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in the workplace. The brand offers a variety of products including tops, jackets and accessories for a wide range of consumers. In the casual clothing segment of the market, Original Dockers is a leader. The Signature Levi Strauss brand was launched in 2003. The Signature brand includes a collection of denim and non denim pants, shirts, skirts, and jackets for men, women, and children. Denim Levi Strauss expert showed us the most popular denim styles of today. In the fall of 1934, Levi Strauss Co. introduced Lady Levis jeans the world's first womens levis jeans. Many of today's most popular styles, including the levis boyfriend jeans and skinny jeans levis trace back to the early levis womens jeans from decades ago. In 1986, Strauss levi found that the best way to stay true blue was to change its colors, while happy on the results of back to basis operations with its flagship jeans levis 501 brand, levis was enjoying regenerated jeans sales. Levis customers had adopted womens and mens levis jeans as a symbol of their break with traditions of their parents. They had helped turn the Levis Blue Jeans into an international success in the apparel industry. Now, however, customers were looking for something different. they still wanted clothing that was comfortable and made from natural fabrics, but fashion had become more important. Many worked in environments with relaxed dress codes, so they liked clothing that combined style and versatility something suitable for both professional and leisure activities. How could levis keep the customers in levis brands when they weren't wearing so many pairs of levis denim jeans? and the answer was levis pants dockers, something between the jean that they loved and the dress pants to wear when they got their first job. Mens pants dockers are new casuals, blue denim and levis blue jeans was out; cotton pants khaki levis (in brown, green, black, and navy, but mostly traditional tan) was in. Dockers original positioned as more formal than jeans yet more casual than dress slacks, docker's satisfied an unfulfilled need. Levis dockers pants were the right pants for a variety of occasions, an unpretentious alternative to dressy, tailored slacks. The challenge in marketing dockers trousers was to support the levis name and legacy while beginning the sovereignty of the new brand, and to do so without detracting from levis core jeans focus. So the original theme for jeans dockers was “ levis 100 percent cotton dockers jeans. if you're not wearing dockers, you're just wearing pants.” Response to dockers mens pants was everything levis hoped for, all the top menswear placed the new product in their stores, and target consumers had at least one pair of mens dockers pants in their closets. Pursuing the Levis customers market, levis in 1996 brought out mens slates levis, an extensive line of wool, polyester microfiber, and fine gauge cotton dress pants. “we thought there was room in a man closet for a third brand,” says jann westfall, president of the slates levis division. “that is why slates mens pants was produced to fill the gap between levis mens khaki dress pants and suits.” to strauss levi, it seemed a natural that the guy who wore levis in the 70s and trousers dockers in the 80s would be ready for levis mens slates pants in the 90s. Levis slates would be the high end of casual, neatly in the docker man's wardrobe. A year later, everyone agreed that levis slates pants was a winner brand. Levis had turned on the dockers trousers customer to dress slacks just when corporate casual started to dress up. noted one industry insider that mens slates pants and other labels have pushed the envelope. This has created a enormous end user perception for slacks in general, some retailers found that their tailored pants business was up 15 to 20 percent. The good news about levis slates pants has been followed by bad news plunge market share in the core denim levis jeans market, although jeans levi strauss had 30.9 percent of the united states blue jeans business in 1990, it had only 18.7 percent in 1997 and worse yet, levis sales to teens, the core jeans blue levis buyers, had dropped. Levis was pumping up the silver tab brand, a jeans line considered more stylish among young consumers to solve the problems. Levis silver tab has a baggier fit and uses non denim fabrics. The average age of a silver tab buyer is 18, compared to 25 for levis other products. Levis expanded the line to include more tops, more trendy styles, and new khaki pants and also taking action on the retail front. In 1998, levis was introduced jazzier, more colorful packaging aimed at giving its products a more exciting, youthful look. References: 1. Chicago Tribune; 2. elaine underwood, “levi's new dress code,” brandweek, august 19, 1996; 3. “denim dish: dream jeans for teens,” womens' wear daily, december 11, 1997; 4. becky ebenkamp, “slates speaks directly to men,” adweek, september 8, 1997; 5. stan gellers, “tailored slacks follow the mainfloor leader: slates boom trickles-up to better makers in casual fabrics and golfwear,” daily news record, september 24, 1997; 6. linda himelstein, “levi's is hiking up its pants,” business week, december 1, 1997. |
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