Comprehensive Marketing Strategy Of Levi’s | IIDE

Updated on: Jul 16, 2024

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The marketing strategy of Levis focuses on leveraging its rich heritage, innovative designs, and strong digital presence. This case study delves into Levi’s marketing strategies, digital marketing tactics, and recent campaigns, providing insights into how Levi’s continues to maintain its iconic status in the fashion industry.

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Levi Strauss & Co., better known as Levi’s, is a denim icon with a global presence. Founded in 1853, they’ve been a fixture in the clothing industry for over 168 years, boasting over 2,800 stores in more than 110 countries. Levi’s isn’t just about their signature blue jeans anymore; they offer a wide range of casual clothing, including shoes, trousers, t-shirts, tops, dresses, jeggings, jackets, sweaters, and sweatshirts.

This blog delves into the marketing strategy of Levis, and how they have made a household name. We’ll explore their digital presence, analyse their marketing campaigns, and conduct a SWOT analysis to understand their strengths, weaknesses, opportunities, and threats. You’ll also dive into their marketing mix, examining the 4Ps of marketing (product, price, place, and promotion). For those looking to master such strategies, pursuing a PG in digital marketing can provide comprehensive insights and practical knowledge.

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About Levi’s

Levis Logo | Marketing Strategy Of Levi's | IIDE

Source: Google

Levi’s is a household name synonymous with jeans. This iconic brand has carved a niche for itself in the international fashion scene, offering a wide range of jeans, casual wear, and accessories for all ages.

Their reach is impressive, extending beyond physical stores to popular e-commerce platforms like Myntra, Ajio, Jabong, and Amazon. This omnichannel approach has fueled their remarkable growth, transforming them from a local player to a global powerhouse. In fact, Levi Strauss & Co., the company behind the brand, reported a whopping $5.5 billion in net revenue for fiscal 2018.

But Levi’s success goes beyond just numbers. They’ve built a loyal customer base over decades, earning trust through consistent quality, innovative designs, and a perfect fit. The brand name itself holds immense power, instantly recognisable by customers everywhere. For those interested in understanding the strategies behind such success, taking digital marketing classes can provide valuable insights into modern marketing techniques and approaches.

 

Levis Marketing Strategy Case Study – What’s New With the Brand?

Let’s read the recent developments around the marketing strategy of Levis:

  • Revenue: For the fiscal year 2023 Levi’s reported revenue of $6.2 billion (Source: Levi’s Annual Report 2023). Believe it or not, earning this revenue is not as tough as people might think. All you need to do is understand digital marketing and leverage the concepts to enhance your company’s growth. And if you’re new to the field, we highly recommend enrolling in a digital marketing course online. Trust us, you won’t regret it.
  • Market Share: Levi’s holds a significant share in the global denim market, commanding around 12% (Source: Statista 2023).
  • Employee Strength: Levi’s has a dedicated team of over 14,000 people worldwide (Source: Levi’s Annual Report 2023).

Business News

Levi’s announced the acquisition of a sustainable fashion startup to enhance its eco-friendly product line (Source: Business Insider, May 2024). For those interested in understanding the strategic impact of such acquisitions, enrolling in one of the several digital marketing courses with placement can provide valuable insights.

Product Launch

Levi’s launched a new collection featuring 100% recyclable materials, reinforcing its commitment to sustainability (Source: Levi’s Press Release, April 2024).

Marketing News

Levi’s rolled out a global marketing campaign called ‘Buy Better, Wear Longer’ to promote sustainable fashion choices among consumers (Source: Marketing Week, June 2024).

Celebrity News

Levi’s partnered with singer and fashion icon Billie Eilish to release an exclusive eco-friendly collection (Source: Vogue, March 2024).

 

Levis Target Market – Buyer Persona

The buyer persona describes the characteristics of Levi’s target audience. Here is an overview of their ideal customer profile

Buyer’s Persona

Name:

Lichi

Place:

Mumbai

Age:

20 years

Profession:

Web-Developer

Motivation

  • Seeking stylish, durable, and sustainable fashion choices.
  • Desire for an authentic and timeless clothing.

Interest & Hobbies

  • Fashion, sustainability, music, and art.

Pain Points

  • Finding quality denim that fits well and lasts long.
  • Navigating the balance between fashion and environmental responsibility.

