The Brand Book AN ORIGINAL
LEVI’S
I confirm that this work has gained ethical approval and that we have faihfully observed the terms of approval in the conduct of this project. Signed:............................................ Date:............................................ Dominique Yearby-N0674975
2
Contents •
INTRODUCTION-PAGE 4-5
• • • • • • •
BRAND STORY-PAGE 6-7 BRAND VISION-PAGE 8-9 BRAND MISSION-PAGE 10 BRAND VALUES-PAGE 11 BRAND IDENTIY-PAGE 12 BRAND PERSONALITY-PAGE 13 OUR CUSTOMER-PAGE 14-15
•
BRAND GUIDELINES-PAGE 16 • OVERVIEW-PAGE 17 • LOGO-PAGE 18-21 • TYPOGRAPHY-PAGE 22-23 • COLOUR-PAGE 24-27 • IMAGE STYLE-PAGE 28-33 • TONE OF VOICE-PAGE 34-35 • INTERNAL BRANDING-PAGE 36-37 • EXRERNAL BRANDING-PAGE 38-41 • STORE REQUIREMENTS-PAGE 42-43
•
RESEARCH-PAGE 44-45 • HISTORY HIGHLIGHTS-PAGE 46-51 • INNOVATION & SUSTAINABILITY-PAGE 52-53 • TARGET MARKET-PAGE 54-55 • PRODUCT PORTFOLIO-PAGE 56-57 • BRAND ARCHITECTURE-PAGE 58 • BRAND POSITIONING-PAGE 59 • BRAND IDENTITY PRISM-PAGE 60 • BENEFIT LADDERING-PAGE 61 • SWOT ANALYSIS-PAGE 62-63 • CURRENT SITUATION-PAGE64 • BRAND OBJECTIVES-PAGE 65 • BRAND TYPE-PAGE 66 • ANSOFF GROWTH MATRIX-PAGE 67 • BRAND STRATEGY-PAGE 68
3
LEVI’S
4
Hello.
We invented the blue jean. And we’re reinventing what it means to wear them. The Levi’s brand lives to encompass the people of today; we represent the fun, exciting and adventurous side to the everyday provided by our high quality, authentic denim and other clothing collections. As a brand with history, we strive to carry on our legacy of allowing customers to express themselves and their personality through our ranges. Join us by being part of Levi’s legacy, present and future.
5
LEVI’S
Levi’s STO RY A young Levis Strauss emigrated to the United States in 1829, hoping for success and the opportunity to create a better life. Previously other members of the Strauss family had moved to New York from Germany setting up a family business in dry goods. Levis was curious and excited about joining the business, he was keen to learn about dry goods and immersed himself in the trade. Around the same time the discovery of gold in California led to people from all over America racing to San Francisco all aiming to find their own piece of fortune. Strauss wanted to be a part of the action and moving to the west coast he set up his own company “Levi Strauss & Co” in 1853 specialising in the family trade, dry goods. Twenty years later, Strauss was approached by a tailor and customer Jacob Davis, who had created a solution to miners complaints of their denim not lasting the wear and tear of their everyday. Davis’s idea was to use copper rivets on the fabric which would strengthen the jeans if they encountered any strain thereby increasing their life. Strauss was intrigued and quickly the pair went into business together. Just like that blue jeans were born. The jeans were a huge success and demand was high. By the 1890s Strauss’s iconic “best selling” product, the Levis 501® had been created. Since then many thousand pairs of jeans in many different styles have been sold worldwide Levis Strauss however was more than a businessman and, in addition to running the fast growing jeans company and supported other local businesses, he became well known for his civic and charitable work.. Levis Strauss died age 73 in 1902, his legacy, values and community spirit we aim to honour in everything we do today.
6
A BRAND FOR TRUE ORIGINALS.
L EV I S s i n c e
1853
7
LEVI’S
8
Brand vision MORE THAN JUST JEANS.
Levi’s is a brand that has witnessed the change of time, technology, laws and trends: what has not changed is the brands vision of providing high quality, long lasting jeans and championing what we believe in. We believe that we are more than a brand, but also a voice. At Levi’s we are the past, present and future.
9
LEVI’S
Brand Mission LEADING EVERYTHING, EVERYDAY.
We don’t settle for second best at Levi’s, throughout history we paved the way with jean design and we strive to continue this success by leading commercially, technically and stylistically. Our mission is to... • Produce high quality denim and other products ALWAYS, we will never compromise. • Maintain the authenticity and originality of our brand whilst continuing to respond to existing and new customer demands • Develop our products and business through continual review and improvement • Surpass our ethical and environmental obligations and lead in these areas, commercially and technologically • Be charitable and understand our power, using our voice wisely.
10
Brand VALUES
WHAT WE STAND FOR IS WHAT WE BELIEVE IN.
