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1、AbstractIntroductionWith the economy growing fast and global trade integrated, marketing is a core part for every firm whether big or small. Branding is an important part of marketing, especially for big firms. Levis is the best known jeans name on the planet. The business was founded by the Strauss
2、 family in 1875 and produced jeans for miners out of tent fabric and canvas. It then went on to make jeans from denim which is a coarse, heavy twill fabric. The jeans became popular with miners during the California goldrush and were famous for the twin rivets on the pockets. The business went from
3、strength to strength to become one of the twentieth centurys best known global brands.(2010). In the process, Levis establish its value and identity of its brand. Levis continuously find its target market in the world and target consumers. Levis faces sharp competition with other brands. Finally Lev
4、is takes its own marketing strategies to survive and success in the competition.The value and identity of Levis brandThe value of Levis brand can be divided two parts. One part is the value of product. The other part is the value of spirit. The value of product contains quality, design, and innovati
5、on. As we know, Levis clothing is crafted for life. Every piece of Levis clothing embodies a sense of craft and quality. Levis clothing starts with quality components. Every pair of Levis jeans is made with the best fabric and natural cotton. The production of Levis jeans is quite good. Its button w
6、ill never rust and stitching is very dense. As early as 1886, Levis jeans are tied to the horse. The horse cast galloping towards the opposite direction to prove that this kind of pants to withstand strong tearing.Levis jeans have many kinds of colors. The color of jeans is from deep blues to fade i
7、ndigos tomeet different wearing occasions. Besides, details make the design. (See Figure 1)Figure 1, the homepage of LevisSince 1937, Levis has new products every year. In 2011, Levis launched Levis WaterLess, a collection produced with significantly less water. Instead of using water during the sto
8、newash process, they use a dry-stone process that produces similar results in more than a dozen classic Levis jeans, including 501 jeans, 511 jeans and the Levis Trucker Jacket. They have already saved over 170 million liters of water with WaterLess. And this is just the beginning - were committed t
9、o doing right by the planet in as many ways possible. Levis value not only shows the product, but also shows the sprit. When consumers wear the Levis, they could have their own individuality. Levis is designed for strong physical labor of men. Masculinity and cool” is the core of the brand personali
10、ty. Wearing Levis, men and women will be charming. This charm is not only due to their appearance but also to brand of wisdom. Levi never is to be seen as a routine work in the traditional society. It is always ready to challenge the tradition with the rebellious spirit. Levis never fear that it is
11、different from others. It believes that it need get the respect of peers and should have a strong personality to its own way. Wearing Levis, consumers feel free and easy. It is out of the noisy and busy daily life. It gets rid of the responsibility and obligation, which hinder the freedom of action.
12、 Levis is with the feature of the United States, because Levis are those that develop and realize the hero of the American dream. Levis has American features, but it does not want to impose their ideology and value of American.Levis brand and the brand image of LevisLevis brand and the brand image o
13、f Levis are closely connected. To some extent Levis brand is the brand image of Levis. Brand is an essential part of the marketing mix and Levis is the largest and most successful brand name in the world. The Levis name has been synonymous with the original blue jean and central to the brands global
14、 positioning as an American icon and coveted symbol of the casual, unpretentious American lifestyle, (2010) Levis stands for rebellion, youthfulness, quality, originality, excitement and fun (Figure 2). In the brand heritage, Levis appropriated cowboy and Wild West imagery, (2010) A brand-equity mea
15、surement system (keller 2001 p.19) was installed and it was quickly discovered that the brand image was beginning to slip. When it comes to the Levis, the brand and its image will appear at the same time.Figure2 the homepage of LevisLevis consumer segmentationsTarget consumersLevis target consumers
16、are always changing. At the beginning of Levis, its target consumers are labor workers in the west, because Levis jeans are of high quality. As the time goes by, in 1986, Levis found the way to keep the true blue to its customers. Levi s target consumers are the baby boomer, but the situation is not
17、 it. From a research, it shows that baby boomers, the main consumers are buying one or two pairs of jeans every year. But four or five pairs are sold by 15 to 24 years old each year. The target consumer seems to become young generations. (Figure 3) As an aspirational, inspirational brand, Levis undo
18、ubted strength has been the ability to connect with the target consumer 15-19 years old males who not only account for over 30% of all jeans sold, but provide a stimulus to all other demographic categories. Its position as the original American blue jean communicates the key positioning statement: L
