1. a tour of creative features
presenting
LEVI’S CURVE ID
DILIP SINGH
KUMAR SARVESH
RAJEEV SHARAN
DFT(AP-06)

2. 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.

3. Offering BRANDS
LEVI’S DOCKERS SIGNATURE DENIZEN
The brands we market clothe the world

4. Introduction LEVI’S CURVE ID
Target Markets & Product Attributes

5. 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.

6. •Levi’s® Curve ID jeans
were launched in Fall
2010 with three fits.
• a fourth Levi’s® Curve
ID fit called Supreme
Curve is added.
account for approximately
80 percent of women’s
body shapes.

7. Target Markets
· Upper Class
· Upper Middle Class

8. Target Market Strategy
Target market strategy adopted by
Levis is basically on having long-term
relations with their customers and to
provide them with better product.

9. Different Categories
Levi's® brand designers studied body scans of more than
60,000 women to develop custom fits based on the difference
between the measurement of a woman's hip and seat - the
greater the difference, the more curvy the body.
Product

10. Comfort
Products are comfortable enough to be worn even at the times of
cultural revolution, relative peace and pure fun.
Durability
Product 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.

11. Slight Curve Jeans
• Straighter fits with no pinching at the waist
• Size and placement of pocket is perfectly
balanced
• Shapes seat and fits thighs

12. Demi Curve Jeans
Perfectly pitched waistband from back to front
• shape the curve
A slightly curved side seam
• smoothes the shape
Unique shape
• elongate legs

13. 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

14. Supreme Curve Jeans
Side seam contours from waist to thighs
• maintains the natural shape
Highest back-rise
• provides the coverage and hugs the
waist without gapping
Tilted pockets
• compliments the curves

15. 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

16. Effective Market Strategies
USP, Market Segmentation, Offering Styles & Promotional Campaign

17. "All Asses Were Not Created Equal.”
Unique Selling Point
“The idea is about the concept of
shape, not size, because if you think
about it, all women have curves. We
wanted to understand the unique fit
frustrations and build the closest thing
we could to a custom fit.“
-Robert Hanson, president of Levi Strauss

18. Survey
•More than half of women (54
percent) try on at least 10 pairs
of jeans to find one pair they
would buy.
•Most women (87 percent) wish
they could find jeans that fit
better than the ones they own.
•Most women (67 percent)
believe that jeans are designed
for women with “ideal” figures.
•Very few women (28 percent)
believe that jeans are designed
to fit their bodies.

19. Related questions during survey
STATEMENT BELIEVE DON'T
IT'S 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 %
IT'S OFTEN HARD TO BE THE REAL ME 46 % 54 %
IT'S GREAT TO HAVE A CURVY BODY 86 % 14 %

20. Major Issues of Women Denim Jeans

21. 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

22. Find Your Curve ID

23. 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

24. 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.

25. Targeting two segments: luxurious denim jeans
purchasers and current LEVI’S product users.
•Luxurious denim jeans purchasers
Segments 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.

26. Market Positioning
PRODUCT
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

27. Market Positioning
PLACE
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.

28. 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.

29. 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 Levi's 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.

30. WESTERN COUNTRIES PROMOTION

31. PROMOTIONAL VIDEOS FOR COUNTRIES LIKE INDIA

32. 3 ANALYSIS
SWOT & COMPETITOR ANALYSIS

33. SWOT
STRENGTH 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 unique
WEAKNESS concept , yet it may face challenges
• considered as very expensive. in future at global level.
• does not provide any services like
free delivery etc.

34. 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

35. It’s not just about the visuals, but strengthening
LEVI’S designed a robust marketing strategy with an
innovative promotion plan. The excitement and
national buzz generated by the LEVI’S CURVE ID will
influence the consumer targets to purchase the
products. Furthermore, the promotion has great
positive collateral potential to energize sales of LEVI’S
CURVE ID in addition to elevating the status of the
LEVI’S brand itself.

36. THANK YOU