We have been producing denim for 165 years, in time we have gained an understanding of our responsibility as a brand. We have a legacy of being problem solvers, generous, authentic and original, all characteristics that we aim to carry forward today and beyond.. We understand that our name and brand gives us a voice and we want to use this to benefit people just like our founder Levi Strauss did. We are a brand that should be heard.
1 1
LEVI’S
BRAND IDENTITY WHO WE ARE.
Levi’s are synonomous with jeans, it is is a brand that generations have grown up. That being said the jeans and the business from yesteryear are not the jeans for today or tomorrow. The brand leader, the innovator, the manufacturer and the retailer of the highest quality denim and clothing are what we and others identify ourselves as. We are a succesful, global, fashion business which has grown by focussing on customer’s changing styles, lifestyles and fit but kept to it’s core values. It is only these values and commitment to our people and customers that might be seen as “old-fashioned”.
12
BRAND PERSONALITY
CONFIDENT, OPINIONATED & RESPECTED.
Levi’s personality comes from the journey the brand has been on since opening in San Francisco over 160 years ago. Our long history has led us to be pioneering. relatable, genuine, wise and understanding. We may once have been closely associated with the American Dream but over time we have mellowed and adapted to the global world we now live in Loud, confident, opionated but respectful may be attributes of Levi’s personality. but it is also adaptable, reliable, empathetic, and understanding of others struggles. The personality of the brand is not restricted to a particular look, gender or age but there to represent us all..
13
LEVI’S
14
Our Customer
EVERYBODY WHO’S NOT JUST ANYBODY. Jeans are an essential staple item in everybody’s wardrobe. At Levi’s we understand the importance of getting the perfect fit. Levi’s give that perfect fit for all. Our history was built on making jeans that can keep up with the everyday, whether that is working in the city, at home with family or on an adventure half away around the world. We believe our denim isn’t defined by age, gender or lifestyle, but more about the relationships and experiences made possible in a pair of our jeans.
15
LEVI’S
Brand Guidelines 16
Logo
Overview The Levi’s identity is defined by five key assets. These assets collectively work to define who Levi’s is. The assets are clear and flow into every piece of our brand.
Typography
Our Brand logo symbolises our stamp of approval on our products. The Logo is a promise and guarantee to our customer of quality denim.
The main fonts used are ‘P22 Underground’ and ‘Brim Narrow’ which we use in a powerful but bold and authentic manner.
abcdefg 012345 AaBbCcDdEe 012345
Colour A pop of red is often used to tie in our DNA, played against colours that reflect materials we have used.
Image Style
Tone of Voice
Levi’s images draw consumers in with immersive photographs that create an interactive illusion. We aim to make an exciting reality that is possible with Levi’s.
We are aware of our presence as a brand and our responsibility to use it wisely. We aim to be as authentic as possible when spreading powerful and positive messages.
17
LEVI’S
Logo Overview Levi’s uses this logo to market all of our products. The logo is 2D, consisting of a shape and wordmark that represents our brand. The shape and the wording is often presented together. The original, red horizontal version of the logo is preferred to the alternative, vertical or other versions.
Alternative Logo A vertical version of the logo is seen on the side pockets of our products and used on some of our marketing capaigns.
18
Logo Size Minimum Size The logo is used as a symbol of satisfaction and quality towards our products. The logo must be clear to see from a distince and distinguised as our own. However the logo is not the selling point so it must take over our marketing.
Maximum Size As we have established a strong brand that is recognisable, we do not want to over power consumers with our logo. Therefore we do not like to make the logo huge, yet there is no maximum size.
19
LEVI’S Logo Placement
The logo must be used like the two examples on the right. As shown the logo is a stamp on the side of an image, and does not take away or obstruct from the imagery. Below shows how the logo must not be used. The logo must not overpower our imagery and must not take up much room.
20
Dont’s The brands logo must not be modified as it would damage its autenticity, it must be respected and used effectively always. Always keep within the guidelines on how to use the original logo or its alternatives.
Do not use a shadow around the logo.
Do not change the fill of the logo, it must be a solid colour around.
Do not transform the shape of the logo or fade it out.
Do not change the font of the brand.
Do not change the colour of the brand to one that would not be associated.
Do not fill the brand symbol with a pattern similar to the one above.
Do not fill the font.
Do not change the text in the shape.
Do not change the text in the shape.
Accross shows how the logo must not be used.
21
L E V I S
Typography Overview At Levi’s we like to use fonts that demonstrate the characteristics of the brand. That means that we use fonts that consumers would associate with authenticy, quality and boldness. The fonts we often use play off being old and new. The key fonts we use are ‘Brim Narrow’ and ‘P22 Underground’ in both demi bold and medium. These fonts are used regularly as they are classic and work well with our other elements.
