Positioning Statement –
Mostly Levi’s targets its market among the Upper Class, Upper Middle class, who are having a
good income and can afford to buy a costly prestige brand and also developing countries’ people
with high income are willing to buy luxury and branded goods.
the main competitors of Levi’s are Calvin Klein, Gap, and Tommy Hilfiger and there are many
others such as J Brand, Next, Lee, Armani and etc…
For adolescents and youngster adults, who want to casual attire, engineers jeans by Levi,s
provide a unique fit and functional status, unlike other competitors.
capturing the imagination and loyalty of people for generation, Levi’s unique promise is to the
customers are focus on shape, not the size.
Go Forth “real to work” that will empower and inspire workers and the demand of customer is
clothes fit their body and Levi’s do the needful that’s where the customers believe in Levi’s.
Positioning / Perceptual Map –
Denim Specialist
Levi’s J Brand
Tommy Hilfiger
Trend leads Lee Classic designs
Armani
CK Gap
Next
Multiple creations
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The Levi’s brand jeans have become the most popular in the world – capturing the
imagination and loyalty of people for generation.
The Levi’s denim is the most popular brand in the younger generation. The other brands
of Levi’s are also popular and due to which the brand Levi’s Strauss has a strong customer recall
thereby increasing its sales.
Levi’s also follows these rules to segment their market. The company makes clothes for
men, women, babies, young girl, boy. Thus, everyone is the potential customer for Levi’s.
Gender:
Levis has a lot product for Men and Women from bottom products (Jeans, Shorts) to
top products (T-shirt, shirts…). Especially, women have more alternative with Levis
Curve ID. Furthermore, Levi’s provides a lot of accessories to satisfy customer demand.
The Levi’s brand:
It was known as classic American style and effortless cool. The success of this brand is
the range of leading jeanswear and accessories that appear in more than 110 countries,
allowing individuals around the world to express their personal style.
Levis Curve ID: focus on shape of women, not her size.
Levis introduced Go Forth “real to work” that will empower and inspire workers
everywhere.
Target market
Base on the market segmentation, Levi’s has identified its market-segment
opportunities, Levis decide market targeting. The factors that this firm pays attention are
the attractive segment such as size, growth, and profitability. Objective and resources
segmentations are also important factors. Mostly Levi’s targets its market among the
following classes:
Upper Class
People who belong to this class, the price factor are not important for them. In other
words, they pay attention to the prestige of brand, and design, style of the products. In
this class, Levis focus on age range and both genders
Picture: Luxury Levis bags
Upper Middle Class
People in this class should be targeted because they have good income and they have
afforded to buy costly product. Sometime, almost potential customers are from this
class. The features of this class are good education, professional, executives and
businesses. Hence, it is difficult to satisfy them.
Target on Market specialization:
Levis sees that, the demand of customer is clothes fit their body. Thus, the company
designed the Levi’s Curve ID brand to satisfy their customer.
Target on Developing Countries
In some developing countries like China, Thailand, Vietnam, etc, people with high
income are willing to buy luxury and branded goods, even though they have to pay a
large amount of money. Almost people want to be appreciated throughout their
clothing and accessories. So that, Levis should pay attention for new trends.
Positioning
Positioning is the act of designing the company’s offering and image to occupy a
distinctive place in the mind of the target market. (Philip Kotler, 2003)
Positioning differs between countries, market segmentations. For example, in Americas
and much of Europe the emphasize in on jeans as casual attire. In contrast, Pakistanis
wears indicate to the social fashion awareness and high status.
For adolescents and youngster adults, who want to casual attire, engineers jeans by
Levis provide a unique fit and functional status, unlike other competitors.
Competitive Analysis
Phillip Kotler suggested that competitors are companies that satisfy the same customer
need. In this case,
