Case Study

LeviStrauss&Co.isoneof thelargestclothing companiesintheworld andthemarketleaderfor American-madejeans. Theyhavemorethan500 storesworldwide,and morethan100nationscan buytheiritems.

Levi'smassproducesa broadassortmentof denimstyles,including straight,loose,andslim jeansaswellasflare,bell bottom,andtaperstyles thatareperfectforallkinds ofclients.

Introduction.

INDEPENDENTSTORE

Levishas42 independentstoresin Vietnamfromthenorth tothesouth

INDEPENDENTSTORE

E-COMMERCE

CHANNELS

Websitesupport

Vietnamese

Themainofficial cooperatedwebsitefor onlineshoppingis

ACFC OfficialShopee,Tiki, Lazadachannel

351/20A,LeVanSy, ward13,Dist3, Saigon.

E-COMMERCE

CHANNELS

Denimcopperhas theirownwebsite:

<https://copperdeni m.vn/>

Facebookand Instagramaretheir mainsocial commerce.

CopperDenimintroduces genuinevintagedenim culturetotheVietnamese fashionindustry.Copper Denim'srootsareinatiny familyfirminPhuNhuan, Saigon,withmorethan30 yearsofexpertiseworking withandresearching denim.Inadditionto producinghigh-quality denim,CopperDenimis dedicatedto incorporatingVietnamese cultureandcharacterinto itscreations,providing clientswithan exceptionalwearing experience.

Figure1:KidCudiinLevi'sCampaign

Figure2:T-redxXCopperDenim

LEVI'S Stores

Levi'shas

42stores in Vietnam

37/42

13StoresinHoChiMinhCity

Store Location.

15StoresinHanoi

14Storesinotherprovinces

StoresareinShopping Centers

For instance: Aeon Mall, Cresent Mall, Diamond Plaza, Lotte Center, Estella Vincom Center

RENTAL FEE In Shopping Center

*Quyen2022

35,5USD/m2/month

Customers frequently prioritize location when choosing a store, and location selections are significant since they can contribute to the creation of a long-lasting competitive advantage ( Lurati n.d)

145,1USD/m2/month

(DependingontheMall'slocation, therentalfeeishigherinDistrict1 orHoanKiembutlowerinDistrict 10orLieuGiai)

Levi's is an international brand which has the largest amount of stores in Vietnam

Copper Denim Flagship Stores

Copper Denimhas limited amountof store

Only1flagship storeat351/20A,Le VanSy,ward13, Dist3,Saigon.

CopperDenimindependent storeislocatedintheResidential Area

On the address line, it is visible that Copper Denim is in District 3 but actually that area is half Phu Nhuan, half District 3 which is illustrated in Figure 3

The population of District 3 in 2018 is 225.470 ( Hcmcpv 2018 )

At Phu Nhuan district is densely populated, with 183.000 inhabitants in an area of just 4.88 km2 ( GOV 2022 )

RENTAL FEE In ward 13, District 3

400USD/month

1000USD/month

CopperDenimislocatedinthealley whichisalsoareasonforcheaper rentalfee.

(Becausethisareaof district3isnotcloseto thecenterbutcloseto

PhuNhuan,thatiswhy therentalfeeis cheaperthanthe centerareaofdistrict3 buthigherthanPhu Nhuan)

LEVI'S Stores Copper Denim

The importance of Shopping Malls

ShoppingMall

*(Waters2020)

ProsofShoppingMall

Substantialfoottraffic

Anchorof neighborhoodretail

Requiringless advertisingtoattract customers

ConsofShoppingMall

THE RESIDENTIAL AREA

Existing competitors

Shoppingcentersserveasaconduitbetweencustomersand merchants,helpingtoclassifythevariousassortmentsandalso toidentifylucrativecustomers.Consumerimpressionwillhavea significantimpactontheselectionofthemanydifferentgoods andservicesthatshoppingmallsoffer(Soman2021).

Mallcontainsvarietyofmerchandiseatoneplace

Levishastocontendwithanumberofprospectivecompetitors duetothefactthatmostofitsstoresarefoundinshopping malls,includingTommyHilfiger,Lee CalvinKleinJeans,FCUK, Zara,andUniqlo.

