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Introduction

2. Launching The New Engineered Jeans 2.1 Introduction The outline bellows gives an overview of the new engineered jean that Levis will be launching Product A top-end Jean in straight cut that is fits snugly and is flattering, well cut using the engineered technology Price �90 Target Segment Fashion conscious female 18-35yrs 2.2 Objectives of the Launch * Break into Womenswear Market * Re-launch Engineered technology to emphasise fit * Make consumer aware of new product * Increase sales of engineered Jeans 2.3 The Marketing mix 2.3.1 Segment The Women's market has been the by far the strongest sector in terms of increased sales since Jeans sales began to boom in 2001 (see appendix E), this trend is expected to continue into 2007 (Mintel, 2003). ...read more.

Middle

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 (www.wgsn.co.uk 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. ...read more.

Conclusion

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 ...read more.

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