Levi Strauss & Co. was threatened by competition because the barriers of entry which were relatively low in the jeans market. Some of Levi’s competitors include: Calvin Klein - Wrangler Gap Jeans VF Corp (Lee, Wrangler) Tommy Hilfiger The entrance of new competitors had many effects on Levi’s: Levi’s no longer had monopoly power more competit

What do consumers think about Levi's? Over the years, Levi's jeans have become more popular in particular thanks to its product differentiation. After the release of the 501 product line, Levi's enjoyed the worldwide market dominance in the denim jean market. Levi's Strauss sends products in more than 110 countries. An important thing we can notice

In order to study the positioning of the brand,we can use the Kapferer Identity Prism. It permits to show a main view of the brand. What is the physique of the product, the personality, culture, relationship... This is the result of our study.

In the 90's the jeans market has encountered dramatical changes and Levi's faced stronger competition than it had before. The new incoming into the market were two types: high - end designer jeans manufacturers and retail chains. The designer jeans came from fashion houses such as " Tommy Hilfiger, Ralph Lauren and Versace”. These style-conscious

Now that we have made brives presentation of the company and the products, we are going to make few statements about the characteristics of the market, the types of customers and the segments. Jeans are constantly evolving products. They target all ages, sex, style and social class, from the classic to the trendy. They are quite often associeted wi

Levi's positioning - Brief history Levi’s particular positioning represents the core of its marketing strategy - The position of the products, created increased differentiation, contributing to the companies market increased differentiation and consequently led to a strong market power. To better understand the implementation of the positioning o

Le saviez-vous ? - Levi’s a été fondée en 1853 par Levi Strauss, initialement l’entreprise opérait dans la vente en gros d’articles textile. - A l’origine la compagnie a été fondée à San Francisco en Californie. Jacob Davids, tailleur, eu l’idée d'utiliser des rivets de cuivre pour renforcer les points de tension sur les pantalon

Four core values are at the heart of Levi Strauss & Co.: -Empathy -Originality -Integrity -Courage These four values are linked. As we look at the history, we see a story of how their core values work together and are the source of Levi's success. •EMPATHY – WALKING IN OTHER PEOPLE’S SHOES •ORIGINALITY- BEING AUTHENTIC & INNOVATIVE •INTEG

The Levi’s® brand incarnate the classic American effortless style and cool. From 1873 until today while the patent has long expired, Levi’s® jeans have become the most recognizable and imitated clothing in the world. We can easily picture their consumers’ loyalty for years and generations. Levi’s® brand portfolio keeps on evolving throug