Strategy Brief: Julia Stapleton, Ting-Wei Lee, Aric L. Harris, Chad Begley

SWOT AnalysisStrength

1. Strong Popular Brand

Name

2. Expertise in Jeans Industry

3. Global Outsourcing

4. Strong History and Quality

Weakness

1. High Pressures

of Brand Protection

2. Limited scope for

growth

Opportunity

1. Growing casual wear market

2. Low manufacturing

3 Production costs in various

international markets

4. Increasing acceptability of

western wear across the world

Threat

1. Fast changing consumer

tastes

2. Lack of protection of

property rights in some

countries like China

3. Increasing Competition and

Product Substitution

4. Lacking in young customers

Critical Issues Levi fails to properly target

the millennial

demographic.

Competitors offering

premium, value,

traditional, and fast

fashion denim.

A heavy reliance on its

heritage, causing older

image

Inefficient distribution

channels

Decrease in brand loyalty

What we Want for

You

Introduce marketing

campaigns to gain and

retain customers

Implement ways to keep

potential consumers

actively involved with

the brand

Bridge the gap between an

older brand and newer

market.

Increase purchasing patterns

within a younger

demographic

Increase value, appeal, and

sales of 501s amongst

millennials

Our Goals For Levi

Levi Never Fades

Style never fades, Levi never fades!

Marketing Mix

Product

o Men: 501 Original, 501

Shrink-To-Fit, 501 Original

(Big & Tall) 501 Skinny,

501 CT, 501 Shorts, 501

Original & 501 CT stretch,

501 Selvedge, 501

Premium

o Women: 501 Original,

501 Skinny Fit, 501 CT,

501 Shorts, 501 Original &

501 CT Stretch

Place

o 50,000 retail locations in

more than 110 countries

through chain retailers,

department stores, and

specialty retailerso Asos.com, Urban Outfitters,

Nordstrom, BloomingDale’s

PricePrices range from $39.99-

$275 depending on the

specific 501 Category

type

Promoo Levi offers price

promotion through email

subscriptions, online

promo codes, and moreo Social Media

advertising and marketingo Collaboration with

connectorso Event Marketing

Competition

● Technavio analysts forecast denim

jeans market to grow over 8% from

2016-2020.

● More innovative ways to improve the

shopping experience

● 2017 trends are focused on product

personalization

● Recycled jeans from plastic and other

materials.

Market Trends

Target Audience

-Carmen, 21

-A senior in college

-A film production major

-Works part-time for a local

news station

Likes:-Goes to the old/classic

movie theaters

-Loves to run and bike

-Attending comedy

shows

Extra:-Commutes by bike to help

lessen gas pollution

-James, 27

-An artist/tattoo artist

-An avid WoW player

Likes:-Buying and collecting rare

sneakers

-Taking road trips with friends

-Raising amphibians(Frogs)

Extra:-Hopes to own and run his

own tattoo shop

-Aspires to pick up

surfing someday

Consumer

Behavior/Insights

Purchase their jeans at brick-&-mortar

stores (95+%)

Quality over quantity

Between ‘fit, style, price,versatility, and

brand name’, pricing took 3rd.

The top three factors that would turn

consumers away are tearing,

scratchiness, and shrinkage.

Levi’s are considered more traditional

and inexpensive (mid-priced), than

many of its direct competitors.

Consumer Trends

1. Millennials value authenticity

2. They expect a marketing

experience

3. Personalization marketing

4. Content sharing is crucial

5. Socially conscious

6. Price is a factor, but brands

matter

7. Mobile is everything

Strategies and Tactics

Strategies Tactics

Create a personal brand experience via social

media to target millennial audience and influence

audience to purchase Levi

● Collaborate with popular fashion bloggers/vloggers to

wear and promote the Levi 501 and on their social media

accounts (Twitter, Instagram, Youtube)

● #LeviNeverFades

Develop and implement new marketing and

advertising campaigns to increase brand

awareness

Levi Never Fades event at Lollapalooza, Coachella, and

Bonnaroo and Electric Daisy Carnival.

● Vintage, Levi graffiti school bus with Levi denim seats to

sit and shop on.

● Free Blue Vitamin water if you take a selfie at Levi Never

Fades tent and post on social media with hashtag

#LeviNeverFades

● D.I.Y jean station outside (distress, paint, pin, etc)

● Brand Ambassadors will be there to talk about proper

denim care

● Partner up with Urban Outfitters to offer 20% off coupons

for any Levi purchase at Urban Outfitters

Why?

● Bonnaroo is smaller, but hits

East side of U.S.

○ 80,000 plus captive

audience for 4 days

Connectors

Budget/Timeline

Our timeline will be implemented over

the course of 8 months. We will grab the attention

of millennials on social media, winning them over

as customers.

Resource

s Images : Levi’s instagram, Google, WGSN

Texts: Statista, Mintel

http://www.levi.com/US/en_US?camp=DRSearch:Google_TM&K_

AFFCODE=747_11488

https://www.ssense.com/en-us/men/designers/levis

http://www.vogue.com/article/levis-tailored-501-jeans-eureka-

lab

http://waitingforsaturday.com/blog/levis-501-ct

Thank

you!