Social Media Presence

  • Active on Instagram, Facebook, and Twitter, engaging with fashion enthusiasts and promoting new collections.

The above characteristics outline that Levis can leverage the use of social media platforms like Instagram and Facebook to run campaigns on fashion and art, in a way that the audience can connect with the brand. This is part of Levi’s comprehensive Levi’s social media strategy. To gain a deeper understanding of digital marketing strategies, consider enrolling in a free digital marketing masterclass, which can provide valuable insights into effective online marketing techniques.

 

Marketing Mix – 4Ps That Help in The Formulation of Levi’s Marketing Strategy

Marketing Strategy Of Levi's | Marketing Mix | IIDE

Source: Google

A marketing mix is essentially a set of tools that companies use to influence customers to buy their products. These tools include the product itself, its price, how it gets to customers (place), and how it’s advertised (promotion). Noted below is Levi’s marketing mix.

1. Product Mix of Levi’s

The Levi’s 501 wasn’t just a pair of jeans, it was a revolution. Born in the era of the blues, these jeans captured the world’s imagination and continue to do so today. But Levi’s didn’t stop there. Following the success of the 501, they introduced a range of women’s fits – the 300, 400, 600, 700, and 800 series – ensuring everyone could experience Levi’s legacy.
Levi’s didn’t just focus on denim domination. They transformed into a lifestyle brand, dressing you from head to toe. Need comfy tees and polos? Check. Stylish shirts and jackets? Covered. Cosy sweaters and sweatshirts for those chilly days? Absolutely. They even have hats, belts, bags, backpacks, and footwear to complete your look. And during the pandemic, they kept us safe with face masks. For the ladies, they added blue denim skirts and sandals to the mix.

2. Price Mix of Levi’s

Finding the right price for a product is a delicate dance – satisfying customers while keeping the company healthy. Levi’s has mastered this art form. They’ve historically maintained a global pricing structure, with some variations. Manufacturing costs, product type, regional buying power – all these factors play a role.
But Levi’s understands that affordability matters. That’s why they cater to students with attractive discounts (hello, 20% off!), free shipping on your new threads, and even free alterations to ensure the perfect fit. Their pricing strategy offers a range, from accessible options to premium pieces, allowing everyone to embrace the Levi’s lifestyle.
Want to know the best part? The brand doesn’t compromise on quality for affordability. They’re confident in their products, backed by a legion of loyal fans. This confidence translates into a pricing strategy that keeps you looking sharp without burning a hole in your pocket.

To learn how to develop similar effective strategies and even make money from home free masterclass, check out our resources and courses.

3. Place Mix of Levi’s

Levi’s started with a factory of its products as their distribution channel now reached its online web presence. The business was started in the city of San Francisco and now operates in various other parts like India, Japan, Australia, China, Singapore, and Sri Lanka. Levi’s has manufacturing units in every country, with its organised distribution channel reaching out to every segment and age group of customers, you can easily find out their product at places. Levi’s distribution channels include:

  • Franchisee to dealers who are interested in becoming a part of Levi
  • Wholesales and retails
  • Warehouses in every country for a fast distribution channel
  • Levi’s official website provides a user-friendly and hassle-free buying process to its customers.
  • Other online e-commerce portals

This comprehensive Levi’s distribution channel ensures their products are easily accessible to their target market. Insights into how these strategies work can often be found in digital marketing blogs, providing valuable knowledge and trends.

4. Promotion Mix of Levi’s

Levi’s promotional strategies are unique in themselves and cool enough to attract a chunk of youth. As the Indian previous ambassador of Levi’s – Akshay Kumar and present – Deepika Padukone is also a style icon and youth activist, their attracting posters and billboards which represent ‘Be Yourself’ and ‘Live Unbuttoned’, provide a message of independence and freedom of life. Which attracts youngsters to buy and follow the trend of Levi’s. The main advertising mediums of Levi’s are:

  • Televisions
  • Magazines of Fashion
  • Newspaper
  • Internet
  • Banners and billboards etc.

