Everything you need to know about our Positioning !
"An original company for more than 150 years"
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.
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 of Levi’s, below is a little summary of the growth and establishment of Levi’s in the consumers’ mindset:
• In 1930s, the company survived the Great Depression due to increased interest in Western culture: Jeans were then strategically positioned as being worn by “cowboys.”
The jeans were later on issued to employees in the defense industry (including veterans) during World War II.
• Post World War II, veterans that went to college wore Levi’s Post World War II, increasing its popularity, and became more and more recognized by the youth.
.• The social status of veterans, who were at the time viewed as heroes also had a great impact on the rise of recognition/popularity of the jeans, as they wore them. With time, jeans were shown to be suitable for casual wear, rather than work.
• During the Baby Boom era, Levi’s strategically targeted younger consumers and positioned their product as “cool.” In the minds of the youth
• Celebrity endorsements started taking an important role in the rise of brand recognition. Early movie starts were endorsed by Levi’s as they associated themselves with the Levi’s products. Consequently consumer demand shifted from durability of jeans to its fashion.
•Culturally, jeans became a symbol of youth and rebellion. In 1960s, student protesters wore jeans as uniforms. Jeans became so associated with the youth that it almost became part of their identity.
The Levi’s firm positioned its products with changing times and demands, keeping existing customers and capturing new markets. Increases in sales ultimately increased along with profits and most importantly strong brand recognition. Their positioning had proven to be very successful as Levi’s became the n°1 brand associated with fashionable and good quality jeans.
Levi’s Strauss Marketing Plan