Hot questions in this board:
Hot questions in other boards:
What is the reason behind the success of Levi Strauss?
THEY HAVE AN AUTHENTIC BRAND AND THEY STAY FOCUSED ON KEEPING THEIR PRODUCTS "ON BRAND". THEY CONTINUE TO UPDATE AND EVELOVE THE OFFERINGS, BUT THEY DO NOT FOLLOW EVERY DENIM TREND. THEY HAVE A CONSISTENTLY GOOD FIT THAT IS "BRAND RIGHT". THERE IS A GOOD PRICE/QUALITY VALUE.
Levis managed to keep the authenticity of the brand during the time. Everyone knows and easily identify the products. Levis started as clothing of the working class but then adapted its strategy to new opportunities and became popular through youth. The 501 model is still used everywhere in the world even if this is not a new one. Levis is like the Beatles for music, everyone listen their songs even if they are from the 60s. Levis started in 1850 and bult its reputation to become a company with over 4B sales and 10K employes. Then employes are proud to be part of this large family, they identify themselves with the brand and never blame it. You could always meet with employee happy to work there, this helps to amplify the impact of the company and keep a positive reputation too.
Levis is a brand that has positioned itself for its good value. The 4P's of marketing are alligned to show/highlight Levi's authentic US hertitage and give consumers good value. They are not fashion or trend leading, rather they stay entrenched in middle America...consumers looking for great jeans at a good price.
The comfort in the design that Levi's has, and the quality of materials they use.
I remember I read (more than 40 years ago) how Levi's started with it's noble beginnings during the gold rush. The story ended "Not everybody found gold during the rush but Levi Straus made gold" and the company is still making it now. The advertisement made by satisfied customers, with the added "status" when it's Levi's.
Reading the comments left here, it's clear that Levi Status excels at persuasion tactics convincing consumers of their special brand merits, such as "authentic," "American," and "quality." Also they maintain a price point that is affordable but profitable at the volume they are selling.