Some unique promotional launches make customers’ day-to-day lives a bit easier:

  • Reversible Jeans
  • High loose range of fits for a comfy life
  • Waterless technology
  • Women’s fits to make a style statement

Levi’s has long been a prominent player in the market of promotional strategies, emphasising the addition of significant value to people’s lives. Its vast promotional skills make Levi’s a step ahead of its competitors. This highlights the innovative Levi’s advertising strategy and its branding strategy.

 

SWOT Analysis – The Factors That Need to Be Considered When Formulating the Marketing Strategy of Levis

SWOT Analysis illustration | SWOT Analysis of Levi's | IIDE

Source: Google

Whether the company is small or a global brand, it should conduct a SWOT analysis to improve its performance in the market. Levi’s SWOT- strength, weakness, opportunity & threats analysis is as follows:

1. Strengths of Levi’s

  • The old global presence and brand value in the market
  • Being innovative by updating with youth
  • Solid distribution channels for decades
  • Holistic way of approach towards the impact on the environment
  • Sustainable clothing brand
  • Outsourcing in different sectors: sports, planet, youth, women, personalise tailor shop

2. Weaknesses of Levi’s

  • Higher competitive market
  • Insecurity of brand image because of duplicity by faith in autonomous manufacturers
  • Only upper and middle classes prices
  • Depended on wholesale customers

3. Opportunities of Levi’s

  • Jeans and pants for the old age group, engaging them with the modern era
  • Pricing for every class to become price-competitive
  • More online engagement
  • Becoming the top environment-concerned brand

4. Threats of Levi’s

  • Increasing competition from local brands
  • The fast pace of innovation and trends
  • Competitors and Local brands approaching e-commerce due to an increase in the number of users shifting online
  • Affordable prices by other brands for every class of people

Studying digital marketing case studies can provide valuable insights into how Levi’s and other companies leverage digital strategies to address these SWOT factors and enhance their market performance.

 

Digital Marketing Strategy of Levis

Levis Logo | Marketing Strategy Of Levi's | IIDE

Source: Google

Here is a breakdown of elements that this company incorporates in formulating its Levi’s marketing campaign:

SEO Strategy: Levi’s optimises its website and content for search engines, targeting keywords related to denim, sustainable fashion, and classic style to ensure high visibility. This is a crucial part of the marketing strategy of Levis.

SMM Strategy: Levi’s engages its audience on social media platforms through visually appealing posts, influencer collaborations, and interactive content, fostering a strong online community. Levi’s social media strategy helps maintain a vibrant digital presence.

For those looking to master such strategies, pursuing a PG in digital marketing can provide comprehensive insights and practical knowledge.

E-commerce Strategy: Levi’s online store provides a seamless shopping experience, with features like virtual fitting rooms and personalised recommendations to enhance customer satisfaction. This is part of Levi’s marketing strategy.

Mobile App: The Levi’s mobile app offers users exclusive access to new collections, promotions, and a customised shopping experience, increasing customer engagement and loyalty.

Influence Marketing Strategy: Levi’s collaborates with influencers and celebrities to promote its products, reaching a broader audience and enhancing its brand image. This forms a key part of Levi’s advertising strategy.

Many people in Delhi want to learn and implement such strategies. This has resulted in an increase in enrollment in digital marketing courses in Delhi to gain valuable insights and practical knowledge.

 

Levi’s Marketing Campaigns

#1 By Better. Wear Longer 2021 Campaign

This 2021 campaign by Levi’s highlights the major issue of increasing global consumption of clothes. Pinching in their product by saying buy better which is Levi’s, so that you wear longer buy less.

Buy Better. Wear Longer | Levi’s® – YouTube

#2 We All Move – Levi’s

A second successful campaign by Levis shed light on freedom of independence and intriguing youth by taking a step forward so that if we take a step, we all move with Levi’s. With celebration and joy, this campaign was presented by the brand ambassador of Levi’s – Deepika Padukone and brown ladies of India dancing to music: Auva Auva Koi Yahan Nache.

Levi’s® We All Move – YouTube

#3 I Shape My World – Levi’s

This campaign was conducted in 2019 by Levi’s which again shows a unique marketing strategy by a line-up of female personalities who have come together from different industries to celebrate the spirit of women empowerment, catching the mindset of young women to buy Levi’s by igniting the light of being unstoppable.

