The Marketing mix of Levi’s analyses the 4Ps of Levi’s, which includes the Product, Price, Place, and Promotion of Levi’s. Levis is a privately owned American brand that manufactures and sells Denim jeans. Launched in the year 1873, the brand has successfully captured the imagination and attention of consumers worldwide. This international company has helped develop existing markets, introduced new markets, and exploited the textile market to its advantage. The brand has become synonymous with qualitative products. Levis has spread its network to One hundred and ten countries, including over fifty-five thousand retail outlets.
Some of the company’s competitors are
- GAP Jeans
- Pepe Jeans
- Cambridge
- Lee
About Levi’s
- Type: Clothing Company
- Industry: Fashion
- Founded: May 20, 1853
- Founder: Levi Strauss
- Headquarters: Levi Strauss Plaza, United States
- Area served: Worldwide
- Key people: Martin Bridwell (Chairman) and Chip Bergh (CEO)
- Number of employees: 11,000
Table of Contents
Levi’s Product Strategy
The jeans of the Levis brand are authentic and original in terms of quality, color, and design. The styling involved classic blue jeans and comfortable apparel around the current fashions. The best quality materials are used so that the customer finds satisfaction in the products. The reason for the success of Levis jeans is mainly the satisfied consumers.
It takes nearly thirty-three steps and undergoes complicated processes in producing every piece of apparel. The products have double-stitched inner seams with five different-sized pockets to make them durable. The leather label is distinctive, and the small red tab is a mark of authentic Levis jeans. The jeans can be purchased in any size and color.
The jeans are divided further into sub-brands like Levis Strauss Signature, Dockers, and Levis. The brand has redefined the concept of jeans to designer jeans. The Dockers leans towards casual jeans, especially in the Khaki category blue jeans. The brand has also launched a feminine interpretation of the apparel. This line consists of casual pants, tops, and dresses.
The Levis-Strauss Signature ensures the latest fashion and exceptionally high-quality products like denim jeans and jackets. They have a wide range of merchandise, including the quintessential classics and premium collections. Besides jeans, the brand’s commitment includes dress pants, jeans-related pants, jackets, and accessories like wallets, sunglasses, belts, ladies’ bags, and shoes. The products are available for men, women, and children.
Levi’s, a renowned global brand, offers a diverse product mix that caters to a wide range of customers.
The product mix of Levi’s in 2023 is as follows (Source)
- Jeans: Levi’s is most famous for its jeans, which come in various fits like skinny, slim, straight, bootcut, and relaxed. They offer jeans for men, women, and children, with iconic styles like the 501 Original Fit, 511 Slim Fit, and 721 High Rise Skinny.
- Tops: The brand offers a variety of tops, including t-shirts, shirts, blouses, and sweatshirts. These are available in different styles and designs and for different genders.
- Jackets and Outerwear: Levi’s is known for its denim jackets, trucker jackets, and other types of outerwear like parkas, bomber jackets, and more.
- Accessories: The company produces a range of accessories, including belts, wallets, bags, and caps, often made with the same quality and style as their denim products.
- Footwear: Levi’s offers a selection of shoes and boots for both men and women, ranging from casual sneakers to more formal options.
- Dressier Options: Besides casual wear, Levi’s offers a range of more formal wear like chinos, trousers, and blazers.
- Sustainable Products: Levi’s has been increasingly focusing on sustainability, offering products made from recycled materials and employing more eco-friendly production processes.
- Collaborations and Limited Editions: Levi’s frequently collaborates with other brands and designers to create unique and limited-edition products, often blending their classic style with contemporary trends.
- Customization and Personalization: They offer services like custom embroidery, patches, and tailoring, allowing customers to personalize their Levi’s apparel.
- Kids’ Wear: Levi’s also caters to younger consumers with a range of clothing for children and teenagers, maintaining their classic styles in smaller sizes.
- Loungewear and Athleisure: Expanding its range, Levi’s has delved into loungewear and athleisure, offering comfortable, stylish options suitable for casual outings or staying in.
- Underwear and Socks: They have also expanded into basics like underwear and socks, emphasizing comfort and quality.
- Seasonal Collections: Levi’s often releases seasonal collections, including special fabrics, colors, and designs tailored to the season’s trends and weather conditions.
This brand-established wide-ranging product mix allows Levi’s to cater to a broad customer base, offering quality and style in every category. Their focus on durability, style, and innovation has helped them maintain a strong market presence in the apparel industry.
Levi’s Place Strategy
Levis is a global entity divided geographically into three divisions: Levi-Strauss, America, Levi-Strauss Africa, Middle East and Europe, and Levis-Strauss Asia-Pacific. The company started its business in San Francisco and later moved to other parts of the world, such as Australia, China, India, Japan, Singapore, and Sri Lanka. To make the brand introduce its product a household name, the company realized that it must make its product visible and easily accessible.
Therefore, the brand organized a well-controlled and systematized distribution channel. The first part of the scheme was establishing a factory to manufacture the goods. Later, the goods were sent to the company suppliers, wholesalers, and retailers. At last, it was dispatched to the market where consumers could easily make their purchases. As the company is famous for its apparel, its market strategy includes an exclusive distribution policy. To cover a huge market, it decided to give its franchisee to dealers and chain retailers interested in becoming a part of this outfit. Special warehouses have been hired for the safekeeping of the stocks.