LEVIS STRAUSS
QUALITY NEVER GOES OUT OF STYLE Have you ever had a bad time in a pair of Levi’s?
original
jeans,
original
people
2018
This country was not made by men in suits
22
Characteristics The typography we use main characteristics is that its clear, bold and clean. The detail of the font is sharp and points, we aim for an old American style as it links to the history of the brand.
• The font for titles is mostly used in red, as it is a pop of colour and links to our logo. • The body text is either black, white or grey. These colours are used to clearly get our message across.
® ™
#
@
L
* $
£
^ -
9
QUALITY NEVER GOES OUT OF STYLE
• We never use itallics, mostly sticking to medium or bold styles.
L E V I ’ s
Original Jeans, Original People.
1853 There’s work to be done and undone.
L
501 ®, 502 ®, 504 ™,505 ™, 510™, 511 ™, 512 ™, 514 ™, 517 ™, 519 ™
23
LEVI’S
Colour Overview
Richness of the colours are important for Levi’s, we strive to use bold colours that reflect the nature and our American roots.
24
Palette and Proportions Inspiration for the colours we use come from our quality products and materials such as denim and leather. The colours other than the white, red and blue, are earthy.. • • • • • • • • •
Levi’s Classic Denim Levi’s Signature Red Off-White Levi’s Storm Levi’s Electric Blue Black Levi’s Mustard Levi’s Tan Levi’s Mixed Wash
RGB
CMYK
24/76/89
88.29/51.11/45/.45/39.78
194/26/49
16.33/98.84/78.03/6.32
245/243/242
4.73/4.6/5.33/0
71/77/115
80.15/68.94/31.01/16.57
31/47/87
99.14/84.89/35.08/31.01
Levi’s Classic Denim
Levi’s Signature Red
Off-White
Levi’s Storm
Levi’s Electric Blue
5/5/5
87.12/75.8/61.82/94.46
239/163/62
4.34/41.2/82.15/0.13
216/135/87
12.96/53.13/68.73/2.6
88/138/137
67.21/28.94/42.2/11/16
Black Levi’s Mustard Levi’s Tan Levi’s Mixed Wash
25
LEVI’S
Colour Usage We like to show our fun, creative flair through our strong imagery at Levi’s. We often do this by the use of strong powerful colours that contrast against the everyday greys, we do this as we are aware our products are easily wearable but they are not boring and allow our customers to stand out. Displayed on this page shows how we successfully used colour to get our message to the consumers. Looking at the pallettes you can see that we use bright colours that are iconic and fit with our brand.
Levi’s Tan Levi’s Storm Off-White Black Levi’s Signature Red
Levi’s Classic Denim Levi’s Electric Blue Off-White Levi’s Signature Red Levi’s Storm
26
Levi’s Classic Denim Levi’s Storm Off-White Levi’s Signature Red Levi’s Electric Blue Levi’s Tan Black Levi’s Mixed Wash
27
LEVI’S
Image Style
28
Imagery is hugely important at Levi’s, and we understand how important self-image is to our consumers. We like to create stories within our photographs that reflect the brand values and connect with our customers worldwide. We like to be seen as engaging, fun, fearless and authentic in our photographs.
Bold, Courageous, Spontaneous, Exciting, Adventurous, Authentic, Original. 29
LEVI’S
Do’s Here is a collection of images that show what we aim to produce and present to our consumers. These photographs all have the Levi’s “attitude” and aesthetic that is similar to our marketing.
We want to reflect who we are, what we stand for alongside the spirit of the brand in our imagery. All these images achieve this as they radiate happiness, adventure and authenticity.
30
In images of people we like displaying relationships that seem natural rather than forced. Interaction between models is favoured.
The use of earthy landscapes and bright light plays off the natural strong blue of our denim.
31
LEVI’S Strong editorial images of models, that are over sexualised are not in-line with Levi’s aesthetics.
Don’ts As the previous pages showed what images would be acceptable to represent the Levi’s brand, this illustrates what would not be the right fit.
Scenery is important, we favour open space that often refects the American landscape.
We do not use product placement of other brands or display other logos that dont fit with our brand imagery.
32
Successful Examples
Successful examples of our past marketing images, all these photos represent what our brand stands for in a unique, authentic way. The images we have used in the past align themselves perfectly with our brand values, message and vision.
33
LEVI’S
Tone of Voice When we say something, we mean it, we don’t mess around. The tone of our voice is strong as when we make statements,we make them with conviction. We want to raise our voice and be heard. Levi’s uses catchphrases that are quick to the point, this demonstates the brands grit and determination. We also like to reflect on the journey our brand has been on but we do this by being authentic and wise at the same time as current and relevant. Our tone of voice is thought provoking but fun, we aim to be genuine with everything we have to say.
