The number of 15-24 year olds in Britain has already increased dramatically and is expected to grow by around 7% by 2007 (Mintel, 2003 See Appendix D).
At present Levi’s do not have our having problems reaching the younger female customer (Foster, 03/2004). If Levi’s can break into this market it will generate a significant increase in sales.
2.3.2 Product
In a recent poll on hanbag.com the ”Denim Diva” look, Jeans teamed with a sexy top and high heels, was voted the most popular by the women who voted (, 10/11/04). Topshop’s brand director Jane Shepherdson says:
“today, the consumer is less brand driven. Attracting customers is all about having a really good fitting Jean” (Drapers Record, 6/3/04)
Levis can use the engineered technology as a basis to promote a Jean that is a perfect fit.
2.3.3 Price
By placing this product at the top end of their price bracket, Levi’s will add perceived value to the new jeans, emphasising the benefits of this product.
2.3.4 Period
Denim has been widely predicted to be a strong trend in Spring/Summer 2005 (Drapers, 27/7/04) . Levi’s should launch the new product in the middle of this season, as the look is taking off, ensuring that the date is not to close to the launch of a new range of Jeans from Calvin Klein, also to be launched in this season ( 27/8/2004)
2.3.5 Promotion
With the exception of some recent Printed Adverts, Levis have not advertised an women-specific product since 1996 (Foster, 03/2004). Levi’s are not currently attracting the target segment for this new product, so it will be important to produce a strong promotional campaign that makes the consumer aware of how the engineered Jeans have developed.
“Younger Consumers are definitely influenced by the presence of celebrities” (Mintel, 04/03)
Celebrity endorsement is a strategy that has worked for Gap (, 31/10/04). Levi’s have previously worked with Beyonce Knowles (, 19/11/04). Working with Beyonce again to create both printed and television will be beneficial as she is perceived as stylish and is a popular personality amongst the target segment and associating her with the campaign will give it a high profile and should generate some free advertising in the press.
As these Jeans are aimed at young women it is important to get them into popular magazines. Levi’s should hold a press day in advance of the Jeans being launched and make samples available to fashion editors so that the Jeans are being promoted in magazine when they are in the shops.
2.3.6 Placement
The Jeans should be sold through Levi’s own stores and their franchisees in other shops. Due to an increasingly time-poor population (Mintel, 04/03) The Jeans should also be readily available through mail-order and internet sites.
2.3.7 Physical
Levis have already created an atmosphere that appeals to the younger consumer in store, this should be reviewed before the launch to ensure that it is in line with current cultural trends.
2.3.8 Process
The first section of the report discussed how Levi’s have invested in their production process. It will be important to take advantage of this so that if sales do take off in a big way, the company are able to restock quickly while the Jeans are still in people minds in light of the promotional campaign.
2.3.9 People
Employees who work in shops should be given training in understanding the engineered technology, so that they can explain to consumers why the new Jeans will fit well.
Word Count: 701
