Levi's Stp Analysis

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  • Topic: Marketing, Levi Strauss & Co., Levi Strauss
  • Pages : 14 (1552 words )
  • Download(s) : 182
  • Published : December 4, 2012
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Assignment for :
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FASHION MARKETING MANAGEMENT
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On:
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STP ANALYSIS ON LEVI’S DENIMS IN CHENNAI NIFT
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By :
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SRINIDHI.R (MFM/12/ 84)
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INDUSTRY ANALYSIS:
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The apparel industry is comprised of clothing, accessories and shoes. It can be segmented into menswear, womens wear and childrens wear. In the United States there are about 10,000companies that combine to have a total annual revenue of $20 billion (“Apparel Manufacture” Jan. 2010). Of the womens wear segment, clothing held 68.4% market share in 2008(“Womens wear in the United States: Industry Profile” Sept. 2009). Clothing in menswear held53.8% market share (“Menswear in the United States: Industry Profile” Sept. 2009). From 2002to 2007 the jeans market grew 28%; growth is expected to be 18% from 2007 to 2012, just a little faster than inflation (“Jeans” Mar. 2008). The same report believes that the growth in 2002 to2007 was “above trend” while the growth expected between 2007 and 2012 is more “normal”. Premium denim sales rose 24% for women and 45% for men. Sales in 2007 for the jeans market was $16.7 billion, while the projected sales for 2012 is $19.7 billion (“Jeans” Mar. 2008). -------------------------------------------------

Key players in the jeans market include Levi Strauss & Company, VF Corporation, The Gap, Tommy Hilfiger Corporation, Liz Claiborne, Inc. and Polo Ralph Lauren Corporation. Levi Strauss led this market in 2007 with a 26.4% market share; The Gap came in second with 23.9 percent (“Jeans” Mar. 2008). In the apparel industry key players include Levi Strauss &Company, Benneton Group, Hugo Boss, The Gap and H&M. -------------------------------------------------

BRAND ANALYSIS:
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Levi’s jeans are the original authentic jeans brand. Introduced in 1873 Levi’s are the most prosperous, highly recognized and imitated clothing brand in history. Levi’s jeans have been an iconic staple in the lives of many Americans, invented the jeans category and continue to define the market. -------------------------------------------------

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BRAND ATTRIBUTES AND FUNCTIONS:
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Levi’s jeans are known for their high quality and long-lasting products. One of the distinctive characteristics of Levi’s is they are made of a stain resistant material (“Levi Strauss &Co. Overview” Mar. 2009). Another specific attribute is Levi’s Eco brand jeans, which are made of all recycled materials. In 1873 Levi Strauss and Jacob Davis received a patent on the copper rivets that Levi’s still uses to make the jeans durable and long lasting ( Levi Strauss & Co.2009).Their 501 Series jeans are the best selling and most popular type of jeans that Levi’s makes. The jeans can be worn in almost every day-to-day situation. They are great work pants that provide the protection needed in tough situations, but they are also stylish enough to wear in social situations. There are 117 different types of men’s jeans and 123 women’s jeans targeted towards people of all ages (“Levi Strauss & Co. Overview” Mar. 2009) -------------------------------------------------

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ERA ANALYSIS:
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Today, the Levi’s® brand is an authentic...
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