Introduction Denim is more than just a cotton fabric it inspires strong opinions within the hearts of designers‚ teenagers‚ winter‚ bloggers‚ historians and about many others worldwide. From the 17th Century to the present denim has been woven‚ used and discarded‚ made into upholstery‚ pants‚ worn as symbolism of hard honest work. It has been used as the expression of angry rebellion and worn by American cowboys. The origin of denim has been a debate among historians and scholars for many decades
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countries. There is no other company with a comparable global presence in the jeans and casual pants markets. Its market-leading apparel products are sold under the Levi’s®‚ Dockers® and Levi Strauss Signature® brands. Levi’s®: Invented in 1873‚ Levi’s® jeans are the original‚ authentic jeans. They are the most successful‚ widely recognized‚ and often imitated clothing products in the history of apparel. Levi’s® jeans have captured the attention‚ imagination‚ and loyalty of generations of diverse
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501 Creative Advertising 2 Assessment 3 Levi’s 501 Jeans Contents Creative Brief Campaign Rationale 1 2-4 Production Costs 5 Production Schedule 6 Magazine advertisement concept 7 Outdoor advertisment concept 8 Newspaper advertisement 9 Levi’s Creative Brief Client Product Key Observations Advertising Objectives Advertising spiral position Consumer insight Promise Support Target audience definition Current brand equity Desired brand equity 1 Levi Strauss and Co 501 Mens range
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in 1853. It is the global leader in denim jeans in more than 110 countries in which it markets its products. The company is also one of the world’s largest branded apparel companies in which it designs and markets jeans‚ casual wear‚ and related accessories for men‚ women‚ and children under the Levi’s®‚ Dockers® San Francisco‚ and Signature by Levi Strauss & Co. ™ brands. (LS & Co. 2009) The company has realized the need of women’s only jeans stores and sees the opportunity to capitalize
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Q1.Why do consumers buy jeans? What is the buying decision based on? - Jeans were invented in 1873 by Levy Strauss. Consumers’ perceptions about jeans are following: 1. Durable and extra strong-In terms of durability Jeans are considered more durable than other fabric pants .This extra strong image attracts customers for the feel of rough and tough personality. 2. Symbol of rebellion :Blue jeans were adopted as a workers’ jeans and in the 1950 they became a symbol of rebellion when stars such
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market‚ the name is based on the idea that the average person owns 7 pairs of jeans at any given time (often referred to simply as Seven‚ Seven Jeans or 7FAM)‚ was created by two denim designers‚ Dahan and Glasser‚ who had worked in the apparel industry for years. The company was created in response to what they saw as a void in the contemporary denim market. Focusing on women’s denim lovers‚ the company’s premium jeans literally exploded onto the scene‚ quickly earning critical acclaim and an immediate
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Diesel ’s marketing strategy Overview Introduction Part I: Product I.Competitive Analysis
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true. In the first scene “Daniel the locksmith’ Jean’s character shows an immense amount of anger but also a prominent stereo-typical attitude. Based on one experience Jean has had she then proceeds to discriminate against Daniel‚ a Mexican male who comes to her house to change her door locks. While Daniel is changing the locks in Jeans
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EXECUTIVE SUMMARY I’ll Be Denim is an organic denim clothing line headquartered in Los Angeles that currently focuses exclusively on locally producing a slim fit‚ straight fit‚ and regular fit line of jeans for men and women. Founded by Elena Horowitz‚ a retail industry veteran with experiences at JCrew‚ the Gap‚ and Levi’s‚ and James Foster‚ a serial entrepreneur‚ the duo is out to bring socially conscious fashion to the masses. Currently selling online and through partnerships with a handful
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spring of 1985‚Levi Strauss & Co. (LS&Co.) was.flush with‚its success in the blue jeans market. The company’s star campaign‚ called "501 Blues‚" had recently brought new vitality to the company after several faded expansions into other apparel market segments in the earlier part of the decade. Confident in the wake of 501’s success‚ the company was contemplating its next steps when research revealed a decline in jeans purchases by LS&Co.’s core customer base of baby boomers. In short‚ the company’s
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