Levis Strauss STP

PRESENTATION BY ESHA YADAV

DENIM JEANS MARKET SEGMENTATION Looking into the segmentation of the Denim Jeans Market and where Levi's operates

90s Girl

PEN PORTRAIT OF A TYPICAL LEVI'S CUSTOMER WOMAN The customer's name is Jules. She's a 23 year old musician living in Brooklyn, NYC. She's strong-willed and exteremely passionate about music. She was just recently signed to Fool's Gold Records in Brooklyn. She spends her days writing and recording music and her nights, singing at bars. Julia draws her inspiration from the city, the people, the neighbourhoods and the events. Her go-to look is smoky eyes, black nail-polish, a band tee (thrifted), with her black Levi's. She keeps her dirty-blonde hair natural. A free spirit, her two favourite pairs of jeans are the Levi's 505- Regular Fit, Mid Rise for the day time and the Levi's 515 Boot Cut for the night time. She takes her Levi's everywhere she travels as they make her feel badass and give her the confidence to conquer the world.

MAN The customer's name is Andrew. He's a 27 year old businessman, living in Newport Beach, California. He has a dominant personality and succeeds in all areas of life. His mornings are spent surfing at The Wedge Newport Beach and he even takes part in surfing competitions, which he wins (obviously). He has 4 tattoos, all on his arms. He's a sucker for routine. His style is classic and you'll always see him rocking short hair.When he's working, he suits up and in the evenings, you'll spot him at his favourite bar in town, with a Jack & Coke in his hand, wearing a shirt with the classic Levi's 501s.

POSITIONING MAP

High-end

Trendy

Classic

Mid Range