The denim apparel market has favoured the field of Levis since 1873. The bulk of their profits are derived from this industry, it is the heart of their business. Based in San Francisco, the company employs 12,300 people and has net sales that amount to 64% in the Americas and 26% in Europe.
In 2003, the company gave birth to a new brand: Levis Strauss Signature, which was first launched in the U.S. market through a partnership with Wal-Mart. In a world where markets are sprouting hypermarkets and supermarkets, Levis wants to be present. Levis wants to sell for those ordinary Joes who want a good pair of jeans. So they are trying to sell jeans in local outlets with the new slogan "sell where people buy." The objective for the brand is to make a profit by boosting the consumption of jeans.
Based in a very competitive sector of retail pricing, the brand must find ways to retain its standing while positioning itself at the height of MDD. We will study through a marketing analysis the different possibilities for Levis.
After analyzing the internal and external functioning of Levis, it is interesting to note some points to plan the launch of the brand in the three selected European countries i.e. UK, France and Germany. The convergence of the countries of the European Union towards a single culture should facilitate the standardized marketing approach as a whole. However, it seems wise to consider some differences between the three target countries in order to optimize our approach. Distribution and pricing policy do not seem to be the only elements of the marketing mix that need to be adapted to suit the country, at least in the short term. The product and promotion policies are essentially identical. It will nevertheless be alert for divergences between the U.S. market and European market for these two variables.
Tags: Levi Strauss, Distribution and sale of jeans
[...] Case Study of the Levis Strauss Signature Introduction The denim apparel market has favoured the field of Levis since 1873. The bulk of their profits are derived from this industry, it is the heart of their business. Based in San Francisco, the company employs 12,300 people and has net sales that amount to 64% in the Americas and 26% in Europe. In 2003, the company gave birth to a new brand: Levis Strauss Signature, which was first launched in the U.S. [...]
[...] We can also organise promotions, offers, disclosures in catalogs. The positioning of the product in the store will also be important; the product needs to be placed in a prominent position in stores so that customers can identify the new brand. For example, creating a special space that showcases the jeans. Conclusion The product that is being launched on the three target markets in Europe is one that is of good quality and can be used on a daily basis. [...]
[...] Through a partnership with a supermarket a common price policy, or at least set price ranges should be established to avoid undue distortions of proposed fees from one country to another. The jeans are sold at prices between 35 euros and 50 euros in order to stay within the upper midrange segment. Distribution Policy: Our main target is retail; it will establish partnerships with supermarkets. In the UK, continue the partnership with Wal-Mart through the distribution of products within the store chain, Asda. In France, create a distribution partnership with the largest distributor i.e. Crossroads and consider a partnership with Auchan. [...]
[...] -Many signs of a Market of jeans is substantial in Europe. fragmented European Request No gender or age barrier to wear jeans. distribution system Fashionable products in Germany France and European market -Strong brands create customer loyalty never buy clothes. -The sale of jeans in jeans in France and the UK. -Will the supermarkets to expand their range of products with experienced brands (e.g.: Levis) Environment -Problem of price transparency in Europe: parallel imports and gray market From this external analysis of the jeans market, we can see that Levis is a leader in this field and the pioneer of the industry. [...]
[...] the retail distribution channel Problem-price Communication -Partnership with retailers in the United across States. countries: gray -Different distribution channels (VISS, mail black markets. Distribution order, specialty stores etc.) that allow a broader marketing -Distribution Channel: encourages fiefdoms, they are losing ground Diagnosis After analyzing the internal and external functioning of Levis, it is interesting to note some points to plan the launch of the brand in the three selected European countries i.e. UK, France and Germany. The convergence of the countries of the European Union towards a single culture should facilitate the standardized marketing approach as a whole. [...]
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