Levi's is a popular jeans brand that offers a wide range of fits and styles. It sells products through major retailers and its own stores located in various cities. Levi's targets customers of all ages and sizes through promotions, advertisements, and magazine placements. While it faces competition from other denim brands, Levi's maintains a strong market position through its classic styles and widespread availability.

1. JEANS

2. LEVIS JEANS

3. LEVIS JEANS

4. JEANS RANGE
• Skinny
• Slim
• Taper
• Boot Cut
• Relaxed
• Big & Tall

5. Skinny jeans
1.511TM skinny jeans(black stretch)
2.510TM skinny jeans(jet)
3.511TM skinny trouser(revolver)

6. Skinny jeans
1.511TM sta-prestTM pant
2.511TM skinny commuter trouser

7. SLIM
1.514TM slim straight rafter jeans
2.514TM slim straight jeans
3.514TM slim straight pants

8. RELAXED
• 1.Comfort Fit
• 2.Loose straight

9. Taper
• 1.Extreme Tapper 2.Loose Tapper

10. Boot Cut
• 1.Boot Cut 2.Slim Boot Cut

11. Big & Tall
• 1.Straight 2.Relaxed

12. Price Range
• Denizen-Rs.1099-Rs.2599
• Sykes-Rs.3000-Rs.9000

13. Places

14. Places
• 1.South Extension
• 2.Vasant kunj
• 3.MGF Metropolitan mall Saket
• 4.Select city walk Saket
• 5.Khan market
• 6.Gurgaon
• 7.Ghaziabad

15. Promotion Strategy
• Promotion strategy of Levi’s is pushed and pulled
standardizing branding to customer by
middlemen who communicate localization in
individual counties, thus, the distributor of Levi’s®
jeans wear plan to promotion strategy for
support sale to Levi’s which link promotion with
individual version jeans underneath control main
country .
.

16. Promotion Strategy
• 1.Sale Promotion Through
• A)Successful Campaign
• B)Advertisement
• C)Magazines

17. Target Customer’s
• 1.Upper Class
• 2.Upper middle Class
• It emphasizes more on the age group of 13-24
(youngsters), although it has its product range
for people above 30 years age.

18. Competitors
1.Calvin Klien
2.GAP jeans
3.VF Corp(Lee,Wrangler)
4.Tommy Hilfiger

19. Diesel

20. Diesel …you buy the brand not the jeans
• International Brand
– Diesel - prêt-a-porter male and female seasonal
collection, mainly focused on denim
– 55DSL- sportswear
– DieselStyleLab-limited edition pieces
– Diesel Kids- babies, kids, teens; bright colors &
modern gutsy lines

21. Diesel jeans
• 1.Jogg Jeans
• 2.Denim:-3D Evolution
• 3.Denim:-Colour Exposure

22. Jogg Jeans

23. DENIM:-3D Evolution

24. 3D Evolution

25. Denim :-Color Exposure

26. Target Customer
• Stylistic men and women: ages of 20-35 years
• Annual income: $50,000-$100,000
• Large, urban cities; U.S. & 80 other countries
• Bridge/ better price zone
• Independent entrepreneur or innovator who follows their own unique
path in life
• This eccentric man or women is largely unaffected by fashion fads and
spends a significant amount of money on quality fashion-forward clothing

27. Its in the brand…

28. Diesel’s Marketing Mix
product price place promotion

29. Marketing mix
 Products
Several different apparel lines:
~DieselStylelab (upscale)
~55-DSL (sportswear)
~Dieselkids
License name for:
~Accessories including eyewear
~Footwear
~Luggage
~Perfume/cosmetics
STAPLE PRODUCT: Diesel is best known as one of Europe’s top manufacturers of
designer jeans

30. Marketing Mix
• Price
Diesel Jeans range from $100 to $300 a pair
• Place
Diesel products are available in more than 5,500 chain and department
stores in 80 countries worldwide
In the U.S., Nordstrom, Urban Outfitters, Bloomingdales,
Barney’s New York
By 2003 there were 200 company owned and operated Diesel Stores
worldwide
~Feature jeans and DieselStylelab line

31. Location near you…
Portland Store:
The Cellar Building
Phone: 503-241-1355
30 NW 12th Street
Portland, OR 97209

32. Marketing Mix
• Promotion
~Promote products mainly online www.diesel.com
and in high-end magazines such as:
Elle
Vogue
www.diesel.com
Current Campaign: Global Warming Ready
They are known for their socially and politically
racy ad campaigns

33. Competition
• Primary competitors for denim
Earl Jeans
Seven for all Mankind
True Religion
Chip and Pepper
Paper Denim & Cloth
• Other Competitors include:
Giorgio Armani, Benetton Group, Calvin Klein, Donna Karan, etc.

34. Diesel
Strengths Weaknesses Opportunities Threats

35. Strengths
Advertisement
• Advertise clothes very differently than anyone else
• Create stories around pictures
• Choose quirky, unusual topics that can be perceived in many
ways

36. Opportunities
“Global Warming Ready”
• First thing you see on the diesel website is: “Global Warming
Ready?”
• Global warming report video, a link to StopGlobalWarming.org, and
a list of the top 10 things you can do to help global warming.
• Responding to consumer concern and also reach the eco-friendly
market

37. Bibliography
Web Sites
Apparel Search.com. (2006, January). Search directory: Diesel Jeans. Retrieved
February 15, 2007, from http://www.apparelsearch.com /definitions/Fashion /Brands /Diesel.htm.
Diesel SPA-Affino. (2007, January 20). Diesel Propaganda: Press Pack. Retrieved January 20, 2007,
from http://www.dieselpropaganda.com.
Pitman, S (2006, January 6). L’Oreal to make fragrance for Diesel fashion house. Retrieved
February 28, 2007, from Cosmetic Design Web site: http://www.cosmeticsdesign .com/news/ng.asp.
True-Religion.com (2006). True religion apparel adds to Expanding branded store base. Retrieved
February 28, 2007, from http://phx.corporate-ir.net/phoenix.zhtml.
Internet article based on a print source
Edmondson, G (2003, January 20). International-European Business: Diesel is Smokin’
[Electronic version]. BusinessWeekOnline
Europe News (2007, February, 26). Waiting for a relapse. [Electronic version] The Economist
Simpson, G (2007, February 20). Case study: L’Oreal’s software makeover *Electronic version+.
BuisnessWeekOniline
The Environment (2007, February, 22). Green sums [Electronic version]. The Economist