Parking Availability

AlloftheshoppingcentersLevisselectedtosettheirshopin featurereliableundergroundparkingforbothautomobilesand motorcycles.Typically parkinglotsclosearound10p.m.Thefees areasfollows VND20000fortwohoursforcars(VND120,000for overnightparking);VND4,000forfourhoursformotorbikes (VND20000forovernightparking);VND2,000forfourhoursfor bicycles(VND5000forovernightparking).Additionally Vincom Centeroffersfreee-bikechargingstationsandparkingforVinfast vehicles.

Immediaterivalry withotherretailers

Rulesandrestrictions frommall management

Higherrentthan typicalretailspaces

*(Lurat

*(Lurat

nd)

ProsofRESIDENTIALAREA

Wealthandemerging professionals Citiesofferrelocation incentives

Accommodationfees

Attractsvisitors

Publictransithub

Flagship Stores

The importance of Independent Stores

Independent retail establishments still have a ton of space for expansiondespitethedominanceoftraditionalretailersandthe growth of mall culture. A fashion start-up and a major brand have one thing in common: they both desire local visibility. Its best to avoid waiting in line for a position at a crowded mall because there are many merchants competing with one another there, from kiosks to huge anchor stores. As the consumers spare time isn't shared with numerous well-known companiesorotherleisurepursuitslikediningoutandgoingto the movies, brands view a single location as a reasonable investment(MinhNg2018)

Existing competitors

Affectedbythenearby residents

Needforhighsecurity

Retailtheft

Parkingisaproblem

WhilecruisingdownLeVanSyStreet,wecomeacrossanumber of fashion boutiques with eye-catching window displays but upon closer inspection of their merchandise, it becomes clear that none of them serve the same demographic as Copper Denim.Therefore,itmightbeclaimedthatCopperDenimisthe only retailer of high-quality denim in that area; they essentially havenocompetitors.

Parking Availability

HCMCfacestremendouspressureonparkingspots;itisparticularlychallengingforcarstosecureaspotinthe citys core. Lack of parking makes it difficult for drivers and car owners, and many roads have abruptly turned intoparkinglots Thishasadetrimentalimpactonsocietyaswell(Trung2022) However duetotheshortalley where Copper Denims store is located cars cannot enter the little front yard where the parking lot is located thus cars must be parked outside of the alley. Additionally, the maximum parking space is quite small accommodating only around 10 motorbikes. Customers will encounter numerous unexpected issues if the staff doesnotadvisethemwheretoparkappropriately.Forinstance,ifcustomersparkinfrontofahouseorashop, they may be cursed at, insulted, and even chased away with brooms by shop owners. Other customers may haveshrimppasteisthrownonthemortheirvehiclesspray-paintedwhichhappensofteninVietnam.

Levi's Store Design.

MAIN Color Palette

Theabilitytooptimizeastorespotentialthrough creativedesignwillresultinhigherfoottrafficandlower shrinkage.Effectivestoredesignisacrucialtoolfor connectingwithcustomersandbuildinglasting relationships.Designingastorewithmodestloss preventionfeatureswillfigurativelythrowopendoorsfor theretailindustry.(French2021)

Levi'soriginalrootsareWorkwear

Wood,Steel,Leather,andIndigo colorelementsareusedto highlightthemasculinestrength Thecolorredalsoconveysthe characteristicsofpassionand strength,anditisbasedonthe historicredstitchingselvadgeon earlyLevi'sdenim.Theinteriorof thestoreislookingtobearadical andbasicsupporttoshowthe identityofLevi’s. (REVArchitecturen.d)

TheentranceofLevi’sisappliedCement texturepaint,whichbringsanindustrial feelingandalsomakestheredLevi’slogo standoutandappealtopassersby.

MovinginsideLevi'sThaoDien,the501areais standoutbesidethecashier'sdesk,withthe mensandwomen'ssectionsontheleftand right,respectively.Todisplaytheir accessories,Leviswrappedthestore's columninwoodanduseditasasupport. Thebackcornerofthestorehasdiscounted itemsfromthepreviousseason.

