Market Segmentation of Levi’s

For most people, comfort comes before style. For others, fashion is more important than comfort. However, for a wide variety of people, both of those attributes are of equal importance. Those individuals favor specific brands that they shop from. Known for its signature jeans, Levi’s is perfect for finding clothing pieces and different sets of accessories such as wallets and belts. Founded in 1853, this brand has managed to open more than 500 stores in about 100 countries. Now, what is it about Levi’s that keeps maintaining the company’s success after all these years? We are about to unravel that in this blog.

First and foremost, we are going to take a look at the segmentation strategy of Levi’s. 

We will watch a short clip to help us do so.

The commercial is called “Circles.” Its main aim is to spread the word about people’s individuality and act as a tool to connect people. 

Of course, an overpowering component of the commercial is its music. It helps the audience follow different people’s experiences. They are all at various gatherings. But once the music hits, everybody starts dancing. Everyone can have fun regardless of age, gender, and other factors.

We see kids in the ad, young adults, and people from the older generation. All of them send the inspiration to get up and dance by themselves. 

And, of course, they would not be doing this without wearing Levi’s. The commercial shows different shots of Levi’s clothing in between dance moves. 

“Let’s live how we dance.” is what we see on the screen in the end. Levi’s wants people to be more carefree and full of life because the world looks a little more beautiful.

So what can we guess from this video?

The first hint that we gather is that every character in the video is surrounded by others, being incredibly socially active. Life is beautiful alone, but it is even more enjoyable with the company by your side.

The second hint is the “You Only Live Once” approach. The individuals in the video aim to make their simple days more enjoyable.

The different settings in the video are our last hint. We see clubs, cafes, and other locations that allow the Levi’s commercial characters to express themselves freely.

It only becomes apparent at this point that the segment that Levi’s has chosen to target is Hedonists.

What do we know about this segment?

Lifestyle and values:

No one is truly aware of how short life is. Hence, each day must be filled with as much experience and delight as possible. 

Hedonists tend to do insane stuff to form the entertainment of their lives. Let’s say you have attended a concert with a Hedonist. 

They may jump on the stage and do crazy stuff to make the experience more entertaining. This segment is extremely friendly. They are continuously around more outstanding groups of individuals performing all sorts of exercises. 

Their interface genuinely does change. They can go to a bar, one diminutive, and the other minute may see them in a shopping center.

On rare events, Hedonists will welcome a few of their companions over to their house. Once more, they need to engage themselves in some way or another. 

So they may, for the occasion, observe a football diversion and have a lager or two with crunchy chips. 

Hedonists are alright with challenges. They will make imprudent choices if they feel the slightest bit of boredom. 

Those can be changing a school, job, companions, and relationship accomplices. This is often why connections for this segment are not very long-lasting. 

Hedonists frequently go out to new places and present themselves to unique individuals. This can be due to their excitement, intrigue, and fast propensity to induce boredom.

At whatever point this segment does the shopping, they purchase dresses or any modern contraptions at that minute. 

They may have a low budget, but you may need help to tell. Hedonists profoundly care about their appearance. It is one of the most vital viewpoints of their lives. 

They need to stay up-to-date with the most recent trends. This makes them look special, unique, and eye-catching. Looking great may be a sign of well-being, another thing Hedonists consider. If Hedonists slim down to lose weight, they do it for their looks, not their well-being.

The most inspiration of work for Hedonists is cash. Everything at work needs to be under control for Hedonists.

The stereotypical ‘macho’ attitude surely matches this segment. “If you’re drinking, then you need to get drunk.” “If you’re a lady, stay at home.” “If you’re a man, you ought not to cry.” 

The family falls at the bottom of Hedonists’ need list among all this frantic way of life. In any case, once in a while, Hedonists may share a dinner with family.

Attitude to shopping:

Hedonists, for the most part, go for standard brands. In their minds, traditional brands better the picture of the person. Here and there, Hedonists will buy authentic merchandise. But indeed, they do it to show off once more. 

They must show appreciation for veritable things to differentiate within the crowd. Putting amount over quality is not a prohibition from Hedonists’ shopping behavior.

Hedonists are incautious customers. They are not the kind of individuals who arrange their shopping trips. Sometimes Hedonists will utilize household brands. 

In any case, that is only when those products are in fashion. This segment adores going by little shops, but they will still spend significant time finding the best things.

Interesting facts about Hedonists:

Hedonists

• Spend a significant amount of time with their friends
• Enjoy dancing in a crowd
• Regularly take the bar, cinema, cafe, and pub visits
• Enjoy watching newly released films
• Go to exhibitions that are of their interest
• Enjoy cars
• Sometimes play the lottery
• Are not that active media consumers but rather utilize it for entertainment purposes
• Are average magazine consumers
• Occasionally watch TV mainly for mainstream channels
• Consume the Internet to make their life more enjoyable
• Surf the Internet for online shopping purposes
• Listen to the radio more than the average person.

Next up, we are going to take a look at the positioning plan of Levi’s.

Levi’s specific positioning speaks to the center of its promoting technique. The latter is the position of the items, made expanded separation, contributing to the companies’ expanded separation and subsequently driven to solid market control.

In the 1930s, the company underwent the Great Depression due to expanded intrigue in Western culture: Pants were deliberately positioned as being worn by “cowboys.” The pants were afterward issued to representatives within the defense industry amid World War II. 

