Marketing Strategy of Levi's
The Marketing Strategy Employed by Levi 's
Works Cited Missing
In order for a new brand to establish itself in its market and for its products to sell successfully, thus achieving company goals and shareholder profitability, a number of key principles concerning consumer behaviour have to be fully grasped and addressed. As well as producing a range of new, exciting and quality garments, the firm will need to ensure that its products are cleverly and thoughtfully marketed to the appropriate consumer groups.
In this report I will look at the marketing strategy employed by Levis on their new 'Anti-Fit ' style jeans, and at the importance of consumer behaviour in deriving this strategy. I will also look at the importance of a clear and up to date comprehension of the factors that affect consumer behaviour, paying particular attention to the key role that perception will play in forming consumer 's attitudes towards the new range of designer jeans. I will continue on to show how favourable perceptions about Levis brand identity will have a positive effect in raising consumer motivation to purchase a product from their range.
The fashion industry at this time; a time of increasing disposable incomes and incidence of recreational shopping, is intensely competitive. We can draw on many examples to highlight the point that; companies who have established a strong and clear brand image, have tended to command a larger market share than those companies who 's image is either unfavourable, for example old fashioned, or unattached to specific and clear values. Establishing a strong and distinguishable brand image for the 'Anti-Fit ' range of jeans is the central idea behind Levis marketing strategy for breaking into the competitive market and ultimately gaining a favourable share of the market for designer jeans. Creating the right brand image is largely dependent upon being in tune with the mindsets, beliefs,
Works Cited Missing
In order for a new brand to establish itself in its market and for its products to sell successfully, thus achieving company goals and shareholder profitability, a number of key principles concerning consumer behaviour have to be fully grasped and addressed. As well as producing a range of new, exciting and quality garments, the firm will need to ensure that its products are cleverly and thoughtfully marketed to the appropriate consumer groups.
In this report I will look at the marketing strategy employed by Levis on their new 'Anti-Fit ' style jeans, and at the importance of consumer behaviour in deriving this strategy. I will also look at the importance of a clear and up to date comprehension of the factors that affect consumer behaviour, paying particular attention to the key role that perception will play in forming consumer 's attitudes towards the new range of designer jeans. I will continue on to show how favourable perceptions about Levis brand identity will have a positive effect in raising consumer motivation to purchase a product from their range.
The fashion industry at this time; a time of increasing disposable incomes and incidence of recreational shopping, is intensely competitive. We can draw on many examples to highlight the point that; companies who have established a strong and clear brand image, have tended to command a larger market share than those companies who 's image is either unfavourable, for example old fashioned, or unattached to specific and clear values. Establishing a strong and distinguishable brand image for the 'Anti-Fit ' range of jeans is the central idea behind Levis marketing strategy for breaking into the competitive market and ultimately gaining a favourable share of the market for designer jeans. Creating the right brand image is largely dependent upon being in tune with the mindsets, beliefs,
Cited: purchase. (Jobber 2004) The purchase of a pair of designer jeans may be considered neither a importance accompanying brand choice"... (Blackwell, Miniard and Engel 2001: quoted in Jobber 2004) frame or reference ' (Walters in Consumer Behaviour G R Foxall 1977). People become aware of their environment through the five senses,