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Levi's, which belongs to the group Levi Strauss & Co., was created in the United States in 1853 by Oscar Levi Strauss. Today it is one of the most famous companies producing clothes in the world with a turnover exceeding 4 billion dollars. Its success is due in part to its adaptability and innovation. Now the reputation of the brand is worldwide and has emerged from 5 generations of consumers.

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[...] Indeed, the new concept of "Levi's Store" is characterized by a surprising design. In the test-store in Brussels, the number of jean has increased by 35% and the number of visitors to 7%. In the immediate future, the goal of the brand is set up a retail expansion plan. To that end, Levi's is increasingly using the media to communicate and advertise. Indeed, the use of the internet is one of the strategies of the group: Levi's has recently launched a campaign to restore the image "trend" of its brand among the 18-24 years. [...]


[...] Those are the main plans for the future THE COMPANY a. Company’s current situation and recent history Levi's, which belongs to the group Levi Strauss & Co., was created in the United States in 1853 by Oscar Levi Strauss. The company began to produce jeans from the 1870s, but the modern jean was born in 1920. Today it is one of the most famous companies producing clothes in the world with a turnover exceeding 4 billion dollars. Its success is due in part to its adaptability and innovation. [...]


[...] Levi's believes that worked together, they are the source of its success. Today, the Levi's brand is an authentic American icon, known in the whole world. Levi's jeans embody freedom and individuality. Innovation is the symbol of Levi’s history, which always search creating trends and setting new standards. The business strategy is adapting to this product through the use of the Internet. The digital is important for Levi's and is at the heart of the marketing strategy because it can translate the modern values of the brand. [...]


[...] In so far as the campaign directly concerns Levi’s customers it will create word of mouth. The new concept of advertising campaign will be a basic conversational subject. Finally, the pictures will represent less in Levi’s marketing expenses than professional models. Another aspect that must be mentioned in relation to this concept is that the customers will much more identify themselves with the individuals of the campaign than with professional models. In that sense, Levi’s behaves as a brand that stays close to its customers. [...]


[...] Customer market segments COMPANY BRAND POSITIONING 19 a. Product value offering 19 b. How does company position its offering in relationship to competitors in order to attract customers MARKETING MIX 21 a. Product policy 21 b. Pricing policy 21 c. Distribution policy 22 d. Communication policy CONCLUSIONS 24 a. SWOT Analysis 24 b. Recommendations EXECUTIVE SUMMARY Levi's, which belongs to the group Levi Strauss & Co., was created in the United States in 1853 by Oscar Levi Strauss. Today it is one of the most famous companies producing clothes in the world with a turnover exceeding 4 billion dollars. [...]

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Informations sur le doc

Date de publication
24/05/2010
Langue
anglais
Format
Word
Type
étude de cas
Nombre de pages
29 pages
Niveau
grand public
Consulté
1 fois

Informations sur l'auteur Alexandre B. (étudiant)

Niveau
Grand public
Etude suivie
droit des...
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