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Marketing Management Project - Xii

Levi Strauss & Co. is an American clothing company known for inventing blue jeans in 1873, and today operates over 470 stores globally selling denim jeans and other apparel. Pepe Jeans was established in 1973 in London as a market stall and has grown to a $500 million brand sold in over 100 countries, positioning itself as a premium international brand known for its casual wear styles with a London influence. The document compares the two major denim brands Levi's and Pepe Jeans on factors such as history, target markets, strengths, and competitive positioning.

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167 views5 pages

Marketing Management Project - Xii

Levi Strauss & Co. is an American clothing company known for inventing blue jeans in 1873, and today operates over 470 stores globally selling denim jeans and other apparel. Pepe Jeans was established in 1973 in London as a market stall and has grown to a $500 million brand sold in over 100 countries, positioning itself as a premium international brand known for its casual wear styles with a London influence. The document compares the two major denim brands Levi's and Pepe Jeans on factors such as history, target markets, strengths, and competitive positioning.

Uploaded by

sumit
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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MARKETING MANAGEMENT

Project
1. LEVI STRAUSS
Levi Strauss & Co. also known as LS&CO or simply Levi’s is a
privatelyheld American clothing company known worldwide
for
its Levi's brand of denim jeans. It was founded in 1873
when Levi Strauss came from Buttenheim, Bavaria, to San
Francisco, California to open a west coast branch of his
brothers' New York dry goods business. In 1873 Levi Strauss
and tailor Jacob Davis received a U.S. patent to make the
first riveted men's work pants out of denim:the first blue
jeans.

The price

range:- Denizen-

1099 to rs. 2999

Sykes- rs. 3000 to rs. 9000

Parent Company Levi’s Strauss and Co.

Category Apparel and Accessories

Sector Lifestyle and Retail

Go Forth; Levis. Original jeans. Original people; A style for every


Tagline/ Slogan story; Quality never goes out of style

USP Oldest Jeans Brand yet modern. ( curve ID, waste<less)

Segment Upper class and Upper Middle Class

Target Group People who want a blend of style and Comfort


Positioning Outgoing and stylish quality jeans

1. Strong Brand Name and popular top-of-the-mind brand

2. Expertise in Jeans Industry

3. Distribution Channels and Global Outsourcing

4. Has over 470 self operated stored globally managed by 16000+


employees
5. Levi’s marketing includes retro popular songs in its TVC ad
campaigns

Strength

1. High Pressures of Brand Protection

Weakness 2. Increasing competition means limited scope for growth

1. PEPE JEANS

Pepe Jeans London is a denim and casual wear jeans


brand thatwas established in the Portobello Road area of
London in 1973.
From its origins as a tiny market stall to more than half a
US billiondollar brand, Pepe has transformed itself into a
Jeanswear label found throughout Europe.

In 1973 it was originally just a weekend road side stall on


the Portobello Road Market located in west London
established by three brothers: Nitin Shah, Arun Shah and
Milan Shah. Nitin and his two brothers later started their
own company Sholemay Ltd trading, as Pepe Jeans. The
brand was named "Pepe", because it wasa short word that
could be written without much trouble.

Pepe Jeans was launched in India in 1989. The brand is


currently aleading player in the premium jeans and casual
wear segment, enjoying a market share of more than 25
percent.

Parent Company Pepe Jeans Incorporation

Category Apparel and accessories

Sector Lifestyle and Retail

Tagline/ Slogan Pepe Jeans London

A brand, which is really innovative, stylish changing with variety at an


affordable price. (animal prints , adults and children section, season
USP looks)

Men and women who like contemporary style of fashion with a


Segment rebellious attitude.

Target Group Young urban Men and women from the upper middle class

Pepe Jeans is a premium and international brand, which houses casual


Positioning wear with a heart of London in it.
1. Pepe Jeans is present over 100 countries and employs more than
5000 employees all over the world.

2. The brand had a different view of selling jeans and was against
hanging them and even fought with the retailers to change this
fashion, which was a big hit.

3. The brand has entered the elite segment of the top four denim
producers in the world.

4. The brand has signed international celebrity brand ambassadors


Strength which enhances the brand equity.

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