levi strauss & co. s dockers
TRANSCRIPT
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Levi Strauss & Co.’s Dockers
Creating a Sub-Brand
Valerie Lee MKT 325
October 23, 2006
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Levi’s Branding Strategy p High-quality p Classic p Comfortable p Durable p Established history of creating jeans since
1853 p Traditional target customers – American
males (18 – 24 years) p New target customers – American males
(25 – 49 years)
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Negative Aspects of Branding Strategy p Non-jeans lines struggled in face of more
established competition p Company had diversified too much p Lost focus on their core products p Did not change clothes quickly enough to
meet: n Changing consumer tastes n Shifting fashion standards
p Failed to create clothes that appealed to new, younger target markets
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Dockers’ Communication Strategy p More formal than jeans p Less casual than dress slacks p Non-numerical name p Leverage Levi’s brand name
n Contemporary attitude n Timeless and classic
p Two-pronged approach n Retail trade n Consumers (professional urban men, 25 – 49)
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Advertising Strategy Goals p Educate audience about new product p Create brand awareness p Leverage Levi’s brand association p Establish a certain amount of autonomy to
signal product differences
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Advertising Approach p Approachable, everyday-looking men p “Levi’s 100 percent Cotton
Dockers” (tangible bridge to Levi’s jeans heritage)
p Reality-based advertising style and imagery
p “I like those guys. They’re like me. And I like the way they look in those pants.”
p Three 30-second ads of men in their 20s, 30s and 40s having informal conversations
p Camera focused on men from waist down
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Success of Dockers Ad Campaign p 1993 – Dockers accounted for 50%
or more of casual pant sales volume p 1997 – 70% of American men
(25-45) owned a pair of Dockers p Brand awareness – 90% in Levi’s
target market p Average Dockers customer owned
2.5 pairs of the pants
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Dockers Brand Image p Quality p Comfort p Freedom p Adaptability p Conformity
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Building Brand Equity p 1986 Campaign
n Combined head and heart n All-purpose, no-nonsense pants that connected
to emotional needs of Baby Boomers p 1995 Campaign
n Combined head, heart, and groin n “Nice pants” n OK for men to have a sense of personal style n Ok to be seen as sexy
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Dockers’ Marketing Strategy p Capture chief thing missing from men’s
lives p Emphasize sociability of men wearing
Dockers p Make men feel comfortable wearing
Dockers p Use of everyday-looking men was
consistent with blue jeans ads p Focus on casual clothing ties in with image
and heritage of blue jeans line
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Changes in Dockers’ Marketing Strategy p 1986 – Focus on khaki Dockers line and “butt-cam” ads p 1991 – “Nobody Does Colors Like Dockers” p 1993 – Promote full-time casual work environments p 1995 – “Nice Pants” campaign p 2004 – Levi’s tried to sell its Dockers label p August 2006 – Launch of RedWire DLX jeans for iPod users p September 12, 2006 – “Dockers Four Wearing Occasions”
campaign (work, weekend, dress, golf) p Fall/Winter 2006:
n Low-waist, slim silhouettes for men and women n Black denim n Levi’s Engineered Jeans n Levi’s Vintage Clothing n Levi’s Eco Jeans (organic jeans)
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Dockers’ Four Wearing Occasions
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Dockers’ Four Wearing Occasions
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Dockers’ Four Wearing Occasions
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Dockers’ Four Wearing Occasions
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Dockers’ Four Wearing Occasions
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Dockers’ Four Wearing Occasions
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Challenges p Dockers brand has lost much of its popularity p Dockers cannot rely as heavily on Levi’s history
to propel brand forward p Almost every clothing retailer sells khakis p Need to separate themselves from other brands p Khakis have evolved from a trend into a
commodity p Need to keep brand relevant in a changing
market p Older jeans brands are seen as less trendy by
younger consumers p Competition from innovative jean designs from
companies that cater to younger target market