AdvertisingLevi Type 1 Jeans
1) Introduction to the brand and a brief description. Who makes the product? Why is it successful? What message is the manufacturer trying to communicate to the target audience?
“Levi Strauss was a visionary businessman who believed in simple and enduring ideas, such as quality and integrity.” In 1853 Levi Strauss arrived on the shores of booming San Francisco and founded a company which would later become one of the worlds leading branded organisations, marketing its products in more than one hundred companies world wide. Since its founding Levi Strauss has sold more than 3.5 billion pairs of jeans and was described by Times magazines millennium issue as the best fashion of the 20th Century beating out the mini skirt and the little black dress.
The company’s pivotal moment came when the idea of putting rivets at the points of strain on the pants, such as on the pocket corner and at the base of the button fly. Once the patent was in place the product was brought to life through mass production. Within time all working men were buying the innovative new pants and spreading the word of its unrivalled durability.
Phil Marineau was the president and chief executive officer of Levi Strauss & Co was quoted as saying,
“Levi Jeans have been virtually worn by everyone, from the cowboys who forged the American West to the young people who tore down the Berlin Wall. Generations of people have worn Levis as a symbol of freedom, individuality and fun. This is why the brand has stood the test of time and is so appealing to today to consumers of all ages in more that 100 countries world wide.”
Originality is at the core of Levi Strauss. A pioneering spirit that started with the invention of blue jeans and permeates through the business. This year Levi Strauss has inspired a new denim line of clothing, Levi Type1 Jeans, which is the particular product covered in this report.
Although time has passed and needs have changed the essence of Levi Jeans has remained the same. Grounded in the past but re–invented, this new innovation demonstrates the boldness, the strength and the true iconic style, which still lives on in Levis. Type1 Jeans are designed for the determined and uncompromising person, the new pioneers.
After 150 years in business, Levi Type1 jeans are a celebration of the rich heritage, amplifying everything that makes Levis bolder and stronger. Echoing and intensifying the iconic trade marks that have become synonymous with Levi Jeans: the deep indigo colouring, exaggerated button, striking rivets, brighter stitching and enlarged button loops.
“Levi Type1 Jeans are sexy and streetwise, this is a radical new take on a timeless style.” (Type1 website)
Branding and Levi Strauss
Branding is about making choices, helping you protect who you are or more importantly who you want to be. So brands are just a way of short cutting your, not only decision making, but also helping you define your identity.” (Chris Nhurko brand expert). Levi Jeans has two particular trademarks, which are [next page]