Post World War II, veterans that went to college wore Levi’s, expanding its popularity and becoming increasingly recognized by the youth.

The veteran’s social status, who was at the time seen as heroes too, had a remarkable effect on the rise of recognition/popularity of the pants. Throughout time, jeans became more fitting for casual wear instead of work. Amid the Baby Boom period, Levi’s deliberately focused on more youthful customers and positioned their products as “cool” in the youth’s minds.

Celebrity supports began taking a critical part in the rise of brand acknowledgment. Early motion picture starts were supported by Levi’s as they related themselves to Levi’s items. Thus shopper requests moved from the toughness of pants to their fashion. 

Culturally, jeans got to be an image of youth and disobedience. In the 1960s, understudy nonconformists wore pants as regalia. Pants got to be so related to young people that it nearly got to be a portion of their character.

Last but not least, we are going to speak about the marketing mix of Levi’s.

Before getting into it, what does Marketing Mix stand for?

Marketing Mix covers a company’s product, pricing, place, and promotion. All four of those words begin with the letter’ P,’ also known as 4Ps.

Product: 

The pants of the Levis brand are authentic and unique in terms of color, quality, and design. The styling included spins around the current methods and comfortable apparel. 

The finest quality materials are used so that the client finds fulfillment in the items. Levi’s jeans are successful because they satisfy their customers. 

The jeans take about thirty-three steps and undergo complicated forms within the generation of each attire. To create them tough, the items have twofold sewed internal creases with five different-sized pockets. 

The name in calfskin is one of its definite highlights, and the little ruddy-colored tab could be a check of bona fide Levis pants. The pants can be obtained in any estimate and color.

The jeans are partitioned into sub-brands like Levis Dockers and Levis. The brand has re-imagined the concept of pants to creator pants. The Dockers inclines towards casual pants, particularly within the Khaki category. 

The brand has moreover propelled the female elucidation of the attire. This line comprises casual pants, tops, and dresses. The Levis-Strauss Signature guarantees the most recent design and very high qualitative items, like denim pants and coats. 

They have a broad run of merchandise, counting the quintessential classics and premium collections. Other than pants, the brand moreover bargains in dress pants, jeans-related pants, coats, and embellishments like wallets, shades, belts, women’s socks, and shoes.

The items are accessible to men, ladies, and children.

Place:

Levis is a worldwide company that is partitioned geologically into three divisions, specifically Levi-Strauss Africa, Levi-Strauss America, Levis-Strauss Asia-Pacific, Middle East, and Europe. 

The company started its commerce from the city of San Francisco and, after that, moved to various other parts like Australia, China, India, Japan, Singapore, and Sri Lanka.

To form its item a family title, the company realized that it must make its item unmistakable and effectively available.

Subsequently, the brand organized a well-controlled and systematized conveyance channel. The primary portion of the scheme was to set up a plant to fabricate the merchandise. 

Afterward, the merchandise was sent to the company providers, wholesalers, and retailers. Finally, it was dispatched to the market where customers might effectively make their buys. 

As the company is famous for its apparel, its market methodology incorporates an elite dispersion arrangement. Extraordinary distribution centers have been enlisted for the safekeeping of the stocks.

Its distribution centers are built up in each nation where it has an outlet so that quick conveyance can take put. The company has updated all its distributive centers and expanded the deals channel since it needed to move quicker than its rivals did in this competitive advertisement. At display, Levis Pants can be acquired from any great retail outlet and different shopping centers. 

The Internet has become one of the company’s signature offering choices. It has an official site where obtaining the item is a straightforward preparation as the shoppers can go through the different colors and plans at their claim comfort. The domestic delivery option through this medium also rewards active customers.

Price:

The estimating strategy of each company is exceptionally critical, as the clients need the most excellent merchandise at the least possible costs. 

Levis has kept a cost separation arrangement for all its items that are accessible in numerous nations. The selling price varies in each country because of its cost within the neighborhood air due to different political and social impacts. 

The company has settled costs for each region because Levis is a built-up brand title. The company needs to permit price adaptability to preserve its picture of eliteness. 

Hence, the items are sold at the recorded cost that the head office has now settled. Their estimating approach is impacted not by the competitors but by other components like costing, market reasonableness, and request for the item. 

The company does not compromise on its items’ quality or costs since it is confident of its steadfast shoppers.

Promotion:

Levis has received a cool and stylish limited-time strategy for promoting its items. To extend the permeability of its items, the company has taken the assistance of active promotion. 

It has gone with the concept of off-beat commercials that are appeared on different tv channels, in daily papers, announcements, and in design magazines. 

The company has been introducing new items at standard interims, just like the reversible pants that have helped them in picking up constant limelight.

Levis includes a comprehensive and viable methodology that incorporates the cooperation of major celebrities. Levis has been utilizing the strategy of competitive publicizing to advance its items.

For the time being, the brand has been going for eye-catching and inventive thoughts that will take off an effect and an everlasting impression on the client. 

The web has become a tremendous particular ground for the Levis items as the shoppers discover it simple to go through the different accessible entries.

And with that, we end the “Market Segmentation of Levi’s” blog. We spoke about its segmentation, positioning, and marketing mix. Remember to stop by our main website for more educational and entertaining content.