19、evis is the genuine article. In the minds of its target consumer, Levis brand stands for freedom and rebellion. The value of Levis exactly fit to the taster of young consumers. The segmentation and fragmentation of the jeans market led levi sto organize its marketing around three customer groups: ur
20、ban opinion-former, extreme sports and regular girls and boys. Each handles its own new product development, has its own brand manager and marketing team. The core market remains the 15-24 age groups. For holding the groups, Levi always changes itself.Although Levi has already identified its target
21、customer segments, practically. Levis customer group is not only 15 to 24 years old persons but also 25-to 49 years old. Everyone should often wear pants. Jeans do not only belong to young consumers. All the top menswear accounts acrossthe country place the new product in stores. In only five years,
22、 Dockers, which is a new brand of Levis becomes a $1 billion brand. Brand awareness among men 25 and older was 98 percent, and70 percent of target consumers had at least one pair of Dockers in their closets.Figure 3, the home page of LevisConsumer segments needsFrom the Maslows Hierarchy of Needs (s
23、ee figure 4) can explore Levis customer segments7 need. When people have met the physiological Needs, safety needs and social needs, people want to become a special one. Everyone wants to show their personalities. So wearing is not just the clothing preventing person from the nature. People begin to
24、 care about esteem needs and self-actualisations needs. Levis tries to explore customers esteem need. Levis tries their best to give the value to their product to attract its target consumers.Safely dsfrom google imageThe Solutions of Levis to satisfy consumers needFacing many competitors such as Ca
25、lvin Klein, Gap Jeans Tommy Hifiger and so on, Levis must find some solutions to satisfy consumers need. Firstly, Levis has their values. It insists that empathy, originality, integrity and courage. Empathy begins with paying close attention to the world around it. Levis listens and responds to the
26、needs of its customers, employees and other stakeholders. The pioneering spirit that started in 1873 with the very first pair of blue jeans still permeates all aspects of its business. Through innovative products and practices, Levis breaks the mold. Integrity means doing right by its employees, bra
27、nds, company and society as a whole. Ethical conduct and social responsibility characterize its way of doing business. It takes courage to be great. Courage is the willingness to tell the truth and to challenge hierarchy, accepted practice and conventional wisdom. It means standing by its conviction
28、s and acting on Levis beliefs. Secondly, Levis takes some marketing strategies. Giving strategies is that consumers feel surprise for extra income, thus improving the purchasing desire. So Levis will give some product for free. Whats more, Levis will produce new products every year to follow the ste
29、p of fashion. For example, the company launched a new line of Redwire Dlex jeans targeting the iPod generation in 2008(see the figure 5) and in 2009; The character were used as part of a pan ad campaign, including magazine front covers hijacks,street art and events, retail activity and offer of a li
30、mited edition shirt.(see the figure 5) Levis launched three brand mascots to mark the tenth anniversary of its engineered jeans. From the design of levis, we can know that its design fits to consumer need. Besides, The Levi Company has always had a reputation for innovation, bright ideas, excitement
31、 and enthusiasm. However, it has not always been so successful in maintaining the detailed processes necessary to ensure continued product success - hence the need for effective brand management. Brand management involves having the technical skills to create a successful brand management plan, as w
32、ell as good ideas.Figure 5 sources from google imageConclusionThe report has analyzed the value and identity of Levis brand. It has showed that the target consumers of Levis by consumer segmentations. Then, using Maslows Hierarchy of Needs analyzes the behaviors and psychological needs to Levis cons
33、umers. Whats more, although Levis has target consumers, how to make the consumers choose its products is a main difficult to Levis. The report also has analyzed the solutions, which Levis takes.BibliographyInternational Marketing by Michael R. Czinkota, Ilkka A. Ronkainen Cengage Learning, 2007Consu
34、mer Behavior, 11E (Sie) With Cd, Hawkins Tata McGraw-Hill Education, 2010 ./books?id=pEtY-aM2QgwC&printsec=frontcover#v=onepage&q&f=fals eMarketing Communications: A Brand Narrative Approach Micael Dahlen, Fredrik Lange, Terry Smith John Wiley & Sons, Feb 5, 2010 233./books?id=rLt48XwnW1cC&dq=the+le
35、vis+brand+image&source=gbs_n avlinks sSusan Auty, Lancaster University, U.K. Social Identity and the Meaning of Fashion Brands European Advances in Consumer Research Volume 3, 1998 Pages 1-10 http:/www.acrwebsite.org/search/view-conference-proceedings.aspx2IdH11145Maslows hierarchy of needs source f
36、rom google image ./search?q=Maslow%E2%80%99s+Hierarchy+of+Needs&newwindow=1 &safe=strict&client=aff-360daohang&hs=bGo&source=hp&site=webhp&source=lnms&tbm=isch&sa=X&ei=zQZyUqOQMoykkQXmwIBo&ved=0CAcQ_AUoAQ&biw=1327&bih=576image of levis from:Fashion and the Consumer the Consumer Jennifer Yurchisin, Kim K. P. Johnson Berg, Nov 15, 2010./books?id=k0xpJiwm-7QC&pg=PA65&dq=The+Solutions+of+Levis+to +satisfy+consumers+need&hl=en&sa=X&ei=fApyUsbiHIeakQXB6YCgDw&ved=0CDgQ6AEw Ag#v=onepage&q=The%20Solutions%20of%20Levis%20to%20satisfy%20consumers%20need& f=false