EveryVietnamLevi'sstoreinthemallhas thedisadvantageofhavingafittingroom thatisquitetinyandlimited(about4 rooms),andthereisonlyonemirror,which makesconsumersuncomfortableduring peakhoursandaffectstheirpurchase decision.

Themajorityofthemodern fixturesinLevisretailspace aremadeofknottywood andCaliforniaoak,with steelpipesservingas bracketsandbases. referringtoLevi'searly yearsduringthetimeof thegoldrush.Additionally, Levi'shasexcellentlighting. Lightingimpactsboththe generalaestheticappeal ofyourshopandthe emotionsofyour consumers.Warmlighting improvescustomers shoppingexperiencesby calmingtheirmoodsand makingthemfeelwelcome intheirsurroundings.

Fgure4 LevisstoreinParis

Figure6:Lev'sstoreinVincomThaoDien

Figure5 LevisstoreinTokyo

Figure7 501section

Window Display

Windowdisplaysnotonlyaccuratelyreflectyour brand'sidentitybutalsogivepotentialbuyers quickaccesstoinformation.Additionally,as peoplewalkbywindowdisplays,theyhavehigher expectationsofthebrand,which,ifmet,willresult inanimmediatepurchase(Alice2020).

levi's Visual Merchandising

in-store visual merchandise

Awell-organizeddisplaywillmakeitsimple forclientsandsalespeopletofindthe products,increasingproductivity.

MalesaremorelikelytovisitLevis.Mendon't spendasmuchtimeshoppingaswomendo, thereforetheinteractionbetweenthe salesmanandthemerchandiseneedstobe quick,obvious,simple,andeffective.Thatis whereeffectivemerchandisingiscrucial.

IfeelthatthewindowdisplayatLevis

AllTogetherNowGiveBetteristhethemeofLevis

Holidaycollection,whichisnowondisplayin practicallyallshopsinVietnam.Thereasonwhy thiscollectionappearsonthewindowdisplayis that,duringthelastmonthsoftheyear,thereare manyholidayssuchasThanksgiving,Halloween, ChristmasandTetHoliday.Withbrightclotheslike Red,Green,andBlue,amongothers,Levi'sHoliday givesoffa90svibeandletsyoustandoutat everyparty.

VincomThaoDienfailstoconveythe conceptofthecollectionandisnotvisually appealing.LevisvisualmerchandiserThao Dienshouldaddmorelayersandcolorsto themannequinandswapthedenimshorts forbaggypantstogiveita90svibe.The mannequinwithjustonelayerofflanneland denimshortsseemsreallydullandoldfashioned.Additionally,theVMselecteda pairofNikerunningshoesforthemannequin whichnotonlydoesnotrelatetothemain conceptbutalsotheyshouldntadvertise anyotherbrandsonthewindowdisplayifit isnotacollaboration.IfLevisdoesnotsell footwear,inmyopinion,theVMshouldselect aneutral,simplepairofshoesthatdon't clearlyshowtheNikelogo.

Theuseofmannequinsiscrucialinvisual marketing.Morethananyotheraspectofthe store,theplacementandoutfitofthe mannequinscommunicatetopassersbyand customersthecharacteristicsofthebrand. Mannequinsshowcasethemostrecentfashion trendsandpersuadecustomerstopurchasea specificitem.Itfacilitatesupsellingand enablestheretailertohighlightitsdistinctive collections(Doshi2016)

Twomannequinscanbeseeninthecenterof thestorewearingdenimjacketlayersandtees withLevi'slogoinside.Itisefficienthowthe centerdisplayiscoveredbytherecommended tables.Thedenimisproperlyarrangedin modelsstartingwith726,510,501,512,502,etc.

Withbillboard-stylevisualsthatdrawattentiontotheclearlydefinedzonesforjeansand T-shirts,theproductsstandoutagainstthespace'soverallneutrality.Eco-friendly plywoodisusedasadesignfeaturethroughout,servingasavisualcuetotheretailer's otherstores(Hagedon2021)

Figure8:Lev swndowdisplaySanFrancisco

Figure9:AuthorsphotographofLev'swndowdisplayinVincomThaoDien

Figure10 Author'sphotographof Lev sin-storedisplayinVncomThaoDen

Figure11:AuthorsphotographofLev sstoreinVincom ThaoDen

Copper Denim's Store Design.

