Introduction
Over time, jeans have almost become an essential part of the wardrobes of the general population. The life cycle of the jeans market has naturally, changed with accordance to the economic and social factors of the last century and also according to the trends in the world of fashion. The market for jeans has seen varied phases but its overall life-cycle has largely remained stagnant. This market very rarely sees a bad phase and 67 million pairs of jeans were sold in France in 2004.
From being a symbol of struggle and courage in the year 1929 in America, jeans are now considered to be a classic commodity of our closet.
Levi's and its designer jeans lead this market but there are several other brands that also sell this product. Lee, Ricas Lewis and Lee Cooper are also leading players in this market. These companies use aggressive marketing and business strategies that has created a market with very high competitive pressure.
In this paper, we will be studying the position of Lee Cooper in this market and the policy of innovation that it has chosen to adopt to modernize its brand.
SO we will make an audit of the company, research the market and propose an action plan to enable it to continue its growth.
Environmental analysis based on Porter's five factors:
• Competition in the market
The competition in the market for jeans is very strong and the companies are very competitive. A customer has a choice of several reliable brands such as Levi's, Lee, Diesel, Rica Lewis, Wrangler etc. These brands have been waging a relentless war, trying very hard to differentiate themselves from each other and to attract potential customers and set trends.
• The threat of new entrants
The market attracts the establishment of many new jeans brands such as Calvin Klein who entered the market and positioned itself in the high-end jeans market.
Tags: Jeans market, Lee Cooper, brand strategy
[...] - Increases the frequency of the launches of new collections to encourage customers to come and see the new products and to follow new trends. Distribution policy. The brand of Lee Cooper brand must increase the budget that it uses to cater to the youth and thus establish itself in strategic locations that are frequented by this part of the population. The idea is not to imitate other brands such as Levi's and Lewis Rica but change the image of being a low-end brand. [...]
[...] These companies use aggressive marketing and business strategies that has created a market with very high competitive pressure. In this paper, we will be studying the position of Lee Cooper in this market and the policy of innovation that it has chosen to adopt to modernize its brand. SO we will make an audit of the company, research the market and propose an action plan to enable it to continue its growth. Overview Part Analysis: - External analysis - Internal analysis. - Environmental analysis based on Porter's five factors. [...]
[...] Being distributed in hypermarkets contributes to this image and the company should try to alter it. Similarly, Lee Cooper must learn from its listing in hard discounts and not reuse a distribution system that will discredit its image. Its loyal customers (mainly in rural areas) are looking for authenticity and quality in their jeans. Lee Cooper will have to differentiate its distribution channels, and the products sold through each channel based on the region it is present in. In order to acquire more of the youth as its customers we suggest that the company – - Opens two or three outlets in Paris that are called Lee Cooper in specific places that are frequented by our target market. [...]
[...] This has allowed the company to build a strong customer base. Now that it is inching toward a decline and has to face fierce competition, the company has been forced to redefine its strategy and address a new younger target market. Lee Cooper must now go through the delicate operation of recycling its image, while also marinating a consistency in its approach to retain its present customers. The company needs to modernize itself without losing its customers and our recommendations aim to achieve this goal. [...]
[...] Environmental analysis based on Porter's five factors. • Competition in the market The competition in the market for jeans is very strong and the companies are very competitive. A customer has a choice of several reliable brands such as Levi's, Lee, Diesel, Rica Lewis, Wrangler etc. These brands have been waging a relentless war, trying very hard to differentiate themselves from each other and to attract potential customers and set trends. • The threat of new entrants The market attracts the establishment of many new jeans brands such as Calvin Klein who entered the market and positioned itself in the high-end jeans market. [...]
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