Brand Identity and Elements of Levi’s.
Most individuals choose comfort above style. For some, fashion takes precedence over comfort. However, each characteristic is equally essential for a wide range of persons. Those people choose certain brands from which to shop. Levi’s, most known for its characteristic jeans, is ideal for finding apparel and other accessories such as wallets and belts. Today, we’ll look at a specific brand and do in-depth research and analysis of its brand identity.
What is Levi’s true identity?
Build strong brand trademarks when patents expire. From 1873 through 1890, Levi’s had exclusive rights to manufacture “a pair of pantaloons with pocket apertures attached at each edge by rivets.” At the time, jeans weren’t even named “jeans”—they were “waist overalls”. They would also not be explicitly associated with Levi’s brand until 1928 when the firm legally patented its name. Previously, Levi’s famed jeans brand name was “Two Horse”.
Celebrity endorsements are crucial. During World War II, the United States government recognized “dungarees” as “staple labour wear” for the war effort, giving jeans a considerable boost. For the first time, Levi’s jeans were supplied internationally as casual wear to US military installations, ushering in the age of jeans as leisurewear rather than workwear.
When James Dean wore jeans in the film Rebel Without a Cause, he cemented the ‘relationship’ between jeans and rebellion. On the other hand, Dean favoured traditional straight-leg Lee 101Z Rider jeans, which he actively supported.
“All American” is an excellent branding concept. As Levi’s embraced its status as the nation’s rebels’ source of casual clothes, the company leaned into its all-American appeal. In the 1990s, the company made Levi’s only outsourced manufacturing to underdeveloped countries and all of its clothing in the USA.
Levi’s brand evolution is nearly monotonous. Levi’s began as a west coast corporation servicing American Dream seekers, then switched from workwear to casual attire for a new generation of American rebels. Levi’s all-American brand looked almost inevitable in the 1970s, and all Levi’s needed to do was highlight aspects of their character that had formed naturally over decades.
Levi’s did an excellent job of transferring their 1950s bad boy concept to other stories of American insurrection. Brad Pitt’s 1990 Levi’s commercial depicts the narrative of a man who escapes from jail, and the typical 90s’ “beautiful chick” picks him up and assists him in exacting revenge on the warden by… posing for a photoshoot?
Keeping an eye on fashion trends… and competition. The 1980s saw the start of a long era of darkness for Levi’s, as they closed roughly 60 production units to deal with financial issues.
Wrangler was purchased by VF Corporation, the parent company of Levi’s rival Lee, in 1986. The agreement would bring together two of Levi’s main pricing competitors under one brand. The following year, Levi’s introduced Dockers, a new brand of business casual clothes that promoted khakis for the workplace. The approach saved Levi’s from financial collapse by reducing its reliance on denim and increasing its share in the everyday business market.
Participate in the cultural dialogue. In 2011, Chip Bergh was the new CEO of Levi’s, and he’s determined to make the brand cool again. Bergh began to make aggressive measures to resuscitate Levi’s brand after a listening tour in which he spoke with the company’s top 60 executives.
One of these movements was a return to the company’s San Francisco beginnings. To begin, Bergh relocated Levi’s Eureka Innovation Lab—a hub “committed to design, research, and creative development”—from Turkey to San Francisco, only four blocks from Levi’s headquarters.
Strive to be cool. The Kardashians Christmas card was the white whale of brand endorsements for Levi’s in 2017. With the entire family dressed in Levi’s jeans in various styles, the occasion was a watershed moment for the brand, which had slid from all-American flair to bargain bin Mom jeans. In the same year, Levi’s reported yearly revenues of $4.9 billion. Levi’s sales of women’s jeans climbed by more than $200 million between 2015 and 2018.
Levi’s dipped their toes back into the cool water in 2018 with a denim recreation of the Air Jordan as part of their first sneaker launch with Nike.
Positioning Strategy of Levi’s
Let’s peek at this Levi’s Instagram post to find out.
The celebration of real-life “Live in Levi’s” experiences – from first dates and firstborns to rodeos and road trips – is at the core of the new campaign. The campaign, which features the new Fall 2014 line, emphasizes Levi’s 511 Slim jeans for men and the Levi’s Revel jeans for women and reinterpreted legendary staples like the 501 jeans, western shirt, and Trucker jacket. The new collection pays homage to the original’s essence, attention to detail, and craftsmanship.
Following such characteristics, it is likely that Levi’s archetype is Everyman.
What do we currently know about this archetype?
- A desire to interact with others;
- The objective is to fit in and belong.
- Develop fundamental values, the common touch, and the ability to blend in.
These are the archetype’s message levels.
Level 1: Isolation and alienation
Level 2: the orphan who is abandoned and lonely and craves companionship;
Level 3: the newcomer learns to connect, fit in, accept assistance, and build friendships.
Level 4: the humanitarian who thinks all individuals have intrinsic dignity regardless of their talents or circumstances.
The Regular Guy/Gal stereotype may help brands:
whose usage makes people feel like they belong;
whose function is anything that utilizes frequently enough;
with medium-to-low pricing (or an upmarket form of a product that would otherwise be inexpensive);
offered or sold by a corporation with a down-home organizational culture;
and wishing to differentiate themselves firmly from a higher-priced or more elitist brand.