34
Strong, Heard, Gritty, Determined, Authentic, Wise, Genuine.
35
LEVI’S
INTERNAL BRANDING WE ARE A COMMUNITY.
It is important at Levi’s that our employees believe in us and are committed to our products alongside our core values. We have created a brand that our team is proud to be involved in, they go above and beyond for results. This commitment stems from the way we treat employees which makes us stand out from other retailers, we are eager to do what is best for our employees. We award our employees for their constant hard work through a number of different ways including award schemes, discounts, insurance and plenty of opportunities to grow with Levi’s. People who work for us often share the same values we hold, they are genuine, driven, authentic and often generous. We allow each of these attributes to flourish with us and support them. All this work towards our employees wanting the best for us by being motivated, engaged and working harder.
Letterheads
36
Our internal post must be secure and professional. Although our post is only seen by employees, our appearance still matters. Our post is easy to follow and simple. The colours we use are in line with guidelines we set out and we tend to stick to colours that represent the brand.
Uniform. We have not got a strict dress code, but require our employees to look smart and respectable. They must be wearing the on-trend Levi’s collection, which they get discounted. We want our employees to be a reflection of us and show the customers how our clothes can be worn. Employees must be able to move freely around the shop floor in their outfit without restriction. T’shirts with our brand name on are preferred to alternative styles, but employees must be wearing a style of jean.
37
LEVI’S
EXTERNAL BRANDING OUR BEST FACE.
Although we have a name, history and product that is globally recognised, we are keen that everything we put our name to is in sync with the Levi’s image. We strive to be as inclusive as possible with our branding by not sticking to a particular look, face or style. Our external branding is often simplistic and not too controversial. Just like our jeans, we aim for our branding to be stylish, authentic and enduring.
Packaging.
38
Packaging gives added value to a product, making it special for the consumer. Our packaging may be simple but it embodies the Levi’s attitude, history and values. We mainly use natural colours and materials, as it links to us being sustainable and honest. We of course make sure our logo is visible, as we are proud of our products and want to show it off to everyone.
Clothing Labels. We make our jeans to last, so our clothing label provides plenty of information to prolong their lives. We include the best way to care for our jeans and a short message from us. We stick to natural coloured tags and twine as it fits with our image, the type in our signature Levi’s red. We make sure to not use plastic, to keep within our environmental credentials.
Billboards.
We love to create stories of what our jeans can experience. We often go big with our billboards, using stand out slogans that make our consumers think or imagery that is not often see.
Newsletter Through our history we have noticed customers can’t resist coming back and shopping with us. We offer all our customers the chance to sign up to our online newsletters, which gives them all the latest information with Levi’s. The newsletters are creative, fun and filled with voices about what is important to us at the time.
39
LEVI’S Social Media Social media is a platform for the Levi’s voice to be heard, seen and reach new customers. We have a number of social media accounts on sites including Twitter, Instagram, Facebook and Pinterest. Anything put on one of our accounts must be thought out, and it should be ensured that it fits with the Levi’s value and styles.Social media should be kept up to date and filled with what is currently relevant to our target market.
40
Our Twitter account has a following over 800 thousand people, this gives a huge opportunity to reach new, potential customers. On our page, we update our followers on what is happening at Levi’s whether its a sale, new products or sharing a hashtag associated with our brand. Our voice on twitter is to the point due to restricted character amount but also chilled and fun.
Instagram Instagram is our biggest social media channel with a following of 3.4 million on our global account. We use Instagram as an opportunity to promote our products through aesthetically pleasing images, we like to ensure that they fit our guidelines.
We work in collaboration with popular celebrities and social influencers to promote our products. This benefits us as their following is introduced to our brand through them wearing our clothing.
41
LEVI’S
OUR STORES THE LEVI’S EXPERIENCE.
At Levi’s we value our customers and want to make their time valued in one of our stores. We have 2,800 stores in over 100 locations, in all stores we aim to offer the same level of enjoyment. We operate in multiple distribution channels including wholesale and in department stores. Our stores should reflect our brand vision and allow customers see our products in a positive light.
42
In our stores we like to create an environment where our customers enjoy shopping there, to do this we consider our layout to make sure its not overwhelming. We often use big spaces, as it allows customers to easily make their way around the whole shop. The front of the shop we like to use as a space to promote our most recent collection that is currently on trend. This is often intriguing to customers and they will come inside to explore what else we have to offer. Our jeans are almost, always on the back wall of our stores. We do this as we are aware jeans are our champion product that customers come to us for. Having them at the back wall of a shop forces potential customers to encounter our other products. The point of sale is crucial to get any final sales before our customers leave the store. We like to place accessories by the tills as if offers the chance for them to pick small purchases up.
43
LEVI’S
44
Brand RESEARCH 45
HISTORY HIGHLIGHTS
REFLECTING ON THE PAST FOR A SUCCESSFUL FUTURE.
