Слайд 2: Background information
Levi Strauss & Co. is an American clothing company known worldwide for its Levi's brand of denim jeans. It was founded in May, 1853 when German immigrant Levi Strauss came to San Francisco, California to open a west coast branch of his brothers' New York dry goods business. Today's Levi's are made overseas, in many small developing countries like India, Sri Lanka, Vietnam, Indonesia etc. because of cheap and easy labor and raw materials. The company's corporate headquarters is located in the Levi's Plaza in San Francisco. Levi's has been worn by people from all walks of life, from miners to actors to Nobel Prize recipients, from Marlon Brando to Albert Einstein himself, whose leather jacket was made by Levi Strauss & Co in the 1930s and sold at auction house Christies in July 2016 for £110,500.
Слайд 3: age breakdown of customers
The brand lost in young consumers in the 2000s. Nonetheless, it is now picking up by launching campaigns and new products.
Слайд 4: Recent market research
Question Agree Disagree Don’t know Levi’s was popular in the youth of our parents 80% 10% 10% Levi’s is under-rated 35% 59% 6% People are too obsessed with the concept of Levi’s jeans 57% 30% 13% Levi’s is for my generation 45% 52% 3% Levi’s designs are timeless and unique 60% 33% 7% I own Levi’s merchandise 40% 45% 15% We asked a large focus group of 16-25-year-old men and women to tell us some things about our company. Here are the results:
Слайд 5: launching a completely new line of casual shoes: the foot ure
This project is aimed at attracting new consumers, particularly those under 27. The new line of shoes will have a modern look and will look appealing to the young generation thanks to the unexpected elements and experimental design. It is slightly off the company style, however, we hope the project meets its goals of attracting younger customers and will bring the company back into the big market. Main information about the shoes is available next.
Слайд 6: General information
Price Medium Name Levi’s FOOT ure Image Urban, sporty and daring
Слайд 8: image
The FOOT ure project shall save the best our company has got to offer and mix it with new technology, style influences and consumer needs. The project is to be under the main Levi’s logo, however, given a new look: See you in the FOOT ure
Слайд 9: slogan
We want to prove to our consumers that we stay up-to-date. Our main idea in the FOOT ure project is to save our traditions of high-quality product, but with that to be relevant and sausy. Our slogan is well -recognized and represents the company policy. Therefore, we shall keep it as the slogan for FOOT ure, too: “Quality never goes out of style” See you in the FOOT ure