The Marketing Strategy Employed by Levi's
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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, values and aspirations of the modern, well-informed consumer. Moreover ensuring that the consumer perceives the firm to be in tune with their way of thinking and holding similar values centrally to the Levis brand identity will be the key to ensuring marketing success.
When advertising the 'Anti-Fit' product Levis must ensure that its messages are clear and perceived by the desired audience in the intended manner. Evans, Moutinho and Van Raaij (1996) believe that â€¦"the more we understand about the perceptual process both generally and of the target market concerned, the more we can ensure that the intended receivers of the message will interpret it in the intended manner"â€¦ (pp. 55). The notion of branding can have significant effects on consumer's perceptions of product characteristics and attributes. Studies have shown customers can often not tell the differences between the various brands but labels and their associations definitely influenced their evaluations. (Consumer Behaviour G R Foxall) This shows that customers' perceptions of products can derive from marketing effort alone; brand images and brand differentiation can be the consumers' only guide to want satisfaction. This is particularly evident in a highly branded stylised market such as the jeans market. Therefore pursuing the correct marketing campaign is essential to appeal to the target audience, in an already highly differentiated market. When shopping for designer jeans consumers are more likely to consider purchasing a brand product from his or her awareness set than from a company who's brand image he or she has not been exposed to. Brand awareness is an obvious precondition to purchase. (Jobber 2004)
The purchase of a pair of designer jeans may be considered neither a high involvement nor low involvement purchase, where involvement may be thought of as â€¦"the degree of perceived relevance and personal importance accompanying brand choice"... (Blackwell, Miniard and Engel 2001: quoted...
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