly, the company’s sub-brand “Madewell” focuses on American-made denim and casual styles that aim to attract teenage to middle-aged women. J. Crew immense growth throughout its years has come as result of its ability to diversify its brand into many different

Of the hundreds of named brand clothing that form part of the retail and fashion industry I chose to compare, for my analysis, Abercrombie & Fitch, Forever 21, American Eagle, and H&M. These stores are prominent, well-known for selling apparel, shoes, and accessories by the means of offering sales and promotions to their customers. This is a clever strategy for attracting customers, allowing them to believe that they bought goods at affordable, convenient prices – and not to mention the prestigious name prescribed to the clothing brands. Using keyhole.co as my main source, I obtained relevant and valuable information regarding the status of these brands. My intentions were to compare a period of 14 days, however, due to the limited access that I received from my free trial, the program only allowed me to see fewer of the dates than I anticipated. I want to take this opportunity and mention ahead of time that due to the various and distinctive products that are sold from these stores, when looking for the “spending capacity” I decided to focus on shirts/ jeans for men and women and compare the prices among them since each of these retailers carry those items and as a way to make this report easier to contrast and comprehend. Also, when approaching the section of “setting”, I screen-shotted some of the images on Instagram and made them into a collage to separate the type of clothes and trends that each of these brands sell currently. In the following modules

For decades, J. Crew has been a staple of middle-class America’s wardrobe. The company targets upper-middle class customers, selling Ralph Lauren-like designs at a lower price point. However, in recent years, the company, in addition to numerous other middle-tier American retailers, has struggled to find it’s niche in an industry often focused on the extremes. J. Crew’s executive and marketing teams have implemented new strategies to regain market share.

Patagonia Case Study “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” Since being founded in 1973 by outdoor enthusiast Yvon Chouinard, Patagonia has gone to great measures to follow their mission statement and build a brand based on quality, trust, sustainable practices, innovation, and loyalty. By becoming a pioneer of using organic cottons in its product lines and using environmentally sustainable processes to make its products, Patagonia has managed to appeal to a certain yet growing consumer base. The consumers are men and women between the ages of 18-40 primarily in North America (West Coast and North East) who are active, outdoor nature lovers, and are supporters of sustainable and environmentally friendly practices. In addition, they are the ones who try to live a healthy lifestyle by eating organic products and attempt to reduce their environmental impact by

As we discussed in class, a threat of substitute does not necessarily just mean other high end, premium, higher priced jeans. Substitutes could include any types of jeans. There are skinny jeans that are mentioned throughout the case, as well as slim cut jeans, straight cut jeans, low/medium/high rise jeans, etc. Any type of jean poses as a threat to premium denim jeans because consumers fashion senses are constantly changing. As of late, more people have shifted towards the casual, relaxed fit jean type of lifestyle, as opposed to before the down economy started in 2008 where many were trending more towards the “fashion forward” or the “aspirational shopper” as the case described. The aspirational shopper consists of a middle class person ($75,000-150,000 income per year) who is willing to buy luxurious, high-end jeans. So the overall point here is that all jean types are a threat of substitutes. Another layer of substitutes could really be any type of pants in general. People love wearing sweat pants around the house, females tend to wear a lot of dresses and skirts nowadays, leather pants are somewhat of a trend, and everybody wears shorts at some point in the year. So these are threats of substitutes as well. Lastly, any other high-end products people could choose to spend money on pose as threats as well. Maybe consumers will choose to spend their money on high-end accessories such as a new watch, or maybe a handbag or scarf if

Levi’s is a brand recognizable in the whole wide world. There is no person who wouldn’t be able to associate correctly the Name with the product. LS&Co has managed to create something timeless, just like their classical 501 blue jeans.

Generations ahead of us only had a tiny wardrobe, where clothes were not washed every day. In our generation, fast fashion is in. It’s ok to have multiple shirts or shoes of the same color. It’s actually ok to throw away unwanted apparel. Apparel companies are beginning to focus on sustainable fashion, also known as eco fashion. Apparel, fashion, and textiles is the most polluting industry in the world. Every stage, that a garment goes through, uses up and threatens our resources.

Levi’s in the comfort business. Not just mean physical comfort but providing psychological comfort – the feeling of security that, when you enter a room of strangers or even work colleagues, you are attired within the brand of acceptability. Although what a consumer defines as psychological comfort may vary from sub-segment to sub segment. The key phrase here is that last one, ‘from sub-segment to sub-segment’. In its attempts to be sensitive to the various fluctuations of taste among the denim-wearing public, Levi’s has diversified its brand by creating a wide range of jean styles.