1853
1854
Dry Goods •
46
After working for his family dry goods business in New York, Levi Strauss moves to San Francisco to open his own store in the area to represent the family. In 1853, Levi Strauss & Co is opened.
1872
Giving •
Shortly after opening the store, Levi Strauss donates a portion of their profits to a local orphanage. Since this point the Levi’s brand has continued to work with charities and initiatives to benefit the local and global community. We believe it should always be important to be generous and help others.
1873
The Idea •
Levi Strauss is approached and asked if he would be interested to work in collaboration with tailor Jacob Davis. The idea, which would change denim jeans forever, suggested the use of copper rivets to strengthen jeans thereby making them last longer.
Blue Jeans •
After Strauss agrees to collaborate with Davis to be his business partner, the pair begin to start manufacturing. The idea worked, and the first pair of blue jeans was born.
Strength
Legacy
1886
•
As the jeans became increasingly successful the Levi Strauss & Co brand needed a symbol to represent who they were. The brand chose to use an image of two horses pulling both sides of a pair of Levi’s jeans, this represented the strength and durability of our product.
Japan
1902
•
In 1902, Levi Strauss died at home. The namesake of the company had earned a reputation as not just a good business man but as a generous person. The company was carried on by members of his family, who wanted to follow in his footsteps and keep the Levi’s brand going.
Youth
1908
•
Levi’s success kept on going and had become known all around America, the demand for denim was huge. We decided it was time to see more of the world, and registered our trademark in Japan, yet this was just the start.
1912
•
This was our first Levi’s product for children, as we understood that children needed long lasting denim too.
47
LEVI’S
1928
1934
48
Although we loved the horses that represented the brand, we decided to trademark ‘Levi’s®’ in 1928.
•
We started making clothes for women in 1918 creating a tunic, yet it wasnt until 1934 our female version of the classic 501® jeans were manufactured.
1961
L E V I ’S
Her Jeans
Trademark® •
1936
•
We have always been proud of our jeans, and wanted to show off that they came from us. In 1936, we started putting our name on a red label on the back pocket of all our jeans. This proved they were ours and differentiated us from other jeans on the market.
A New Fit •
The Slim fit was created in 1961, it was a completely new look and totally different to the original style.
International
LEVI’S
1965
•
Our expansion in other markets continued, we established Levi Strauss International and Far East in 1965.
Olympics
1980-84
1967
•
The Levi’s logo as you see it today was created and introduced in 1967. The batwing design is inspired by the shape of our 501® jean back pockets.
Respect
•
The 1980 Olympic games is being held in Moscow, Russia. Levi’s is asked to be the official outfitter to represent the U.S team.
1991
•
We have always valued our employees, but we wanted to put some rules in place in 1991 to make sure they were protected. We launched rules to help workers balance their work and personal lives, family and child care.
49
LEVI’S
1996
1999
50
We introduced Levi’s vintage clothing to sell some of our iconic pieces in their original form
•
Our 501® jean gets the credit it deserved, and is named Time Magazine’s ‘Fashion Item of the Century’.
2011
L E V I ’S
501®
Vintage •
2010
•
We want to constantly improve making our denim the best fit for all different shapes and sizes. This led to us creating the Curve ID range, which was made using anthropometric data from thousands of different bodies.
Water<less •
Its always an aim to be more ethical and environmentally friendly, using new technology this has become possible. The Water<less collection reduces how much water we use when making our jeans.
Our Voice
LEVI’S® X OFF-WHITE
2016
•
We collaborated with Off-White to produce a collection of eleven outfits which reflected jointly our principles and design style. Working with current brands like Off-White allows us to see others creativity and learn from them.
144 Years
2017
•
In 2017, we campaigned, raised our voices and got involved in political, cultural and global issues.
2017
•
The much loved Levi’s 501® jeans celebrated their 144th birthday, and to remember we created a collection that helps us reminisce on all the good times we have had with our jeans.
What’s next?
51
LEVI’S
INNOVATION & Sustainability WHAT CAN WE DO BETTER?
Waste<less At Levi’s we constantly want to better ourselves, we like to say that we are ‘made of progress’. Being sustainable and innovative is part of who we are. We want to be quick and fast to make change. We have a history of being an early innovator, from being the first to make jeans we want to keep going and see what else we can bring to the competitive apparel market. We always make products to last but to do this we need to consider our impact on the world and how we affect people.
Water>less
52
In 2011, we wanted to reduce the amount of water used to produce our iconic jeans. This led to the creation of the Water<less collection, which has reduced water waste by 96% on some of our classic styles including the 501®. Although this is an amazing improvement we want to do more. By 2020 we aim to make 80% of our products using this method.
