Bangkok--24 Feb--Verve
“Levi’s? launches “Levi’s? LIVE THE DREAM — ON THE ROAD” campaignDigital marketing strategy to win in teen consumers and reinforce market leadership
Levi’s? underlines its leadership as the inventor of the world’s first jeans with a global campaign “Levi’s? LIVE THE DREAM — ON THE ROAD” that inspires the young generation to live the life they dream for. The campaign is part of the brand’s digital marketing strategy that communicates through social networking channel by means of reality video clips on the Facebook page of Levi’s? Thailand. The company expects the campaign to boost its followers on Facebook to 10,000 people and drive for 40% share of the jeans market.
Mr. Ponsinh Boutkaska, Marketing Manager of Fashion Apparel Division at DKSH (Thailand) Limited, the Thai distributor of Levi’s? jeanswear, said: “The apparel and jeanswear market is growing and has become increasingly competitive, especially in terms of innovative design of jeans for young consumers. With a long history in jeans innovation and design since our early years, Levi’s? is widely recognized as the world’s iconic fashion jeans. Our advanced production technology, ability to communicate and promptly meet the demands of our target groups through unique marketing activities, and continued introduction of new products all contribute to favorable response of consumers towards Levi’s? and underline our global leadership as the inventor of jeans and also our top spot in Thailand.”
The Thai market for fashion jeans has grown 15% from a size of 5 billion baht to 5.75 billion baht. Levi’s? also witnessed a growth of 15% and continue to lead the jeans market with a share of 40% in 2011, thanks to a continued series of marketing activities and jeans products that respond precisely to the demands of its target groups.
“Levi’s? Thailand will this year focus on providing new experiences through our implementation of public relations activities along with introduction of innovative products from Levi’s? that feature creative design and detailing to give a modern touch to jeans and fit perfectly into the lifestyle of consumers with a unique taste for fashion products. With our marketing strategy targeting primarily at fashionistas and teen consumers, an emphasis will be given to collections of skinny jeans. Our 501? collection of iconic jeans for men will reinforce our brand image and offer new colors and washes. Meanwhile, the Curve ID range will play an instrumental role in our marketing of women’s jeans,” Mr. Ponsinh added.
“About 10% of sales for this year will be spent on marketing to ensure effective communication with our target group,” he continued. “We plan to expand our distribution channel by opening 5-6 new outlets to add to our existing network of 135, which can be divided into 106 shop-in-shops and 29 standalone shops. The series of new openings will begin with a Chiang Rai outlet within Central-Robinson Chiang Rai, followed one by one in more locations within the third quarter. We have also won support of partnered department stores—Central, Robinson, and The Mall Group—in doing more roadshows to give consumers an experience of our new products and provide them with information and advice about the right fit and design for each of them.”
In terms of communications strategy, the choice of channels will be based on the lifestyle of Levi’s? target groups and will include a variety of advertising media, such as billboards, subway media, and window display at Levi’s? shops, as well as fashion spreads on magazines. Digital marketing will also be geared up on social networks to effectively expand into this year’s key target groups of fashionistas and teenagers. Most recently, the company has launched a global campaign “Levi’s? LIVE THE DREAM — ON THE ROAD” to inspire the new generation to exercise their potentials and step out of the box for a revolutionary change that gets them readily set to face reality. It encourages young people to go on a journey towards their dream while keeping a diary of great moments, feelings, and experiences along the way and share them online to inspire others to live their own dream.
Levi’s? Thailand presents the concept of “Levi’s? LIVE THE DREAM — ON THE ROAD” campaign through the story of three adventurous candidates: George-Thapanat Sattayanurak, the winner from the northern leg of Levi’s?501?Man Search; Noey-Chompoonake Bodinworawat, Miss Maxim Thailand 2008; and Wee-Surawee Ruthairujanawong, a rookie model. The three will set about their journey to gain new experiences while the public can follow them via reality video clips on the Facebook page of Levi’s? Thailand.
Mr. Ponsinh expects the campaign to boost followers of Levi’s? Thailand on Facebook to 10,000 people and be a key drive for Levi’s? to extend its leadership in Thailand with more than 40% market share this year.