Shift to ultra-baggy and non-tapered loose brands that were being delivered by other brands and this had created a perception amongst the youth that Levi’s jeans were too tight and suited the middle aged consumer (Hajdini, 2010, pp. In the initial stages the company had been able to create a rebellious outlook amongst the youth changing the traditional clothing behaviour but it failed to remain at par with the cultural changes in the industry in which it operates (Allen, 2006, pp. The major elements of global influence that affected its business operations the most was the changing cultural trend, growing competition in the jeans industry and failure to be aligned with the actual demand of the target market (Hitt, Duane and Hoskisson, 2012, pp. As per PESTEL analysis, the major factors of concern for Levi’s brand were socio-cultural trends and the economic factor that kept it away from capturing the untapped market of the minority segment (Henry, 2011, pp. In order to be sustainable in the market the company had Had decided to segment the target market into three areas and launched products for those three different segments such as regular guys and girls, urban farmers and extreme sports (Porter, 2008, pp. In 1999, Levi’s took an effective marketing strategy by launching non-denim jeans Sta-Prest. It promoted a new ad campaign in television that contained a furry animal called Flat Eric (Sadler, 2003, pp. In order to replace its old fashioned brand 501 it had launched engineered jeans that were designed with Five-pocket style. It further introduced a new collection of jeans that were known as Mobile Zip Off Pant. In addition, for their older consumers who had passed their teenage years Levi’s had launched Dockers Recode which could be best described as smart-Casual (Buckley, 2002, pp.These products were launched at a premium price and even to further counter the competition, Levi’s expanded it’s started its first store that was known as Cinch. This store did not comprise of any mainstream products of Levi’s brand but consisted of Vintage Clothing, Red Collection, etc (Tielmann, 2010, pp. The company had undertaken an effective advertisement campaign where it had started sponsoring events such as bands, concerts, and musicians so as to be associated with the youth generation. The company launched worn jeans mainly for the age group of 15 to 25 years (Pringle, 2008, pp. This product introduced 3D appearance with a two-tone spray
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