Consumer Behavior: Levi's and the All-American Feeling

Topics: Levi Strauss & Co., Levi Strauss, Jeans Pages: 4 (1303 words) Published: March 20, 2013
Assignment consumer behaviour
By Andrea Márki and Callina Knappmann

In multiple of our classes we are working on a new product for a brand. We had the task to come up with a new product for Levi’s. Levi’s (also known as Levi’s Strauss and Co.) is an American jeans company that was founded by Levi Strauss in 1853. The American Levi Strauss has invented the first blue jeans. Therefore the blue jeans became one of America’s most famous products.

Levi’s is most famous for their jeans so we decided to add a new pair of jeans to the collection: Padded, insulated jeans. The padded, insulated jeans will not only keep you warm during the cold winter days, it also looks very fashionable. We chose this product because we know from our own experience that jeans are not always able to keep you warm on cold days. If the width of your jeans allows you, you could wear leggings underneath your jeans. But mostly this is not very comfortable and it will not do your body any good. Padded, insolated jeans will give the buyers the opportunity to wear a very nice looking pair of jeans that will also keep them warm.

Women from Chicago, between 18 and 35, are our target audience. In the winter it gets really cold in Chicago and we think that the women living in Chicago could love to have a nice pair of jeans that will keep them warm. Levi’s is a company that builds on a long lasting relationship with its consumers. Therefore we chose the age group to be 18 to 35, since this the age group which has money to spend on herself. Women from Chicago are also very fashionable and that is why we think this new product will catch their eyes.

Psychologial aspects

Among women the importance of the sensory system is relatively high. Fresh, clean smell with a slight touch of a feminine scent and soft cotton touch can describe our product. Among women, silk is the material which is associated with the upper class, and cotton is associated with a lower class.1 Our product is for...
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