Levi's targets upper and upper-middle class customers aged 13-24, emphasizing long-term customer relationships. In the 1930s, jeans were seen as cowboy clothing but later became a symbol of youth culture. Levi's faces competition from brands like Calvin Klein and Gap that offer lower prices and new segments. It failed to enter the premium jeans market and saw declining sales, but uses brand loyalty messaging emphasizing quality and originality to maintain image.

1. Levi’s Strauss & Co.We Invented Blue Jeans

2. Target Market LEVI’s specifically targets customers falling under:Upper ClassUpper Middle ClassIt emphasizes more on the age group of 13-24 (youngsters), although it has its product range for people with above 30 yrs age.

3. Its strategy is basically on having long-term relations with their customers by designing jeans, shape, color, and cloth so that fun mix and match clothes with accessories in style of fashion

4. In 1930’s Jeans were positioned as being worn by “cowboys”.

5. Consumer demand shifts from durability of jeans to fashion of jeans.– Culturally, jeans became symbol of youth and rebellion

6. Competitors & Segmentation approach Threatened by competition, because barriers of entry were relatively low in the jean market. (excluding the patent).

7. Some of Levi’s competitors include:––Calvin Klein, Gap Jeans ,VF Corp (Lee, Wrangler),Tommy Hilfiger.

8. The entrance of new competitors had many effects on Levi’s.

9. More competitive prices leading to lower profits

10. Availability of substitutes firm faces increase in elasticity of demand

11. Consumers prefer other brands Levi’s customers buy from competition lowering Levi’s market share.

12. These newer upstarts are able to “chip away” at Levi’s market dominance because they are able to capture segments.