Levis Strauss

Topics: Jeans, Advertising, Marketing / Pages: 7 (1607 words) / Published: May 20th, 2012
Executive Summary:

Levi Strauss & Co is a Global Denim company that has been operating for over 100 years. During the period of 1990-98 they suffered an incredible loss of market share to its competitors. Levi’s failed to change their marketing and advertising strategies to compensate for this change. Alternative choices to Denim as well contributed to this loss. By 2008 Levi’s had decided to re-launch their original jean the 501 on a global scale. They created one fit that will be sold in over 110 different countries. Levi’s attempted to portray the rebel filled spirit of their jeans in a relevant and contemporary way. They used tactics that involved the use of TV ads, digital campaigns (internet), Print ads, viral videos and in-store promotions. Some of these tactics proved to be more effective than others in creating brand awareness and eventually sales. However with a global campaign results do not always happen as quickly as they would with smaller campaigns which Levi’s discovered with this Campaign.

Levi Strauss & Co Advertising campaign

Levi’s 501 ‘Live Unbuttoned’

Levi Strauss & Co was founded in 1853 when Levi Strauss came from Buttenheim, Franconia to San Francisco, U.S.A. to open a dry goods store. It was here he saw the need for stronger workwear. He started creating overalls made from what is now known as denim. Jacob Davis came up with the idea of reinforcing the denims stress points with copper rivets. He then went into partnerships with Strauss and patented the design. From here Levi Strauss & Co began the manufacturing of overalls and it wasn’t till the 1920’s that the modern jean was introduced however people in the workforce still predominantly wore them. During the 50’s and 60’s Levi’s became popular among subcultures especially the “Shrink To Fit 501.” It wasn’t until the 90’s that Levi’s began to feel the threat of competing brands and loss of market share. Which brings us to 2008, Levi’s first integrated global



Bibliography: http://www.our-work.com.my/echo09/501/ http://www.newswire.ca/en/releases/archive/July2008/21/c5933.html http://www.sethcburgess.com/2008/09/levis-case-analysis.html http://www.hiphoppress.com/2008/08/the-levisr-bran.html http://sclohonet.blogspot.com/2008/07/levis-new-marketing-strategy.html Links: http://www.youtube.com/watch?v=3hTRbqJmjj0 http://www.youtube.com/watch?v=m92Dy9yDBGQ

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