MAIN Color Palette

Theentrywaywascreatedtofitinwith theneighborhood's"old"and"vintage" aestheticbyusingabackground textureofrustedmetal.Italsostands outinthealleywithitsglowingbrand logoandCoppertheHusky'sartwork. CopperDenimpreferstodisplaytheir productsdirectlytocustomersby havingadoorthatisentirelymadeof glass.

Throughthebrandnames "Copper"and"Denim,"customers mayrecognizethestore'sconcept. Thestore'smainconceptwas createdbyTuPhamusingthese aspects:darkbluedenim,various tonesofbrownwood,andreddishbrownrustedmetal.TuPham wantscustomerstopayattention tothdenimproductssincethey standout.

TuPhamchosefixedpulleysandmetalpipeto useashangerracksinsteadofnormalhanger racks,whichishighlycreativeandalso shrewdlysavesalotofspacewhenclothes arehungonthefixedpulley.Byutilizingthese materials,thebrandsidentityishighlighted, aswellasanindustrialappearancethat evokesthegoldrushera.

SameasLevi’sstores,Copperalsousesyellow lightingbutiswarmerthaninLevi’s.Customersare madetofeelateaseandcomfortablebythecozy blendofslowChristmasjazzmusic softlighting, andthearomaofcedaroil. Whileconsumerswaitforthecashiertocomplete thetransaction Copperusesthecashdeskto displayitsaccessories,whichencouragesthemto purchasemore.

ThefactthatCopper'sstoreonlyhasonefitting roomandnomirrorinitisadownside.Some introvertedclientswillbeshyiftheyhavetoleave thefittingroomwhentheywanttoseethemselves inthemirror,whichnegativelyimpactstheir decisiontobuy.

Figure12 AuthorsphotographofCopperDenim glassstorefronts

Fgure13:AuthorsphotographofCopperDenim products

Figure14:AuthorsphotographofCopperDenim accessores

Copper Denim's Visual Merchandising

window display

CopperDenimdecoratesthefrontof theirshopwithlargeexpansesofglass, likemanyotherwealthyretailersdo. Thisraisesawarenessoftheirexquisite goodsanduniquestoredesign.Infact, thelayoutandplacementofthese productswithinwindowdisplaysare moreafunctionofsciencethanart, whichisevidenceofthevalueofvisual marketing.

Withtheglassindustrybecomingmore technical,glassfacadesarebecoming moreandmorecommoninretail settings.Glassstorefrontsenablea brandtosellevenwhileitisclosed.The eye-catchingglasscagesinwhich thoselovelydisplaysshowcasing specialdealsoraspirationalliving optionsaredisplayedarecarefully placedformaximumimpact.

(GTIS2018)

re visual handise

Thevisualmerchandisingofthestorealso takesintoaccountthecostofthegoods;for instance themostexpensiveline,Legacy,is locatedatthefrontwhileUtilityandcheaper itemsarelocatedatthebacktoincreasethe sale.

TheHondamotorcycleislocatedintheexact middleoftheshop,TuPhamtoldmethathis fathergaveittohimasagift10yearsago.Tu Phamhasinfluenceoverhisfathersdenim career.Thereasonamotorcycleisbeing displayedinthemiddleofthestoreisbecause TuPhamhashaditwithhimeversinceCopper wasfounded.Heusedittogosourcingfor fabric,purchasenewmaterials,andother thingsforthebrand.Itistheheartofthestore anditremindsTuPhamofhisfamilyandthe struggleshehasfaced.

CopperDenimhasalreadybeenpreparedfor Christmas,cottonwoolisplacedunderneath garmentstoresemblesnow.Youmayseesome ofthestoresrecognizableholidaydecorations, includingChristmastrees,mistletoe,and ornaments.OnthemiddletableatCopper Denim thereisteaandgingerbreadfor customersaswell.WecanseefromthisthatTu Pham,thebrandsowner,genuinelycaresabout thethoughtsandexperiencesofhisclients.