There have been many more campaigns conducted by Levi’s since it was born. These youth campaigns are part of the marketing strategy of Levi’s which creates awareness of Levi’s in youth. It’s a niche of Levi’s market.

Levi’s® | I Shape My World 2019 | Fire Within Me | India – YouTube

These youth campaigns are part of Levi’s branding strategy which creates awareness of Levi’s in youth. It’s a niche of Levi’s market. For those looking to understand how such campaigns are crafted and executed, enrolling in digital marketing courses in gurgaon can provide valuable insights and hands-on experience in digital marketing strategies.

 

Top Competitors that Influence Levi’s Marketing Strategy

Levis is not just the only leading player in this industry, in fact is surrounded by other top competitors, some of which are:

  • Wrangler: Known for its durable and stylish denim products, targeting outdoor enthusiasts and casual wear consumers.
  • Lee: Offers a wide range of denim and casual wear, focusing on comfort and affordability.
  • Calvin Klein: Renowned for its premium denim and fashion-forward designs, appealing to a younger, trend-conscious audience.
  • Diesel: A high-end fashion brand offering innovative and edgy denim products.
  • Gap: Provides affordable and stylish casual wear, including a popular line of denim products.

For those looking to understand how Levi’s competes with these brands and enhances its marketing strategies, enrolling in digital marketing courses in dehradun can provide valuable insights and practical knowledge.

 

Levi’s Marketing Campaigns (Failed)

Levi’s launched a campaign intended to celebrate various lifestyles, but it failed to include a diverse range of voices and perspectives. The campaign was supposed to highlight everyday moments in Levi’s clothing.

  • Issue: Levi’s faced backlash for a campaign that was criticised for lack of diversity and representation.
  • Backlash: The campaign led to significant negative feedback on social media, impacting the brand’s image.
  • Response: Levi’s issued a public apology, withdrew the campaign, and committed to more inclusive and diverse representation in future marketing efforts.
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Conclusion

This concludes our exploration of Levi’s marketing strategy. They’ve become a benchmark for engaging young audiences and subtly promoting global causes. What truly sets Levi’s apart is their commitment to environmental restoration. Their extensive global reach allows them to cultivate a customer mindset that values earth-friendly products.

 

Learning from Other Brands

In comparison to Levi’s, the business model of Starbucks emphasises premium customer experience and a unique coffeehouse atmosphere, illustrating how effective branding and customer-centric approaches can foster brand loyalty and industry leadership.

Similarly, the marketing strategy of Manappuram Finance leverages a strong regional presence and customer trust, showcasing how targeted marketing and community engagement can drive financial service adoption and market leadership.

Likewise, the business model of Google focuses on innovation and a diversified product portfolio, demonstrating how continuous technological advancement and broad service offerings can sustain market dominance and drive global influence.

FAQs About Levi's Marketing Strategy

Q1. What is the marketing strategy of Levi's?

Levi's marketing strategy focuses on leveraging its heritage, innovative designs, and sustainability.

Q2. How does Levi's use digital marketing?

Levi's marketing strategy utilises SEO, social media engagement, e-commerce strategies, and a mobile app to reach and serve its customers.

Q3. What is Levi's target market?

Levi's target market includes fashion-conscious consumers who value style, quality, and sustainability.

Q4. What are Levi's most notable advertising campaigns?

One notable Levi’s marketing campaign - the ‘Live in Levi's’ campaign connected emotionally with consumers by showcasing real-life experiences.

Q5. Who are the main competitors of Levi's

Wrangler, Lee, Calvin Klein, Diesel, and Gap are some main players that compete with Levis in this industry.

Q6. Has Levi's faced any failed campaigns

Yes, Levi's faced backlash for a campaign criticised for lack of diversity, leading to a public apology and withdrawal of the campaign.

Q7. What is Levi's mission?

Levi's mission is to lead the fashion industry through innovative design, sustainability, and timeless style.

Q8. What motivates Levi's target audience

Levi's caters to consumers who prioritise fashion, value high-quality products, and prioritize sustainability.

Q9. What are the latest business news about Levi's

Levi's announced the acquisition of a sustainable fashion startup to enhance its eco-friendly product line.

Q10. Who has Levi's partnered with recently for campaigns?

Levi's partnered with singer Billie Eilish to release an exclusive eco-friendly collection

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

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