Advertising- premium denim brands (major players)

4. Limited Editions: Levi’s uses limited edition collections  as a marketing strategy  to  target young generations with the newts trends:

1. “Black is Black”:
2. Special Prints

• Levi’s offers a contemporary update to the 501 with this Graphic series collection alongside the traditional Levi’s Vintage Collection. Four different styles inspired by the 80’s video games each feature a different printed weft which is revealed when the denim is cuffed

5. Sponsorship

• Levi’s® OnesToWatch is for a series of shows at London’s Hoxton Bar and Grill and also Cargo. Each  night has  as a handpicked artist who represent the best in new and emerging talent from a dynamic musical spectrum.

6. Product placement

• Constant appearance of Levi’s products on movies and TV shows such as:

1. Dr. Who
2. Lost;
3. New Moon (the cast used their own clothes most of the times);

• If not too obvious such as above cases it has low counterargument, it is important for Levi’s survivor among the young generations, since Hollywood and TV are main agents of socialisation.

3. Diesel

1. Background

• Diesel S.P.A is an innovative international design company that was born more than 20 years ago, manufacturing jeans and casual clothing as well as accessories.  
• Diesel offers a dynamic and imaginative line for people who follow their own independent path in life, allow them to express their individuality by the way they dress. ()
• Jeans come with a variety of colour and styles, and  most importantly,  making  diesel logo visible, which represents the company inside and outside the stores, can be remembered  by customers and can also be a way of representing or expressing the user’s life style to the environment around him/her:

2. Slogan

1. Illustrates the identity and philosophy of the brand;
2. The head of a Mohican accompanied by the slogan” Only the brave” reflects the rebellion spirit and uniqueness.

()

3. Positioning/ Values/ target market

1. Position:

• The prices for a pair of jeans vary from  £70 to £120 , positioning the product in an upper- middle class market.
• Diesel jeans positioned itself as an innovative product that offers a more pleasant life;
• Diesel is number two in Europe after the American jeans giant Levi’s. Its goals are to become no one. (Market line/ diesel share).

2. Brand image:

• A brand that represents freedom and offers a successful life style to anyone interested to wear their products;
• A  key factor in the buying of jeans particular among the younger age groups.

3. Target:

• 16 to 30 years old age group, which are more connect with the idea of being fashionable, more adventurous and trying to have their own life and dressing styles;
• Diesel offers, the opportunity for each customer to have a successful living by introducing constant innovative styles and shapes in the jeans category;
• The 45 to 54 years old age group is predicted to be the growth area in jeans over the next five years.

4. Creative strategy:

1. Outlet:

• Shop windows displays are very extravagant, creating a massive impact in the passing by customer and indirectly inviting them to visit the store inside.

2. Unique selling proposition:

• The jeans line is very creative, offering as a unique element, instead of number, Diesel has different names for each pair of jeans, appealing to different segments;

Although is an Italian brand, Diesel introduced this line of different product names in order to be perceived as a global brand and therefore attract many markets around the world.  

5. Media strategy

1. Above the line promotional activities such:

• TV advertisement, cinema, radio and the internet web site

2. Below the line promotion:

• strong personal sales, mobile phone messages of ads and events info, sponsoring activities and events and given coupons that can be redeemed later

3. Diesel tends to be highly creative on visual impact.  The  below Diesel ad campaign is full of playfulness and at the same time sex appeal:

• Diesel also touches on controversial subjects like obesity, aging, violence and religion;
• The style was also evident in other forms of communication; great attention was given to product placement among actors, musicians and celebrities. Although Diesel never paid the stars and almost never gave away the products to them:

1. E.g. celebrity player Shaquelle O’neil . The celebrity is associated with bravery  and  because of the tattoo showing the words Diesel, the brand becomes associated with what the player represents.

4. :

• The site contained information about Diesel clothing collections and its licenses, a complete archive of its advertising, extensive coverage of D-Diesel’s seasonal fashion shows and a virtual store.

5. Sponsorship:

• D.U.M (Diesel united music contest) and it is promoted on an additional website called cult.diesel.com;
• D.U.M unites musicians and music fans through an extensive series of on and adds off-line initiatives;
• On these events Diesel basically endorses young creativity by sponsoring the youth market, which is the company target market, getting in return a massive credibility to the brand, a loyal target group that help to spread the word Diesel through different markets. ()

4. Lee

1. Market background

Company history stretches back well over 100 years and it has roots in 19th century. Lee was founded in 1889 by Henry David Lee, originally as a fine goods company. One of the reasons for a such a move on behave of  Lee was fact that he was displeased with the quality of imported work wear and decided to do it by his own merits. Nevertheless company become well known two years later by creation of “Union All” a one piece work suit that proved to be popular amongst workers across the country.  One of the most important innovations that Lee brought to world is zip fly. Today Lee company has its headquarters in Kansas and employs over 400 people across the US. As well as America you can buy Lee jeans in over 80 countries around the world..

