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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.
The company should also adopt a differentiated approach compared to both other direct competitors (generally other jeans brands) and its approach on the U.S. market. The idea would be to use a strong promotional campaign so as to create the idea of a differentiated approach. For example, a campaign with famous classical characters could properly induce the idea that Levi's is a classical brand, different from the other types of jeans. It would also allow the company to position itself at the high-end segment in terms of price.
Bibliography
1. Tagliabue, John. September 2003. 2 Sexes Separated by a Common Levi's. The New York Times.
2. Business: The Company File European job cuts for Levi's. BBC News. September 1998. On the Internet at http://news.bbc.co.uk/2/hi/business/182996.stm.Last retrieved on December 29, 2008
Tagliabue, John. September 2003. 2 Sexes Separated by a Common Levi's. The New York Times.
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