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The Marketing Strategy Employed by Levi's
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In order for a new brand to establish itself in its market and for its
products to sell successfully, thus achieving company goals and
shareholder profitability, a number of key principles concerning
consumer behaviour have to be fully grasped and addressed. As well as
producing a range of new, exciting and quality garments, the firm will
need to ensure that its products are cleverly and thoughtfully
marketed to the appropriate consumer groups.
In this report I will look at the marketing strategy employed by Levis
on their new 'Anti-Fit' style jeans, and at the importance of consumer
behaviour in deriving this strategy. I will also look at the
importance of a clear and up to date comprehension of the factors that
affect consumer behaviour, paying particular attention to the key role
that perception will play in forming consumer's attitudes towards the
new range of designer jeans. I will continue on to show how favourable
perceptions about Levis brand identity will have a positive effect in
raising consumer motivation to purchase a product from their range.
The fashion industry at this time; a time of increasing disposable
incomes and incidence of recreational shopping, is intensely
competitive. We can draw on many examples to highlight the point that;
companies who have established a strong and clear brand image, have
tended to command a larger market share than those companies who's
image is either unfavourable, for example old fashioned, or unattached
to specific and clear values. Establishing a strong and
di ...