In order to capture all kinds of levels consumer groups, Levi’s take multi-brand product strategy for their main strategy in their worldwide markets. Levi’s classifies the vast array of goods consumers on their basis of shopping habits. They distinguish among convenience, specialty, and unsought goods. As, Levi’s deals with apparel clothing which can be categorized as shopping good as consumer characteristically compares on such bases as suitability, quality, price, and style.
In their international markets, Levi’s try to make their brand image more local, which means add the local elements into their design. After all, different market has their own characteristics.
The other product strategy that Levi’s adopt is vertically integrated, which means it has owned factories for every level of production for the jeans. So in this case, they can easily control their supply chain.
More and more competitive price
As Levi’s has different products ranges for different segments the pricing strategy of Levi’s can be called as both penetrative as well as market growth pricing. In the past 20 years, with a dramatically increase of the fast consume clothing brands, Levi’s are facing a more competitive situation than ever before in the market. Even in their international market, their product are getting cheaper and cheaper.
Marketing channels are sets of independent organizations involved in the process of making a product or service available for use or consumption. Nowadays, Levi’s has owned thousands of factory outlet stores all over the world. Occupying a space of more than one million square feet, the stores chain network offers over 3000 shades and designs of Levi’s fabric. The stores present world-class experience to discerning customers through well-designed and well-maintained interiors, attractive displays, super assortments , spacious movements, and well trained sales persons.
Levi’s overall distribution strategy is to “sell relevant products at the right price in the places where people shop”
Levi’s has expanded its distribution channels and product ranges in order to reach more consumer segments. Levi’s has revitalized its retail relationships. They chose to collaborate with Wal-Mart, Macy’s, Sears, Kohl’s and so on. Levi’s used their strength in retail area to increase their sales and influence.
Declining sales forced Levi’s into a major re-think culminating in a new strategy in which both product and advertising innovation are now challenging creative boundaries and evolving hand-in-hand. Even Levi’s advertising, much of which