Levis Dockers Marketing :: Business Marketing

Dockers Creating a Sub- chump Report1.How would you characterize Levis stigmatization system in general?Levis is a shuffle placeable in the whole wide world. There is no person who wouldnt be able to associate correctly the Name with the product. LS&Co has managed to cook something snipless, just like their classical 501 blue jeans.Although their branding message was changing slightly during the time, they kept hollow values and traditions untouched. Comfort, uniqueness, quality and horny doctor these were always the main associations with the brand. However, other features were being emphasized as time was going by. First connotations were simple jeans are tough and rugged as men who pall them. This image of a carbon% man was so far strengthened after western movies appeared. Soon jeans, and so Levis brand which in the great unwasheds mind turned to be their synonymous, became a symbol of freedom, adventure and independence. In this moment, managers of LS&Co decided to expand the brand. thus far though there where various new cloths introduced to the market 501 jeans remained their top-selling product. It was their new brand strategy to offer products for every life style, which turned to be a fiasco. Not only it didnt bring expected results, what is more, this to double diversification caused drops in sales. It was so decided to come back to the core product and its image. To strengthen the Levis position on a market, their launched a new campaign which emphasizes emotional connection between jeans and theirs owner. To wear 501 it is to be yourself they said. Company also took the advantage of heightens that started to appear according to the cultivate code at work place. In that times company accentuated 100% cotton in Levis jeans, as baby boomer who grew up were seeking for natural fibers.Now Levis brand is supposed to be seen as a style for every story again emotional impact emphasized. But as we can see, although they stressed different features in different periods of time, LS&Co maintained core values which they stuck in peoples mind quality, comfort, uniqueness and emotional impact.2. Analyze the Dockerscommunication strategy at the time of the launch. How did it fit in with Levis advertising efforts? How did it direct to brand equity?Dokers brand was introduced by Levis to contrast the change that was happening to blue jeans buyers.