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EM levi's curve id
a tour of creative featurespresentingLEVI’S CURVE ID DILIP SINGH KUMAR SARVESH RAJEEV SHARAN DFT(AP-06)
Getting Started About THE LEVI STRAUSS & CO. •Epitomizes classic American style and effortless cool. •The most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. •Relentless pioneering and innovative spirit. •Available in more than 110 countries, •allowing individuals around the world to express their personal style.
Offering BRANDSLEVI’S DOCKERS SIGNATURE DENIZEN The brands we market clothe the world
Introduction LEVI’S CURVE ID Target Markets & Product Attributes
EVOLUTION OF WOMEN JEANS IN 21st CENTURY • 2002: The Levi’s® brand launched Super Low jeans for women, driving the trend to new heights. • 2004: An exclusive women’s line, the Levi’s® Lady Style, launches in Asia. This offers top-to-toe complete looks that appeal to the confident and sophisticated women looking for denim wear that brings out their femininity and sexiness. • Today: The Levi’s® brand has listened to women and created jeans made to fit the curves of a woman’s body. Levi’s® Curve ID fit system offers custom fits – Slight Curve, Demi Curve, Bold Curve and Supreme Curve – that are based on shape, not size.
•Levi’s® Curve ID jeanswere launched in Fall2010 with three fits.• a fourth Levi’s® CurveID fit called SupremeCurve is added.account for approximately80 percent of women’sbody shapes.
Target Markets· Upper Class· Upper Middle Class
Target Market StrategyTarget market strategy adopted byLevis is basically on having long-termrelations with their customers and toprovide them with better product.
Different Categories Levis® brand designers studied body scans of more than 60,000 women to develop custom fits based on the difference between the measurement of a womans hip and seat - the greater the difference, the more curvy the body.Product
Comfort Products are comfortable enough to be worn even at the times of cultural revolution, relative peace and pure fun. DurabilityProduct Features The two figures on the patch of Levi’s jeans with whips in hand pulling in opposite directions, yet the jeans remain intact; symbolize the strength and durability of the ‘Patent riveted clothing’. Style Clothing means more than just fabric, thread and rivets. To clothe oneself means to put on something that symbolizes who you are. Levi’s CURVE ID jeans are available in different styles.
Slight Curve Jeans • Straighter fits with no pinching at the waist • Size and placement of pocket is perfectly balanced • Shapes seat and fits thighs
Demi Curve JeansPerfectly pitched waistband from back to front • shape the curveA slightly curved side seam • smoothes the shapeUnique shape • elongate legs
Bold Curve Jeans• Higher back rise hugs the waist without gapping or pulling• Tilted pocket shape the genuine curves• Smaller, curved waist-bands and side seam smoothes the shape
Supreme Curve JeansSide seam contours from waist to thighs • maintains the natural shapeHighest back-rise • provides the coverage and hugs the waist without gappingTilted pockets • compliments the curves
Offering Styles• Slight Curve • Bold Curve – Modern Skinny – Modern Skinny – Modern Straight – Modern Straight – Modern Boot – Modern Boot Cut• Demi Curve • Supreme Curve – Modern Skinny – Modern Skinny – Modern Straight – Modern Straight – Modern Skinny Boot – Modern Boot – Modern Boot
"All Asses Were Not Created Equal.”Unique Selling Point“The idea is about the concept ofshape, not size, because if you thinkabout it, all women have curves. Wewanted to understand the unique fitfrustrations and build the closest thingwe could to a custom fit.“ -Robert Hanson, president of Levi Strauss
Survey•More than half of women (54percent) try on at least 10 pairsof jeans to find one pair theywould buy.•Most women (87 percent) wishthey could find jeans that fitbetter than the ones they own.•Most women (67 percent)believe that jeans are designedfor women with “ideal” figures.•Very few women (28 percent)believe that jeans are designedto fit their bodies.