Thestoresmerchandiseiswellorganized,anditsdesignis dividedinto3sectionsbasedonitsthreemainproduct categories:Legacy,Culture,andUtility.Whencustomersfirst enterthestore,theywillseethelatestitemsmadeofKuboro fabricfromtheLegacycollectionbeinghungonthefixed pulley.Movingoverit,selvedgedenimfromtheCulturelineis displayedonthemetalpipe,andatthefarendofthestore, nearthecashierdesk istheUtilityline.Ontheothersideofthe utility,lineisthesaleitemsfromthepreviousseason.When clothingisarrangedproperly,customerswon'tbe overwhelmedbytheselectionandcangodirectlytothe sectiontheydesire.

Figure16 AuthorsphotographofCopperDenim store

Figure15:CopperDenimswndowdisplay

Figure17 CopperDenmstore

Fgure18 TuPhamandhsdad

Figure19:AuthorsphotographofCopperDenim Christmasdecoraton

Merchandise.

LEVI'S Copper Denim

Thereweremanydifferentproduct typesandfashionsondisplayin thestore,howeverLevisVietnam mainlyfocusesonitsmaleand femalelinesanddoesnotinclude adepartmentforchildrenliketheir globalstoresdo

Men

Bricks

Themajorityofthepiecesare madeofdenim whichcomesina varietyofstylesandcolors,from darkbluetolightwashblue.Other itemslikeT-shirts,sweatshirts,and hoodiestypicallyfeaturered,white andblackcolorswhichrepresent Levi'slogo.

Women

BecausethestyleCopperDenimis currentlyfollowingdoesnotfitthe majorityofitsfemalecustomers,the companycurrentlyprimarily concentratesonmenswear According toCopper'sstaff thebrandwilllauncha womenswearcollectioninthenear futuretoreachthecustomers'demand.

Utility

Tops

Bricks

Men Utility

Culture

Legacy

Legacy

DenimShirts

GraphicT-Shirts

Bottoms

Flannels Straightand SlimfitNonselvagde

Denim

Outerwears

Bottoms

15ozRawSelvadgeDenim

17ozRawSelvadgeDenim

Outerwears

KuraboType117oz

SelvadgeRaw

DenimJacket

Accessories

Therearethreeprimaryproduct linesatCopperDenim. Utility,CultureandLegacy

Denimthathasbeenwashed byCopperUtilityissoftand versatileenoughtogowith manydifferentdailywear items.

Culture

Tops

12ozWorkDenimShirts

SelvadgeDenimShirts

LinenShirts

DenimVestbags

Bottoms

12ozSelvadgeDenim

DoublekneesDenim

Shorts

DenimJacket

Special Collab

Levi’s®Holiday

LevisstoresinVietnamlackof sustainabilitycampaign understanding theimpactsofDenimmanufacturingon theplanet,Levisglobalstoresprovidea sectionintheirstorescalledLevis secondhandwhichissellingtime-worn Levisproducts.Thisencourages customerstoreducetheamountofwaste totheenvironmentandalsofirmlyproves thatLevi'saremadetolast

UniversalMonstersx

Levi’s®

Levi’s®SilverTab™

Levi’s®Made&Crafted®

Levi’s®Cool

TheSimpsons™xLevi’s®

Levi’s®Fresh

Levi’s®EcoPerformance

ThepriceofJeansrangesfrom 1.099.000vndto5.499.000vnd,the averagepriceis2.199.000vnd.

Denimjacketsrangefrom 2.099.000to6.499.000.

OtherproductssuchasT-shirt

HooideorSweatersrangefrom 599.000vndto990000vnd

(Pricesdependonthematerialsandthe quantityofproducts)

12oz Denim Type 3Jacket

Accessories

Bags,ToteBags

Pins

DenimMasks

CopperCulture isintendedtointroduce thegeneralpublictothedenimculture. High-qualityrawselvedgedenimmade byCopperDenimgetsbetterwithage andgetsmoreattractiveanddistinctive overtime.