The worlds natural resources are becoming increasingly strained, so why not used recycled materials like glass and plastic bottles? That is what we did in 2013. The Waste<less collection uses recycled plastic materials to create a material that we mix with cotton in this range of jeans.
In 2010, we wanted to create a label that would benefit the environment. The idea was simple, a care tag on the inside of our products that would give consumers straight forward, simple instructions to follow. The care tags instructions were exactly that, “machine wash cold, line dry when possible, donate to Goodwill when no longer needed and care for our planet”.
Care tag
Cotton
Wellthread Collection At Leviâ&#x20AC;&#x2122;s we use cotton ethically, aiming to improve the communities that work with cotton, to do this we created the Better Cotton Initiative. The BCI supports workers rights, making sure they are rightfully treated in developing countries.
Leviâ&#x20AC;&#x2122;s Commuter
Commuting to work cuts down your carbon footprint in an easy and healthy way, we wanted to award people commuting by creating a collection for them. The commuter collection considers functionality, style, comfort and durability to make high performance denim that can be worn cycling, walking and chilling,
Our main material that we use is cotton, we use it in almost every single product. So using cotton as ethically, environmentally and as sustainable as possible is important to us. We constantly like to rethink our products and process to see what can we do better, this is how we came up with the Wellthread collection. We are proud of the Wellthread collection as it optimises being as sustainable at every stage of manufacturing, it uses our other innovative processes like Water<less, Waste>less and cotton from our factories in locations like Sri Lanka and Haiti where we have worked with to improve community lives.
53
LEVIâ&#x20AC;&#x2122;S
Target market WHO IS THE LEVIâ&#x20AC;&#x2122;S FIT?
We our an inclusive brand, for authentic, passionate people who want long lasting, stylish denim. We have ranges for men and women, that spans from 17 year olds to 50 year olds. The age range fits many due to us creating essential, capsule wardrobe pieces. Our customers have middle to high income, yet we offer a range of different price points and promotions to prevent excluding any groups. Our customers have busy lifestyles, and value high quality products. Customers often have a relationship with our brand and trust us when buying for children, friends or other family.
54
55
LEVIâ&#x20AC;&#x2122;S
PRODUCT PORTFOLIO STYLES & SIZES FOR EVERYONE.
Wo m e n
56
Men
Kids
We make a promise to offer quality, long-lasting goods that fit with our iconic, authentic style. Our brand is not defined to a specific customer profile, so we try to cater to all with a wide product range and alternative styles. Although we may be the oldest denim retailers, we ensure that our jeans are current, technologically advanced and high performing. Our products we split into three main group, all have an individual style and range. The groups are womenswear, menswear and kids clothing. The product range we then offer in these groups, inlcude... • • • • •
Our iconic jeans, in a range of style Other clothing, including outerwear, shirts, dresses Shoes Clothing accessories The premium collection
57
LEVI’S
BRAND ARCHITECTURE WE ARE NOT ALONE.
Known for the iconic jeans and a name people won’t forget. Levi’s have managed to keep up with change of competition, time and trends, staying relevant. We’re the brand behind the first pair of jeans, a staple item in everyones wardrobe. Although we have over a hundred years behind us, we continue to improve and progress towards the future.
We are known for khakis, that are long lasting, high quality and stylish. We have been making khakis for 25 years and believe we have perfected them. We have gained an understanding what our customers value and their high expectations we hope we to always for fulfill.
58
Our signature collection was made in 2003, made for the modern customer who is conscious of costs yet still want high quality, long lasting products. Although, we have lowered the price tag of our products we have made sure quality is never compromised.
The Denizen range put our premium denim products that we are known for in hundreds of Target stores. We introduced the brand in stores and online in 2011, since it has been a high success reaching people all across the US.
Brand Positioning KEEPING AHEAD, ALWAYS.
Expensive
This map illustrates where we position ourselves against our competitors. As denim wear and clothing is important to todays consumers there is a vast amount of retailers offering alternatives. However, we believe that we are and have always been a brand that represents high quality, well manufactured products. Our price point is inline with our customers expectations.
Low Quality
Premium Quality
Inexpensive
59
LEVI’S
BRAND IDENTITY PRISM OUR TRAITS.
Physique • • • • • •
High quality Wide range of choices within products Iconic styles, colours and products Easily wearable Colourful visuals Recognisable
Personality • • • • •
Fun, effortless, stylish Inclusive History Strong, daring Freedom
• • • • •
Commitment Inclusivity Premium quality fabric Globally known Renowned
• • • • •
Loyalty Stylish, classic High-class brand Satisfaction Confident
Relationship • • • • • •
High quality Original, authentic brand Trustworthy Genuine Reptuable Premium
Reflection • • •
60
Loyalty towards the brand Stylish and classic Brand loving
Culture
Self-Image
BENEFIT LADDERING THE LEVI’S EFFECT.