Related questions during survey STATEMENT BELIEVE DONT ITS IMPOSSIBLE TO FIND THE PERFECT FITTING PAIR OF JEANS 48 % 52 % A GREAT FITTING PAIR OF JEANS MAKES ME FEEL GOOD ABOUT MY BODY 98 % 2% FEELING GOOD ABOUT MY BODY MAKES ME FEEL MORE CONFIDENT 99 % 1% MOST JEANS ARE NOT DESIGNED FOR MY BODY 62 % 38 % ITS OFTEN HARD TO BE THE REAL ME 46 % 54 % ITS GREAT TO HAVE A CURVY BODY 86 % 14 %
Solutions• developed custom fits which provide unique solution to concerned issues of jeans fit. – Waist is too tight: Slight Curve Jeans. – Waist fits but doesn’t flatter: Demi Curve Jeans – Waist gaps in the back: Bold Curve Jeans – Waist too low in the back: Supreme Curve Jeans
Market Objectives • To ensure that LEVI’S® CURVE ID will achieve at least 10% of more than its current sales of Denim Jeans that LEVIS will sell next year and account for an even larger percentage of revenue. • To maintain LEVI’S leadership in the women DEN.IM jeans
Market Objectives • To maintain the sense of prestige that came with owning a LEVI’S denim jeans. • To involve the retailers in order to achieve better product positioning. • To involve a before evaluation of the consumer mental space as it relates generally to the brand of LEVI’S and especially to the LEVI’S® CURVE ID product.
Targeting two segments: luxurious denim jeans purchasers and current LEVI’S product users. •Luxurious denim jeans purchasersSegments of Customer •The challenge is to convince the consumer of the benefits to have a LEVI’S CURVE ID products to maximize the fitting experience. •Emphasis is placed on enhanced fitting as a “customised fit experience,” focusing on the increased comfort of denim jeans and fitting options. •Current LEVI’S product users •This segment of individuals is already familiar with LEVI’S branded items. •In conjunction with presenting the benefits of CURVE ID generally, this segment is targeted specifically to be convinced for the price of the product with comparison to their existing products.
Market PositioningPRODUCT LEVI’S CURVE ID products have been positioned as luxury products. Their high quality is communicated by an elegant design and flawless attention to detail.PRICE Placed just above the previous ranges of LEVI’S
Market PositioningPLACE Consumers may purchase the product at their nearest high-end fashion store or consumer chain, through an online retailer, or directly from Levi’s store, Levi’s online store.
E-Communication Providing opportunity to identify your curve ID on its site. You can take the quiz, measure your issue and identify your curve id.
PROMOTION and ADVERTISING For the promotion of sales Levi’s has adopted a very effective but comprehensive strategy. Levis is paying attention to the publicity of its products. The major source of promotion of Levis is being done by creating public relations. The sales promotion of LEVIS CURVE ID targets the end consumers. LEVI’S is also cautious about the social structure of its potential market during its promotion. Also, taking help of local celebrities for the promotions according to demographics.
SWOTSTRENGTH OPPORTUNITIES• enjoys high brand equity. • can do more well in the section.• products are unique and innovative. • Sales promotion can be increased by• lot of variety is offered. increasing the advertisements• renowned and are considered as the expenses so as to enjoy a large most durable. number of customers.• follows a high standard of quality. • unique and innovative.• effective marketing strategies.• retail chains. THREATS • The threats that Levi’s faces are the competitors. Although it is a uniqueWEAKNESS concept , yet it may face challenges• considered as very expensive. in future at global level.• does not provide any services like free delivery etc.
COMPETITOR ANALYSIS • Since, this is completely new concept and Levi’s is only player who has adopted the technique. • But yet there are some competitors e.g. – Pepe Jeans – Leeds (US Apparels) – GAP Jeans – Cambridge
It’s not just about the visuals, but strengtheningLEVI’S designed a robust marketing strategy with aninnovative promotion plan. The excitement andnational buzz generated by the LEVI’S CURVE ID willinfluence the consumer targets to purchase theproducts. Furthermore, the promotion has greatpositive collateral potential to energize sales of LEVI’SCURVE ID in addition to elevating the status of theLEVI’S brand itself.