Thefoundersknowledgeandhis fathersexperience whichincludesallof thebrandsbestworkondenim are combinedtocreateCopperLegacy.

LinenBandana

Denim Fits

Regular Straight

OGSlim

Oversized

SlimFit

Vintage

SlimStraight

Skinny

Outerwears

Type3DenimJacket

ChoreJackets

Type2DenimJacket Accessories

Keychains

ThepriceofSelvadgeDenimpants rangesfrom1.099.000vndto 5.499000vnd

SelvadgeDenimjacketsrange from380.000vndto3.280.000vnd.

OtheraccessoriessuchasMasks, Bags Bandanarangefrom 65.000vndto880.000vnd

(Pricesdependonthematerialsandthe quantityofproducts)

LEVI'S

ByvisitingLevi'sstoresinVincomThaoDienandVincomDongKhoi andspeakingwiththestaffthere,Iunderstoodthatthestores normallyhavetwoemployeesandonedepartmentmanager,with anadditionalthreeorfouremployeesneededtomaintain operationsonbusydaysliketheweekendsorduringspecialsales likeBlackFridayortheChristmasSale.TrungatVincomThaoDien andHoangatVincomDongKhoiarebothwillingtoanswer questions,andtheysaidthatifyouwork8hoursperday,fiveorsix daysperweek,youcanexpecttomakebetween5.000.000and 6.000.000VNDpermonth.ThepersonnelatLevisarequitefriendly andhelpful.OntheotherhandwhenIcametoLevi’satCrescent Mall,thestafftherewerejuststaringatmewithoutsayinghior askingwhatIwaslookingfor.Thestaff'sattitudecreatedasenseof unwelcomingwhichmademefeeluncomfortable.Iaskedthe employeesatLevi'sCrescentMalltofindmeapairofstraightjeans, theyhandedmeapairoftaperedjeansinsteadoftheusual501 models..Themanagerhadtocomeovertogivemethe501which createdareallybadshoppingexperienceandnegativelyaffected mydecisiontomakeapurchase.

Staffing.

Good customer service is essential for the success of the store in any industry, but it is especially important for the retail industry. Retail employees are one of the fundamental building blocks of a fantastic shopping experience. Garment Racks claims that when clients talk about a satisfying clothingshopping experience, good customer service is the first thing they bring up. A good employee must be aware of the value of communication, problem solving, knowledge, and rapport (Sherman n.d).

Copper Denim

TheonlyemployeethatmanageseverythingintheCopperDenimstoreis TuPham,whoisalsothebrand'sfounder.Ilastvisitedthestoreandgotto knowTuPham.Heclaimedthatwhilehisgirlfriendwillassisthimifheistoo busytowork,heistypicallytheprimarysalesadvisor.Theenergetic, conversational,andsupportiveTuPhamexplainedtomethathedoesn't hireanystaffbecauseheenjoysinteractingwithcustomersandtakingthe timetocomprehendandremembertheirneeds.TuPhamlaunched CopperDenimaswell,sohehasadeepunderstandingofhisproductsand anenthusiasmforwhatheisdoing.TuPhampassionatelyrevealedwith methehistoryofeachuniqueproductaswellashisfamilysheirloom statusinthedenimindustry.Overall,hemademyin-storeshopping experienceenjoyable,whichaffectedmydecisiontomakeapurchase eventhoughIhadn'tpreviouslyplannedtodoso.

Additionally,theshophasauniqueemployee whowasoneofthefirstemployeesofCopper Denim,anHuskybreed,namedCopper.WhenI askedTuPhamwhyhenamedhisbrand "Copper"Denim,herespondedthatitwasa combinationoftwothingsheloves:hisdog, Copper,anddenim.Mybeliefisthathavingapet atastorenarrowsthedistancebetween employeesandcustomers,andwhencustomers caninteractwiththepetwhileshopping itmakes theexperiencemoreenjoyableandcomfortable.

StoreManager

Department Managers Visual Merchandisers

SaleAdvisors

Levi's Store Staff

Fgure22:Authorsphotograph ofCopperatthestore

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