Levi Strauss | Advertising Strategy
Advertising Strategy for Companies
Levi Strauss & Co
Sales on Levi’s jeans have been down with women 20 to 35. And that is a trend that has occurred prior to the pandemic.
So What To Do:
- Use primary and secondary research
- Understand the demographic
- Find ways to appeal to younger women
Four C Approach
- company
- category
- consumer
- culture
Focus Group
- Ages 20-30 years of age
- Ask about what they want in a denim jean
- Ask them about their personal experience with Levi’s
Levi Strauss Strengths
- Create clothes built for hardworking people
- Iconic style
- Created sub-styles to appeal to different demographics
- Created signature dockers and denizens
- Strives to create functional clothing
- Appeals to bikers, bad boys, hippies, moms, dads, grandparents, and even babies
Older adults continue to support the brand. Levi jeans are part of the culture.
Vintage pairs of Levi’s are highly sought after and can bring a huge amount of money. And people continue to want new Levi jeans as well. Levi jeans are an American brand that people associate with American culture.
It’s a form of expression of both individualities as well as a symbol of belonging to something larger…to society itself.
Levi Jeans
- cost-efficient
- durable
- comfortable
- jeans conform to the person’s body
Jeans for All Occasions
Jeans can be dressed up with nice shoes, a jacket, and beautiful accessories. Or jeans can be casual when worn with a T-shirt and tennis shoes.
Add boots and a leather jacket and chaps…you have a biker’s uniform. Add a cowboy had to the mix, and you have the attire for riding horses.
Levi’s Have Adapted
- inclusive towards your body type
- implemented a trade-in program
- emphasizes comfort
- remain affordable
- worn at school
- accepted in the workplace
- loved in casual social gatherings
- worn by celebrities, athletes, and politicians
- built to last
- breathable
- great size range with different lengths for different heights
- fantastic for running errands or taking your kids to school
- great or everyday wear and functional use
- comfortable in various weather conditions
Levi Strauss & Co remains a company with good values. They’ve always strived to serve their clients with the best products at a reasonable price point.
