Levi Jeans

1. ) In the family 1873, when Levi Strauss first invested dungarees, its show market was comprised merely of individuals who needed to wear durable, extra strong pants when seeking gold. The marking market and the marketing techniques changed in many ways over the existence of the label. Instead of people wanting just wanting a comfortable jean when working they began to want something stylish and that celebrated the history of the product. For todays market for jeans I would prat the male and female demographic from ages 16-24.It said in the case that males and females from ages 20-30 could not recognize the GWG brand and i believe that a new jean with flare and teenage appeal can do really well in the market. For this market segment I would focus my effort on making my jeans Fashion forward, proper fit, cool and the image of the brand. I chose this target market because the clothing market itself is universe dominated by these young individuals looking for the next hip tren d.I believe that these teens arouse the qualification to make their parents demoralize these products because they may become habitual with the acquisition of the coolest jeans. By appealing to the market as a new hip jean you can price jeans for a higher price than the original jeans. I believe that the older demographic 40+ may already be loyal to a particular brand of jeans but the young adult demographic has not been tapped and the ability for growth is massive. 2) I believe for this target market the largest competition is higher class brands mentioned in the case such as Guess and Calvin Klein.These brands appeal to the younger demographic and are known as the popular and premium brand of jean. These are the immediate competitor because young adults see movie stars on TV wearing these popular jeans and believe that is they buy these jeans they can emulate there favorite athletes or actors. By gaining access and being known as a stylish and premium brand of jean the new li ne will appeal to the target market of 16-24. 3. ) The GWG brand has a limited target market and does not represent a precise big market share of the industry.The GWG brand has a fairly simple and traditional value proposition this benefits the brand because the GWG jeans are remembered as an iconic symbol of the quintessential everymans working jeans and as apioneer in the jeansindustry. The favourable points of theGWG brand are specific qualities that are valued by consumers. The brand enjoys a long-standing reputation as one of the very first to enter the industry. These are customers that are loyal to the brand and can rely n the quality and comfort of the jeans, GWG is valued by the comfort, durability and the circumstance that customers can rely on brand. These points of parity have come about because GWG is known as the working mens jean with the older demographic (40+) can always rely on GWG as producing a quality pair of jeans that they can go back to. As one 44 year old m ale said GWGs are rough, rugged and a good fit. Theyre are not fashionable, but can take more washings and stand up longer before tearing apart at the seams. . This quote epitomizes what a GWG jean represents and this is the reason they still have favourable points of value. I think compare them to a company such as Carharrt can benefit the brand. Both brands are known for being clothing that is used by the working man. I think that the resonating focus of GWG is that it is a brand that was around for both world wars and is a product that can be recognized for its comfort and its ability to appeal to the working man. 4. I believe that the most appropriate distribution channel for the new type of jeans is to market it through boutiques in malls and other popular retail chains. If the young adult demographic can recognize these jeans while in the retailers this will draw the individuals to the product. I think with the resonating focus of being a reliable brand, parents will recogni ze the brand of Levi and will support the kids more if they decided to buy a product this new product because they have notion that this pair of jeans arent just stylish but also can be reliable and long lasting.