Its warehouses and distribution channels are established in every country with outlets, so fast distribution can occur. The company has upgraded all its distributive centers and increased the sales channel because it wanted to move faster than its rivals in this competitive market. Levis Jeans can be purchased from any good retail outlet and the various shopping malls. The Internet has become one of the major selling options for companies. It has an official website where purchasing the product is easy, as consumers can go through the various colors and designs at their convenience. The home delivery option through this medium is also a bonus for busy consumers.
Levi’s place strategy is as follows:
- Global Retail Stores: Levi’s operates numerous branded retail stores worldwide, offering a complete brand experience and showcasing their full range of products in a controlled environment.
- Online Presence: They have a solid online presence, including an e-commerce platform that makes their products easily accessible to a global audience, often integrating digital and physical shopping experiences.
- Multi-Brand Retailers: Levi’s products are available in various multi-brand outlets and department stores, increasing their accessibility to customers who shop at these diverse retail locations.
- Selective Distribution: The company employs selective distribution strategies, ensuring its products are available in stores that match its brand image and loyal customer base.
- Geographic Expansion: Levi’s continuously explores and expands into new markets, adapting their strategies to local consumer preferences and retail landscapes.
Levi’s Pricing Strategy
Every company’s pricing and marketing strategy is essential, as the customers want the best goods at the lowest possible prices. Levis has kept a price discrimination policy for all its products available in different countries. The selling price varies in each country because of its cost in the local atmosphere and because of various political and social influences. As Levis is an established brand name, the company has fixed prices for every region.
The company does not allow flexibility in its prices to maintain its image of exclusivity. Therefore, the products are sold at the listed price already fixed by the head office. Their pricing policy is influenced not by the competitors but by other factors like cost, macostfordability, and demand for the product. The company does not compromise on its products’ quality or prices because it is confident in its loyal consumers.
Levi’s pricing strategy is a well-crafted blend of market-based and value-driven approaches, reflecting its position as a premium lifestyle brand. Here’s a breakdown:
- Premium Pricing: Levi’s often sets prices slightly higher than average market rates, reflecting the premium quality, strong brand identity, heritage, and lifestyle association. This strategy helps in maintaining the brand’s perceived value and exclusivity.
- Competitive Positioning: Levi’s remains mindful of the competitive landscape while adopting premium pricing. The pricing is calibrated to ensure they stay competitive against other lifestyle and denim brands, balancing quality and affordability.
- Psychological Pricing: Levi’s occasionally employs psychological pricing strategies, such as setting prices just below a round number (e.g., $99.99 instead of $100). This approach can make products seem more affordable, thereby encouraging purchases.
- Segmented Pricing: Recognizing the diversity in its customer base, Levi’s uses segmented pricing. For instance, they have higher-end collections with elevated pricing for fashion-forward consumers and more affordable options for budget-conscious buyers.
- Dynamic and Promotional Pricing: Levi’s adapts its pricing based on seasonal trends, product life cycles, and consumer demand. They also use promotional pricing, such as discounts and sales, to attract customers and boost sales during specific periods.
- Geographical Pricing Strategy: The brand adjusts its prices based on geographic location, considering factors like local purchasing power, market conditions, and operational costs, ensuring relevance and competitiveness in different markets.
Through this multifaceted pricing strategy and detailed marketing mix, Levi’s upholds its brand prestige while catering to a broad spectrum of customers, ensuring market competitiveness and brand desirability.
Levi’s Promotion Strategy
Levis has adopted a cool and trendy promotional strategy for marketing their products. The company has used active advertisement to increase the visibility of its products. It has gone with the concept of off-beat commercials shown on various television channels, newspapers, billboards, and fashion magazines. The company has been introducing new products at regular intervals, like the reversible jeans, that have helped them gain continuous limelight.
Levis has a comprehensive and effective strategy that includes promotional efforts with the participation of major celebrities. It has roped in Priyanka Chopra, Deepika Padukone, and Akshay Kumar as its brand ambassadors in India. In the Philippines, they have appointed six brand ambassadors of the product, including Maxine Magolona, Lauren Young, Shamcey Supsup, and Venus Raj. Levis has been using competitive advertising to promote its products.
Nowadays, brands have been going for eye-catching and innovative ideas that will leave an impact and an everlasting impression on the customer. One such ad showed Akshay Kumar opening his jeans partially in promotional activity at the ramp. This controversial ad became an instant hit while creating maximum visibility for Levi’s product marketing. The Internet has also become a good promotional ground for Levi’s products as the consumers find it easy to go through the various available portals.
Levi’s promotion strategy is as follows:
- Celebrity Endorsements and Collaborations: Levi’s leverages the influence of celebrities and fashion icons to create aspirational value, often collaborating with them for exclusive collections or ad campaigns.
- Digital and Social Media Marketing: They heavily invest in digital marketing, utilizing social media platforms and online advertising to engage with a younger, digitally-savvy audience and amplify their brand awareness and presence.
- Sustainability and Heritage Messaging: Levi’s integrates messages of sustainability and its rich heritage into its promotional campaigns, appealing to environmentally conscious consumers and those who value the brand’s long history in the fashion industry.
Some Recent Video ads and Print ads of Levi’s are:
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