2.  Positioning

Values and Message

• Company takes pride in the fact that Lee jeans where the jeans that workers used to wear when modernising the country” The jeans that build America “is a common theme in company advertising campaigns. Liz Cahill, the vice president of Lee parent company Lee National stated that national denim day is one of the things that they are really proud about and value highly. This strategy relates to increasing social responsibility of company.

 Lee Jeans brand use slogans such as:

• “Behind The Scenes Since 1889”
• “The jeans that built America”

Effective in encouraging the customer to continue to purchase jeans based on the brand main value: history, identity and origins (original American values)

3. Target market

• While company target all family it recently switched their focus towards women. Accordingly to Liz Cahill, the vice president of Lee Jeans' parent company VF Corp “Over the years we realized that the female consumer was a linchpin in the success of the brand. While we make products for all parts of the family, she is really the key buyer for the family “ ( source:  . )   

• Campaign aims to increase usage amongst 24- 49 year-old women by use of Lee denim day. In addition it launched a new brand under the umbrella of Lee which was focused on women trying to find the perfect fit.

4. Media Strategy

Lee company has started to adopt emerging media such as social networks and blogs. Company has set up its own YouTube channel through which is trying to create a stronger bond with its customers. Lee realised that by use of internet WOM has significantly grown in importance and it reach  therefore company aims to talk on a personal level with it consumers via the Web site, Facebook and Twitter. Lee is hoping to become part of it consumer community listening to their views closely. It aims to develop a long term relationship with them. Lee as a global brand has to quickly understanding the extent of what a blogger can mean to their business.

.

1.  Competitions:

Company has opened a competition “Make History” in which everyone can participate by use of words and photos. The best work will be awarded with 25.000 Euros. This kind of promotional campaign – competition helps to create a buzz amongst young creative people.  

2. New website design allows better communication of the products and invites costumer to participate and interact more online.

5. Creative Strategy

National Denim Day

National Denim day has received even a wide support from well known celebrity Christina Applegate. In 2009 she has became the official ambassador of Lee National day. In 13 Years of its existence Lee has raised over $75 million for the fight against breast cancer.  

Christina Applegate Joins Lee Jeans for National Denim Day: October 2

This creative strategy is using celebrity to improve brand image among targeted market in this case women between ages of 24-49. Christina proves to be just the right choice in driving traffic and positive perception of brand. This strategy helped to create Lee brand as a socially responsible business. In fact back tracking studies state that 60% of women have an increased liking of Lee and 33% have admitted that they are more likely to carry on that favourable impression towards purchase behaviour based on its sponsorship of Lee National Denim Day. In addition women exposed to sponsorship idea are viewing Lee as a fashionable brand.

This campaign has created an emotional connection on which is it is hard to put a price on what this connection means to the brand..

Lee 2009 Ad campaign  

Lee incorporated everything here needed to show company in a new light .  This advertisement can be influential in various market segments. Some of it elements can resemble skateboarding, apple, being cool especially being you. In addition you can relate to sex appeal which is commonly used in jeans industry.

Putting on Lee Jeans Will Give You An Orgasm...And A Seahorse Ride- Sexual  Appeal

In order to get more buzz from national denim day DDB Chicago an advertising agency created a cute short video in which a woman is a state of pleasant shock at what she feels and experiences when she puts on a pair of Lee jeans.

This advertisement represents a strong advertising strategy which is based on emotions.  By creating a friendly and joy ride consumers tend to considered advert to have a dose of fun in trying to create a differed experience for a consumer trying jeans.  That can create a good feeling about finding a right size for your well fitted pairs of jeans. Advertisers are well aware of fact that in order to find your perfect jeans it usually takes a lot of time and effort.

Free Publicity

After President Barack Obama’s first pitch at a All-Star Game buzz was generated regarding what president was wearing. A lot of comments were concerned with ill fitted jeans that head of state included as a part of his apparel. Taking advantage of Buzz Company has written a press add as an open letter to president.  

5. Pepe Jeans

1. Background

Pepe Jeans is pretty new and innovative company which was established in 1973. Now company expanded across the world operating in nearly all continents. By the time company was establishes it expanded its product portfolio as well, know company manufactures denim products, clothes, outerwear and accessories ()

Pepe Jeans very much focusing on innovation and intensively follows fashion changes across the globe. Pepe is a premium international brand from London offering fashionable, stylish, trendy and fashionable jeans and casual wear. Creativity is the priority in the company as they understand how important it is in today’s fast moving world to stand out of the crowd..

1. Today jeans are a type of clothes that nearly everyone possesses at least one pair. Knowing this Pepe Jeans try to suit all different needs offering different jeans designs.

2. The badge of the jeans is always located at the back of the denim to stand out and make the brand logo visible. And brand logo does stand out comparing with others due to the unique font face that reminds the hand writing.
3. In spite very competitive environment where Pepe Jeans are competing, still company manages to increase its market share (minte.com, 2007) year by year.