Experience •
•
•
When you buy Levi’s you become part of the brand history and our family. In a pair of Levi’s jeans you can achieve anything, and it won’t stop you doing exactly what you want to do. Levi’s is fun, fearless, effortless and genuine.
Social •
• •
Levi’s is so much more than just clothing, levi’s come with an inclusive, enjoyable and care-free lifestyle. Levi’s is associated with a lifestyle that is fresh, and adventuress, Levi’s is known globally and easily recognisable, people relate the brand to being trustworthy and high quality.
Emotional • • • •
•
Stylish, classic and effortless Trust is placed into the clothes as they are long lasting and durable. Brand history is reputable. Can find personal, perfect fit due to the wide range of choice, that Levi’s offers. Not restricted to a particular stage in your life, styles accomodate to change in lifestyle.
Functional • •
•
Denim that won’t prevent you from doing what you want. New technology constantly developed to improve the product performance The material used is comfortable, moveable and breathable
Product • • •
The first ever blue jean for men and women Sustainable and ethical High quality
61
LEVI’S
SWOT ANALYSIS ‘MADE OF PROGRESS’.
Strengths •
• •
•
•
•
•
62
We are one of the most iconic brands in the world, people know who we are. Our marketing, name and products are easily recognised by people globally, therefore pressure on marketing and associated costs are reduced as compared to lesser known competitors. Our reputation for quality and durability has lasted throughout our brands life, and is a huge asset as customers trust and repeatedly shop with us. The brand has adapted to fashion trends throughout its long history, managing to stay relevant and inclusive. This has lead to us having a wide customer profile, with potential to achieve high sales margin. We are not tied to a single distribution channel, operating in wholesale, retail and online. This gives us the opportunity to flex and put pressure on different channels if the environment or demand changes. Levi’s is environmentally and ethically aware, through technological advancement we have reduced water waste and promoted use of recycled materials. This has not just cut wastage and costs, but has led us to be more appealing to like-minded, ethical customers. Our product portfolio is ever growing. We offer more than just jeans but other clothing, shoes and accessories for men, women and children. This leads us to opportunities for associated purchasing and new customers. We have a team of likeminded people working at Levi’s, who are committed to benefitting the brand. Having a team that is motivated, increases productivity and staff retention which cuts absenteeism, training and recruitment costs.
Weaknesses •
•
•
•
The apparel market is over crowded with both new entrants and established brands competing for available potential customers. This drives down selling prices, increases the pressure on the brand to stand out and limits growth. The ever increasing cycle of fashion and its associated trends, works against our unique selling point of durability. Some customers no longer want quality, long lasting products, but instead wanting cheap but easily replaceable products. Because of the history and longevity of the brand, it may not be seen as current or attractive. Levi’s may need to spend more on advertising costs and future ventures to convince customers that we still are relevant. Having set ourselves up as an innovative company it is important that we stay ahead. We need to push our technological and creative boundaries constantly, yet this has associated costs and not a promised return.
Opportunities •
• • •
•
There are now around 3.9 million Americans who work from home, leading to an increase in the potential market for Levi’s as they are not required to follow a particular dress code. Due to our history, we can continually build upon our legacy that we are proud of. We can reflect and reminisce on our past successes and use it as an inspiration for future work. Levi’s could expand their product range to fit trends like sportswear and lingerie which similar brands Tommy Hilfiger and Calvin Klein have done successfully. In recent years more people have chosen to wear smart, casual to events when it was not previously acceptable to do so. This gives Levi’s the chance for higher sales, new customers and increased market share. Increased interest in celebrity culture, would be an opportunity for Levi’s to collaborate with a famous personality. However, they will need to consider their customer base in their choice of celebrity to prevent isolating any group of customers and limit sales.
Threats •
•
•
• •
There are new entrants in the apparel market at a range of levels, both cheap and premium. This threatens Levi’s market share if they fail to remain on top or fulfil their product promise. There has been a dip in consumer confidence, due to economic factors in coexistence with decreased spending power due to stretched household budgets. This could lead to lower sales and profits, if Levi’s do not consider an adaptable pricing strategy. Self image is increasingly important to consumers, they are also expressing fashion in alternative ways. In recent years, a range of skirts, culottes and shorts have become popular alongside other trends like sportswear. This means that profits for Levi’s could decrease in correlation to their decreased demand for jeans. Obesity is an increasing problem globally, this may shorten the customer market as Levi’s may not be able to accommodate or appeal to these bigger sizes. Increased consumer conscious regarding working conditions and environmental impact have resulted in protests and customer boycotting the associated brands. Levi’s need to ensure that we adheres to ethical stance of good working conditions and ensures potential and existing customers are aware of poor practice.
