Levi’s International Advertising Strategy
Seminar in International Marketing
Course: Mktg 769
Instructor: Dr. Massoud Saghafi
Topic: Levi’s International Advertising Strategy
Date: October, 2012
Student: 816257878 Chia, Chi-Ting (Gina)
816259074 Kuo, Dao-Dong (Dong)
St:
816259204 Mao, Yun-Wen (Molly)
816260738 Chou, Ya-Chu (Ivy)
Student:
816260673 Lee, Yu-Wei (Nick)
I.
Introduction
About Levi’s
Levi’s is an American clothing company which is famous for jeans in more than 110 countries. Levi's was founded in 1873 in San Francisco, specializing in riveted denim jeans and different lines of casual and street fashion. The Levi’s® brand epitomizes classic American style and effortless cool, its core value includes empathy, originality, integrity, and courage.
Advertising media
Of the many advertising channels used by Levi’s, like TV, radio, newspaper, magazine, we chose the “magazine print channel” because we think that the magazine ad is pure, that anyone can just take a look and immediately understand the meaning of the advertisement. In this project, we select the Curve ID series ads in USA, Taiwan and China.
II. Advertising screenshot
See as Appendix 1.
III. Environmental analysis and international advertisement
Culture
In the nineteen century, jeans were working pants for American slaves in farms or mines, because they had many different kind of advantages, like being lightweight, comfortable, durable etc. Since the 1970s, jeans have become the trend of world clothing. Jeans became a part of American life and culture since wearing jeans became more and more casual. Actually, jeans are just like a general pants for most Americans.
According to the data, almost everyone has five to ten pairs of jeans, or even more in
United States. The market demand was relatively bigger than other countries. Many
Americans thought that it was very free wearing jeans and also you could wear any style you want, so in the advertising you can see the models look just
Course: Mktg 769
Instructor: Dr. Massoud Saghafi
Topic: Levi’s International Advertising Strategy
Date: October, 2012
Student: 816257878 Chia, Chi-Ting (Gina)
816259074 Kuo, Dao-Dong (Dong)
St:
816259204 Mao, Yun-Wen (Molly)
816260738 Chou, Ya-Chu (Ivy)
Student:
816260673 Lee, Yu-Wei (Nick)
I.
Introduction
About Levi’s
Levi’s is an American clothing company which is famous for jeans in more than 110 countries. Levi's was founded in 1873 in San Francisco, specializing in riveted denim jeans and different lines of casual and street fashion. The Levi’s® brand epitomizes classic American style and effortless cool, its core value includes empathy, originality, integrity, and courage.
Advertising media
Of the many advertising channels used by Levi’s, like TV, radio, newspaper, magazine, we chose the “magazine print channel” because we think that the magazine ad is pure, that anyone can just take a look and immediately understand the meaning of the advertisement. In this project, we select the Curve ID series ads in USA, Taiwan and China.
II. Advertising screenshot
See as Appendix 1.
III. Environmental analysis and international advertisement
Culture
In the nineteen century, jeans were working pants for American slaves in farms or mines, because they had many different kind of advantages, like being lightweight, comfortable, durable etc. Since the 1970s, jeans have become the trend of world clothing. Jeans became a part of American life and culture since wearing jeans became more and more casual. Actually, jeans are just like a general pants for most Americans.
According to the data, almost everyone has five to ten pairs of jeans, or even more in
United States. The market demand was relatively bigger than other countries. Many
Americans thought that it was very free wearing jeans and also you could wear any style you want, so in the advertising you can see the models look just