Levis' Case

Due to the above reasons and lack of promotion, Levi’s achieved only 65% of their sales target. They promoted the wrong product under their brand, for the wrong price at the wrong place. They failed to understand the needs of their customers.

In the introduction of Chapter 1 “Consuming Passions” “The Culture of American Consumption,” it talks about how American popular culture is grounded in consumption. With the media in our hand, it is a huge influence towards the advertising world. With how styles of clothing have been changing over time, this talks about how from the earlier times wearing a simple type of blue jeans can change between who wears them over the years. As stated, “ By the 1950s, however, blue jeans began to bear an additional class significance as “casual wear” for middle-class Americans.” (72). In 1970 these pants have then become a simple fashion wear. They have also been introduced as a hipster type wear. Then in 1980 through the early 2000s, baggy jeans were

J.Crew as an iconic brand targeting young working professional by focusing on preppy and classy look failed in identifying brand focus. Also, their business model is performing poorly in the fast-fashion industry compare to traditional competitors, with its high prices, diverging quality, and undesirable brand image. Hence, the brand perception by customers has changed and many of them prefer to purchase the discounted products rather than full-priced items.

Jeans were made in in the 1850s. The place they were made was in New York. Yet, Strauss, the creator was not pleased with the money he was getting so he moved to California because he wanted to get some of the California Gold Rush. With him knowing Jeans were made for work he tried to get miners to get new jeans to mining. Not only was that a great choice, but it did better than he expected as he was not only changing his generation then, but now he changed my generation. He never thought that he would have gotten such success just from moving his creation to a place that people found that jeans were perfect for mining. If he would know how much he did for the fashion in American clothing he would be proud. Mainly because it is the number one

They represent the quintessential hardware. For any occasion, whether formal or casual, they serve as the perfect accoutrement. Add a flirty blouse or a sports coat, some heels, a belt or maybe even their best companion - a t-shirt and you'll turn heads. What am I talking about? Your favorite pair of jeans, of course. Jeans have come a long way since the era of the bell bottoms (so glad I missed that!). Some are indeed still flared and bell-shaped to slip just-so over a pair of boots while with others it's all about the length and skimming the floor ever so slightly. Decades may come and go, the symbolic Age of Aquarius giving way to the chronological one, but consumers will always covet the perfect pair of jeans. Culturally, jeans have shaped

Lastly, cases outside the Sixth Circuit have ruled that products other than knockoffs can create downstream confusion. The courts in Lois Sportswear and Payless both are examples of cases where non-knockoff products created downstream confusion. Lois Sportswear, U.S.A., Inc. v. Levi Strauss & Co., 799 F.2d 867, 872 (2d Cir. 1986); Payless Shoesource, Inc. v. Reebok Int’l Ltd., 998 F.2d 985, 987 (Fed. Cir. 1993). In Lois Sportswear, the court explained that the confusion occurred when a consumer saw the familiar stitching pattern on the defendant’s jeans and associated “the jeans with appellee and that association influence[d] his buying decisions.” 799 F.2d at 872. The court makes no mention nor implies that the defendant’s jeans were a knockoff of plaintiff’s jeans. Similarly, in Payless, a case in the federal circuit, Reebok contended that “[post-sale] confusion occurs . . . when a consumer observes someone wearing a pair of Payless

Jeans are something that we think it is a fashion statement but they aren’t. The real reasons jeans were made for is for miners during the gold rush. The person who made them was a guy named Levi Strauss, but he didn’t intend on making them he wanted to make tents and wagon covers. He made pants that were made for working into a style forever. Man, that is a lot right who knows.

When Quiksilver announced the start of its women line Roxy in 1990, they defined the brand as a “fun, bold, athletic, daring and classy” brand for young women. Market segmentation is a crucial marketing strategy and Roxy utilizes the four bases that are commonly used for segmenting consumer markets including geographic, demographic, psychographic, and benefits sought segmentation. The geographic segmentation is ideally unlimited for the Roxy target market because the brand offers clothes for both warm and cold weather, however, it focuses mainly on the “beach lifestyle” and is generally more popular in beach towns. The demographic segmentation of the Roxy brand, is aimed to attract young women between the

The ups and downs of the premium jeans industry and the constant fluctuating of threats to the industry made it interesting to see how the denim lines would respond. They were originated in the 1970s by Calvin Klein who created highly priced, skin tight jeans who used celebrities (i.e. Brooke Shields) to endorse the product. Since they were higher priced compared to your common, regular blue jeans sold by mainstream brands like Lee and Wrangler, they were meant to serve as fashion statements as opposed to comfort. They started off well in early on in the 1980s, but then hit a decline just a few years later. The mid 1990s came and they surpassed their highest annual sales in

There Is a similar relation among the clothes. Several customers shop there based on the quality and prices as well as the features associated with the products. An advantage of the store is that it has a wide product mix and various offering in different categories and all these can be located at one place. This attracts a wide variety of customers. In line with their positioning of offering quality, trendy products, the brand is consistently updating its product line. The brand does not focus on innovation but rather on always leading trends. In relation to the product life cycle, clothing has a short life span from the first to last stage as tastes change easily. For this reason, it is important to constantly anticipate consumer tastes and preferences prior to launching a product so as to retain and possibly build customers loyalty. It is also necessary to develop a successful marketing strategy to display product offerings.

First connotations were simple: “jeans are tough and rugged as men who wear them”. This image of a 100%

One company that faces these cultural issues daily is Levi Strauss and Company. Levi Strauss and Company is a large American company founder in 1853 and is well known for its denim line. Currently Levi Strauss and Co. has operations in over 110 countries with over half of its corporate revenues coming from outside the United States. In American history we have all heard complaints of companies in the garment industry hiring underage employees outside the United States and poor working conditions. Levi Strauss and Company has not been left out of these accusations.

I don’t believe there can be just one core image about Levis because it has such a wide variety of brands. Levis will be seen as whatever each customer thinks of what

The major source of promotion of Levi’s is done by creating public relations. The sales promotion of LEVIS targets the end consumers. Since the Levi’s JEANS are in growth stage in India, therefore, the promotional Strategy is based on persuading of prospective buyers.

There is no need to clarify the fashion appeal of denim jeans in the fashion world. Jeans are now a very popular article of casual dressing around the world. Denim has been used in America since the late 18th century for making casual wear, uniforms and work clothes. Jeans originally designed for cowboys but after that it became popular among youngsters. The story of jeans begins in the city of Genoa, in Italy. After that the French city of Nimes, weavers tried to reproduce the fabric exactly, but without success. However, after long trialing, they developed another twill fabric that became known as denim.