JEANS

LEVIS JEANS

LEVIS JEANS

JEANS RANGE

• Skinny• Slim• Taper• Boot Cut• Relaxed• Big & Tall

Skinny jeans

1.511TM skinny jeans(black stretch)2.510TM skinny jeans(jet)3.511TM skinny trouser(revolver)

Skinny jeans

1.511TM sta-prestTM pant2.511TM skinny commuter trouser

SLIM

1.514TM slim straight rafter jeans2.514TM slim straight jeans3.514TM slim straight pants

RELAXED

• 1.Comfort Fit• 2.Loose straight

Taper

• 1.Extreme Tapper 2.Loose Tapper

Boot Cut

• 1.Boot Cut 2.Slim Boot Cut

Big & Tall

• 1.Straight 2.Relaxed

Price Range

• Denizen-Rs.1099-Rs.2599• Sykes-Rs.3000-Rs.9000

Places

Places

• 1.South Extension• 2.Vasant kunj• 3.MGF Metropolitan mall Saket• 4.Select city walk Saket• 5.Khan market• 6.Gurgaon• 7.Ghaziabad

Promotion Strategy

• Promotion strategy of Levi’s is pushed and pulled standardizing branding to customer by middlemen who communicate localization in individual counties, thus, the distributor of Levi’s® jeans wear plan to promotion strategy for support sale to Levi’s which link promotion with individual version jeans underneath control main country . .

Promotion Strategy

• 1.Sale Promotion Through• A)Successful Campaign• B)Advertisement • C)Magazines

Target Customer’s

• 1.Upper Class• 2.Upper middle Class• It emphasizes more on the age group of 13-24(youngsters), although it has its product range for people above 30 years age.

Competitors

1.Calvin Klien2.GAP jeans3.VF Corp(Lee,Wrangler)4.Tommy Hilfiger

Diesel

Diesel …you buy the brand not the jeans

• International Brand– Diesel - prêt-a-porter male and

female seasonal collection, mainly focused on denim

– 55DSL- sportswear– DieselStyleLab-limited edition

pieces– Diesel Kids- babies, kids, teens;

bright colors & modern gutsy lines

Diesel jeans

• 1.Jogg Jeans• 2.Denim:-3D Evolution• 3.Denim:-Colour Exposure

Jogg Jeans

DENIM:-3D Evolution

3D Evolution

Denim :-Color Exposure

Target Customer

• Stylistic men and women: ages of 20-35 years • Annual income: $50,000-$100,000 • Large, urban cities; U.S. & 80 other countries• Bridge/ better price zone • Independent entrepreneur or innovator who follows their own unique

path in life• This eccentric man or women is largely unaffected by fashion fads and

spends a significant amount of money on quality fashion-forward clothing

Its in the brand…

Diesel’s Marketing Mix

product price place promotion

Marketing mix Products

Several different apparel lines:~DieselStylelab (upscale)~55-DSL (sportswear)~Dieselkids

License name for:~Accessories including eyewear~Footwear~Luggage~Perfume/cosmetics

STAPLE PRODUCT: Diesel is best known as one of Europe’s top manufacturers of designer jeans

Marketing Mix• Price

Diesel Jeans range from $100 to $300 a pair

• PlaceDiesel products are available in more than 5,500 chain and department stores in 80 countries worldwide

In the U.S., Nordstrom, Urban Outfitters, Bloomingdales, Barney’s New York

By 2003 there were 200 company owned and operated Diesel Stores worldwide

~Feature jeans and DieselStylelab line

Location near you…

Portland Store: The Cellar Building Phone: 503-241-1355 30 NW 12th StreetPortland, OR 97209

Marketing Mix

• Promotion~Promote products mainly online www.diesel.comand in high-end magazines such as:

ElleVogue

Current Campaign: Global Warming Ready

They are known for their socially and politicallyracy ad campaigns

ww

w.d

iese

l.com

Competition• Primary competitors for denim

Earl Jeans

Seven for all MankindTrue ReligionChip and PepperPaper Denim & Cloth

• Other Competitors include:

Giorgio Armani, Benetton Group, Calvin Klein, Donna Karan, etc.

Diesel

Strengths Weaknesses Opportunities Threats

StrengthsAdvertisement

• Advertise clothes very differently than anyone else

• Create stories around pictures

• Choose quirky, unusual topics that can be perceived in many ways

Opportunities “Global Warming Ready”

• First thing you see on the diesel website is: “Global Warming Ready?”

• Global warming report video, a link to StopGlobalWarming.org, and a list of the top 10 things you can do to help global warming.

• Responding to consumer concern and also reach the eco-friendly market

Bibliography

Web Sites

Apparel Search.com. (2006, January). Search directory: Diesel Jeans. RetrievedFebruary 15, 2007, from http://www.apparelsearch.com /definitions/Fashion /Brands /Diesel.htm.

Diesel SPA-Affino. (2007, January 20). Diesel Propaganda: Press Pack. Retrieved January 20, 2007, from http://www.dieselpropaganda.com.

Pitman, S (2006, January 6). L’Oreal to make fragrance for Diesel fashion house. Retrieved February 28, 2007, from Cosmetic Design Web site: http://www.cosmeticsdesign .com/news/ng.asp.

True-Religion.com (2006). True religion apparel adds to Expanding branded store base. Retrieved February 28, 2007, from http://phx.corporate-ir.net/phoenix.zhtml.

Internet article based on a print source

Edmondson, G (2003, January 20). International-European Business: Diesel is Smokin’ [Electronic version]. BusinessWeekOnline

Europe News (2007, February, 26). Waiting for a relapse. [Electronic version] The EconomistSimpson, G (2007, February 20). Case study: L’Oreal’s software makeover [Electronic version]. BuisnessWeekOniline

The Environment (2007, February, 22). Green sums [Electronic version]. The Economist