History of Levi Strauss & Co.
When the name Levi Strauss and Company is said, one of the most popular brands of jeans comes to mind. Even if you have never owned a pair of Levi's, the name triggers an image, such as 501 Blues for our generation, and maybe James Dean for our parents. According to the video we watched in class, Levi's was not at the top of any denim tests, however they sell for the most. This is due to their marketing strategies. Over past decades Levi's has changed it's image to fit with the current style. In the 20s and 30s it was the cowboy; after the war it was east coast casual; the 50s and 60s were Marlon Brando and James Dean and the 70s were aimed at college campuses. When Levi's launched its Blues campaign it was trying to get a new image on the same product. Now, to keep up with the changing styles, it has new product lines such as Dockers and Slates. In doing this however, Levi's lost sight of the kids who are the future buyers. So, now Levi's current task is to market it's Silver Tab brand as the new, cool style. Everything seems to be revolving around marketing. The way a product is marketed affects it's sales. Levi's, as well as every other company, has many factors outside of the marketing department that affect the
Over the course of decades, Levi's has demonstrated how well they respond to changes in the marketing environment. When rebellion was popular and being formal was unimportant, the release of the traditional 501 jeans thoroughly satisfied the demands of the younger generation. Later, when fashion was becoming more formal, Levi's created a pant that allowed people who weren't ready for dress slacks to enjoy a more comfortable pant with Dockers. When being formal became the epitome of fashion, the introduction of Slates set a new standard for proper trousers. Today, to try to appeal to the younger generation, Levi's is focusing their marketing on their Silver Tab brand. Levi's has established a reputation as a leader in the clothing industry by creating products that meet the specific needs of a particular generation, and are currently gaining younger consumers through their Silver Tab label. As the needs of contemporary culture steered toward more formal, higher quality pants, Levi's once again released a line that appealed to the baby boomer generation. In the mid nineties, Levi's released Slates, a line of higher quality, more fashionable trousers, geared at the older, more refined businessmen of the nineties. The line was ideal for those in the baby boomer generation who found Dockers to be too casual at times. Once again, the baby boomers were able to purchase high-quality clothing that appealed to their needs. Furthermore, baby boomers again felt comfortable purchasing clothing from a brand they trusted. The Silver Tab brand has a high chance of survival because of many different factors. When developing the Silver Tab brand, Levi's decided to make the jeans baggier than conventional jeans and to use non-denim fabrics while constructing the jeans. The baggier style jeans appeal to many kids who do not like to wear conventional clothing. Levi's has also recently expanded the Silver Tab line and has introduced shirts and khaki pants. Levi's has increased advertising for the Silver Tab brand five fold over the recent years and this is extremely important for name recognition. Children who see the Silver Tab brand name advertised on commercials and billboards are more likely to want to purchase the product. In addition, Levi's has also used the Silver Tab brand on television shows. For instance, episodes of the show Beverly Hills 90210 have portrayed the characters wearing Silver Tab jeans. When chi
Some common words found in the essay are:
Silver Tab, James Dean, Levi's Marketing, Initially Levi's, silver tab, Strauss Company, silver tab brand, tab brand, Children Levi's, Dockers Slates, baby boomers, Beverly Hills, affect marketing, price silver tab, james dean, environmental factors, levi's released, tab jeans, jeans levi's, tab brand levi's, silver tab jeans, micro environmental, Levi's Silver, , changes marketing environment,
Approximate Word count = 1645
Approximate Pages = 7 (250 words per page double spaced)
|