We’ll explore Levi’s identity to learn more about it.
Levi Strauss & Co., the world’s largest trousers manufacturer, is best known for its blue denim jeans known as Levi’s (registered trademark). It also sells fitted pants, coats, caps, shirts, skirts, and belts, and it licenses the production of novelty items. San Francisco is the company’s headquarters.
Levi’s Vintage Apparel (LVC), a line of replicas of clothing items from the Levi Strauss Archives, was launched internationally in 1996. Later, in 2003, the business developed the Signature by Levi Strauss & Co. brand, a more inexpensive range of jeans and casual clothing. In 2007, Levi Strauss collaborated with the French company ModeLabs Group to manufacture a series of Levi’s-branded mobile phones.
Benefits and differentiation.
The website of Levi Strauss & Co. (LS&Co.) boldly states, “We’ve always stood up for what’s right!”
The worldwide garment firm known for its signature blue jeans was a pioneer in extending health benefits to domestic partners, pioneered labour and environmental norms in production, and even provided employees with paid voting time.
Today, LS&Co. is building a name for itself in the field of health equality, which implies that everyone has an equal opportunity to be healthy regardless of colour, ethnicity, gender, sexual orientation, age, ability, veteran status, or other considerations.
LS&Co. is a member of the American Heart Association’s CEO Roundtable, a group of almost 50 CEOs committed to identifying and addressing health disparities in the workplace.
Access to health benefits is a crucial aspect of that employment.
LS&Co. has long provided full-time retail associates in the United States with the same health coverage that corporate employees enjoy. While going above and above legal non-discrimination rules, LS&Co. wants its health plans to correspond with the ideal of each employee having an equal chance to be healthy, according to Kathy Farmer, senior director of global benefits at LS&Co.
“Having a plan is one thing. It’s one thing to be able to afford deductibles, co-pays, and co-insurance, or even the monthly price when you have a diverse group of people with varying financial situations,” she explained.
Now we’ll talk about Levi’s brand aspects.
You may be wondering what we mean when we talk about brand aspects. These are the phrase, logo, archetypal, and so on.
This is the moniker under which Levi Strauss & Co. produces denim. The owner began by selling denim trousers to gold miners. Then they started purchasing railroad employees, loggers, and ranchers. Counterculture representatives first wore jeans in the 1950s, and they only made their way into the mainstream wardrobe. The first version was simple – the owner’s name and surname, written in a narrow rectangle with the logogram “&” and the letter “C” to represent the word “company.”
Logo.
Levi’s is a genuine legend. The brand, linked with denim, is one of the world’s most well-known fashion labels. Its retro-inspired emblem is instantly recognizable across the globe, serving as a quality indicator for jeanswear. The modern badge debuted in 1969, with a geometric red backdrop and white “Levi’s” writing, with all letters save the “E” capitalized. The white inscription’s plain and modest sans-serif style appeared tidy and tranquil, but the colour contrast between red and white made Levi’s logo notable and elegant.
Slogan.
“Quality never goes out of style.”
Throughout the years, many sentences from famous Levi’s advertisements were deemed slogans for the company. This tagline was an excellent fit for Levi’s. It is practical, essential, purposeful, and ageless, just like Levi’s manufacture.
It represents all the essential ideals the company has stood for since its inception. Levi’s has long been known for the high quality of its products. The brand’s manufacturing has grown, altered, and expanded throughout time, but the quality remains consistent.
The phrase demonstrates that Levi’s maintains true to its roots while keeping up with the times and maintaining its original commitment to customers. The value and message conveyed by the slogan will always be pertinent and relatable. The motto reflects the brand’s strength, knowledge, and confidence.
Levi’s informs clients that various companies will come and go, bringing new trends that will eventually become obsolete. Meanwhile, Levi’s will always be famous and in demand, and it will continue to thrive as long as it maintains the essential quality.
Colour.
In 2003, the brand improved the outlines of the distinctive emblem and expanded the colour palette. The red got darker, and the symbol got broader, as did the text. Levi’s current logotype is in a bold sans-serif typeface similar to Favela Semi Bold and Black Bull. They used an emblem for the first time in 1936, resembling a bat’s wings.
Website.
According to WWD, the denim manufacturer expects to launch the technology on its website in November. The new capabilities, which are part of the company’s drive to improve curation and discovery for online consumers, have been in development for two years, according to Louis DiCesari, the company’s worldwide commercial head of data, analytics, and artificial intelligence.
What are you talking about? It’s known as “Grid Sort” at Levi’s. “The computer vision helps us to learn from photos and better link our family of products and how they relate to each other,” DiCesari remarked to the bar.
“Behind this is a neural network that determines which things aesthetically resemble other products and displays them to the user in the order we estimate would be most attractive to them.”
Customers may use visual search to submit product images and customize the results.
We hope you enjoyed this blog, where we learned much about this fantastic brand. We are continually creating new articles about other companies. So, if this has piqued your attention, visit our home page!
