Bangkok--28 Apr--Verve
World’s iconic fashion jeans Levi’s 501 takes a new move to further strengthen its brand among teens and expand its member base through key strategies that center on colors and design. The latest Levi’s 501 lineup comes in 9 colors plus limited edition Eco Jeans, to be launched in a major campaign, Levi’s 501 May Day. The company expects 10% boost of sales from the launch.
According to Mr. Kevin Corning, General Manager of Fashion Apparel Division at Diethelm Limited, the Thai distributor of Levi’s jeanswear, the current economic situation has led to intensified competition in jeans business, but the overall market situation remains satisfactorily pleasant and not affected as much as other segments by the downturn because jeans continue to be a favorite choice of apparel. Levi’s also keeps on rolling out marketing activities to expand its customer base with a focus on young people aged 18-25, which contribute to 40% of the sales. The remaining 60% share of the sales is from career people aged above 25 years old.
“In Thailand,” says Mr. Corning, “we emphasize our communication strategy on strengthening the image of Levi’s brand as the icon that enlivens jeanswear fashion and matches perfectly with every lifestyle. By creating innovative designs and phenomena in jeans, Levi’s continues to expand its customer base through existing and new distribution channels. Our jeans lineup embodies new production techniques and design finesse in terms of fits, coloring, fabrics, and cutting. With the iconic 501 range of fashion jeans at the forefront of this communication concept, Levi’s offers its target group a delightful opportunity to mix and match its vast selection of jeans and accessories. The new communication strategy kicked off mid of last year with the global “Live Unbuttoned” campaign in 110 markets around the world — a campaign that contributed significantly to the sales growth of more than 20% in Thailand last year.”
Levi’s currently offers two groups of product: jeans, which generate 70% of the sales, and accessories, which make the remaining 30% and cover items like T-shirts, belts, caps, etc. Sales of Levi’s 501 jeans account for 25% of the total sales, followed by Red Tab range.
In terms of communication, Levi’s have most recently launched a new online magazine www.levismagazine.com as a means to get across jeans information and fashion updates to teenage consumers in various formats, including videos and games. In addition, the company has adopted CRM strategies to keep in touch with the brand’s member base of more than 50,000 customers by delivering them the updates about new collections and activities.
As for distribution channels, Levi’s has 130 sales points, divided into 105 shop-in-shop outlets and 25 standalone stores. The company plans to open 3-4 new sales points this year and has on slate a series of in-store sales promotions and roadshows at Levi’s shops nationwide.
Mr. Ponsinh Boutkaska, Marketing Manager of Fashion Apparel Division at Diethelm Limited, adds: “In celebration of the Levi’s 501 May Day event across the Asian region on May 1, the Levi’s brand is launching Levi’s 501 Summer Collection in a range of 8 trendy colors, along with a limited edition Levi’s 501 Eco Jeans collection, which is special because of its eco-friendly production process and material. Made from organic cotton, the limited edition focuses on the design that delivers great fit and wearing comfort for freedom of movement, especially from hip down to thighs. Creative coloring techniques give the collection an increased visual dimension of light and dark shades. The Eco Jeans carry a white cotton fabric tab with brown and green ‘Levi’s’ sign-off.”
“We are spending 25% of our marketing budget on creating awareness among our target groups about the new Levi’s 501 collections and to accentuate Levi’s as the world-class jeans icon. The launch is expected to help boost our sales by 10% this year,” Mr. Ponsinh continues.
The jeans market in Thailand was valued at 4.5 billion baht in 2008, with Levi’s commanding more than 40% share of the market.
About The Levi’s Brand
Invented in 1873 by Levi Strauss & Co., Levi’s Jeans are the original, authentic jeans. The Levi’s brand offers the widest range of great fitting jeans on the market and are the most widely recognized and often imitated products in the history of apparel. Levi’s Jeans have captured the attention, imagination and loyalty of generations of diverse individuals in more than 110 countries around the world and continue to do so today through more than 150 years of jeanswear innovation.
For further information, please contact Verve Public Relations Consultancy
Khun Prasit Kritsadaariyachon (Bob), Tel: 0-2204-8216,
Pannarai Thaweechotkitcharoen (Ar), Tel: 0-2204-8212,