Marketing concepts and applications

Marketing

While Levi's is an undisputed market leader and trendsetter in the U.S., it is more difficult to promote itself in the same position on the European market. More pretentious and with customers who have a larger offer to pick from, including designer jeans and designer fashion, the British market needs something different from the approach that Levi's used in the United States.

While in the U.S., Levi's has been used to positioning itself as a market leader, it will have to try and assume more of the niche role on the UK market, much more difficult and where other fashion brands, including in this area, have a longer presence and are more experienced in approaching the customer. The idea of the niche strategy would be to have a very focused marketing campaign, directed strictly at the targeted customer. For example, a campaign launched in Europe in 2003 for young women aged 19 to 25 called Levi's for Girls could function just as well on the UK market. The main advantage of such a targeted approach would be that the company's resources would also be focused on the primary objectives rather than be diffused in the market as a whole and, at the same time, it would create a potential sustainable base to expand the business further in the future.