1. Companies positioning, values and target market

• As positioning is the key strategic framework for Pepe jeans brand-based communications (Fill C. 2009, p. 294). Company is focusing on pull-positioning strategy meaning that the messages brand carries are directed exactly to the end-user consumer. Pepe brand is trying to stand out as young and fashionable brand but selling not only to young people but to everyone who feels young inside their hearts. As many competitors in the market mostly centres on the ‘western-America-cool’ type of denim. Pepe trying to show to the customers, that denim clothes can be more elegant and can be worn on special occasions as well.
• Company works with young artist to create their communication campaigns, as it is one of the positioning statements. It encourages young people to come together and share their various ideas with others and look in future with enthusiastic point of view “we continue down life path to see what gets thrown at us next” ().
• “Over the last 35 years Pepe has continued with maverick photographers, directors and talent and has had the pleasure of watching some of them grow into who they         are today.”

Pepejeans.com/company

• Pepe is a premium brand with mass appeal. It focuses on two major segments – youth (18 to 25+) and kids (8 to 16) and it is one of the major segments on the high street.

 

2. Media and creative strategy

It would not to be wrong to state that Pepe Jeans works on 360 degree-approach to the marketing communication strategy, as it involves above-the-line and below-the-line communication activities (billboards, TV ads, print advertising and of course promotions, in-store fashion shows etc.).

1. Above-the-line strategies

TV advertising

According to Mintel Pepe Jeans invest heavily on TV advertising (Mintel, 2007). For this year autumn/winter collection, company launched new campaign for both kind wear and men’s/ladies wear.

Posters/ Prints

1. Following with the TV advertising, company successfully launched matching pictures for posters as well as print advertising. Pepe Jeans usually place their printed ads in upper market magazines such as Vogue, Red, Grazia for ladies and FHM or Men’s Health for targeted men.

2. Company heavily invest into above the line advertising. Last season Pepe Jeans used celebrity endorsement strategy to attract more consumers.
   Pepe Jeans believes that in order to be strong player it is important to connect with customer emotionally. That was a main reason to introduce celebrity endorsement strategy to their communication strategies. For this reason Christiano Ronaldo – striker and international youth icon was chosen as the face of Pepe Jeans last year, to help the target audience to relate to the brand clearly.

3. Andy Warhol’s works was used in one of the current Pepe Jens campaigns. Bringing together A. Warhol’s timeless works with Pepe Jeans’s brand, the collection embraces artists’ sophisticated sense of design across the range of men’s and ladies apparel. That again helps to emphasise what kind of customer buys Pepe Jeans garments []

Bellow-the-line advertising

1. For Pepe Jeans it is important not only to attract new customer but also maintain the existing ones. Promotions, in-store fashion shows etc. helps to maintain the brand’s loyalty.
2. But today it is not enough. One of the strategy is new way of keeping in touch with people and maybe encouraging to buy the brand is the blogging. It is efficiently used by many retailers especially with clothing brands.  The idea of blogging is to share information and ideas. Pepe Jeans’s blogging Internet site is called “Fresh Air” and it is focusing on encouragement to share the ideas and thoughts with other people around. Blogging creates an opportunity to look closer that is interesting for targeted audience and this way all communication strategies can be altered take into consideration those facts.

6. Conclusion

• Premium brands need to create more space between themselves and the high street. They have been attacked by designer brands doing great fits and great washes, by the high street and own labels. However these brands have fantastic heritage, which means they have the opportunity to recover their positions.
• Premium jeans brands (Diesel, Levi’s, lee and Pepe Jeans) aim at the repetition of reminding consumers of the positive experience with their  and  create new ones. The purpose of the brands ads it is mainly to communicate company’s values. The brands strategy of using stereotyped  male/female models who are young and edgy (who have tattoos, etc.) of young people on their ads help to link the products with an younger audience. These target is status driven and  it  is willing to pay a bit more for a pair of fashionable jeans so that they are perceived as unique. The effective communication from the ads is very emotional and  is designed to appeal to the particular audience targeted.
• These brands created an apparel line perfect for individual people who follow their own unique path in life. The companies mission statement range from “stand up as younger passion brand” to “being original and courage [uniqueness and edge]” influencing a message that being unique is dressing these brands.
• In the competitive environment it is especially important precisely to know who the targeted consumer is. At the present situation it is not enough to know the main preferences but also it is important to look deeper inside consumer’s mind and see what is perceived to be trendy.
• Market has changed. It is not enough to just have great product any more. The brands need to get lots of marketing support. The brands that are able to deliver a good message will be the ones that hold on to their market position. The brands should be doing a 360-degree marketing communication approach and appealing to different consumers but with same attitudes towards life.
• This report is only an  analysis of the premium jeans brands advertising campaigns.   Ad expenditures  will be include on the presentation.  Further recommendation will be include  in the presentation due in two weeks time.  Recommendation vary between advertising campaigns and  how to stay competitive.

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