63
LEVIâ&#x20AC;&#x2122;S
CURRENT SITUATION OUR PERFORMANCE, NOW.
Leviâ&#x20AC;&#x2122;s has manages to stay recognised and relevant, despite the increase in competitors in our market. We have adapted to the change in modern trends, to accommodate to consumers taste. Our reputation has led us to shoppers making repeat purchases due to them trusting our brand and products. We have and continue to make technological developments that allow us to create products more ethically and environmentally friendly. This has led us to be approved by more people and set a standard for competitors. Although, we are still facing problems with protestors not agreeing with some aspects of how we operate. Currently our employees are motivated to work and encouraged by their worker benefits. This has pushed productivity, perhaps increasing profits and sales. We remain a core competitor for other businesses in the apparel market. We aim to capitalise and lead by example. According to the first financial report of 2018, reported revenue has increased by 22%, this shows their is customers still interested in our brand.
64
BRAND OBJECTIVES CONTINUAL IMPROVEMENT.
Leviâ&#x20AC;&#x2122;s believes that we should aim to continually improve, and better ourselves. 1.
We want to build upon our historic legacy, but stay refreshing and relevant. It is important that we keep up with modern trends but honour our brand values and history.
2. In the next five of years we want to expand and grow our womenswear, other clothing and accessories. We want to move our products so they are closer to performing as cash cows and stars. To do this we are going to do greater consumer research, product development and stronger marketing to push these products forward. 3. Continue our aim to be as ethical and environmental as possible. We aim to reduce water and material waste drastically in the next few years. We also want to make sure our factories in third-world countries be run fairly and support the community. 4. By 2020, we want to collaborate with a celebrity or social media influencer. We want to have a face, or faces, that represents our brand, who has a strong following and shares the same values as us. We believe this can increase sales especially of the younger generation.but we must ensure inclusivity .
65
LEVI’S
BRAND TYPE
MAINTAINING PRODUCT CHAMPIONS.
High
66
Market Growth
When analysing where our other products fit on the Boston Matrix, it is clear that jeans are outperforming others. Specifically women’s jeans have potential to be cash cows. They need to remain at a high market share, this is made difficult due to the competitive womenswear market so are currently a star. Currently Levi’s t’shirts and other clothing would be defined as a question mark. They are in an incredibly crowded market but are not selling high units, and customers are choosing to shop with other brands. An option to increase sales would be to benchmark themselves to see what competitors are well, and have a re-launch with strong marketing. Levi’s accessorises is a dog product due to operating in a market with low growth and having a low market share, these products give us little return.
Low
The Levi’s brand based on this model would be classified as a cash cow, as it is a profitable, established brand in a mature market. As Levi’s is a cash cow there is less pressure on marketing costs are lowered because we have a huge, consumer awareness. The brand has established a clear customer profile and there is a clear understanding of how to successfully run their business, leading them to fit this category. Our iconic jeans would also be defined as a cash cow, due to them being profitable and holding a high share in the competitive apparel market. Jeans are our product champion, they have a predictable and positive cash flow. According to the First Quarter 2018 Financial Results report, revenue has increased by 16% in constant currency proving they are not falling into other categories.
Market Share
Low
High
The Boston Matrix, leads to an analysis of the Levi’s product portfolio. This allows us to understand how products are individually performing in their market, and how they can perform better.
Stars Question Mark Cash Cows Dogs
ANSOFF GROWTH MATRIX NOT SLOWING DOWN.
Our objective to collaborate with a celebrity or social influencer will require both market and product development. We will encounter new markets of their fans/following and the product will adapt to appeal to the combination of the two tastes. A possibility is for the brand to diversify into sportswear and lingerie.. To do this we need to research the level of risk associated with this venture, to see if the return and gain is worth it. This diversification has potential as similar brands like Tommy Hilfiger and Calvin Klein have succeeded in this product. .
Existing
Products
Market Penetration
New
Product Development
Market
To be more ethical and environmentally friendly we are will be researching and developing different technological practices. This will require some product development, as we need to improve our manufacturing process.
New
To achieve our objective of growing our womenswear and other clothing we are going to use market penetration strategy. We will experiment initially by using different pricing methods like promotional where we will offer buy one clothing get one half price on selected items. This could lead us to drive out competitors and engaging customers.
Existing
Market Development
Diversification
67
LEVI’S
BRAND strategy AIMING TO ALWAYS ACHIEVE.
68
Multi Brand
New Brand
Product Line Expansion
Brand Stretch
To complete the brands future objectives Levi’s need to come up with a strategy that will be most effective. Brand extension could be successfully used to stay relevant, as they could change the opinion on the brand to fit to the taste of the time. This would possibly increase marketing costs, but may have big returns in profits and sales. A brand stretch could positively improve Levi’s success. This would cater and appeal to a wider audience.