levis李维斯的商业营销.doc

Abstract Introduction With the economy growing fast and global trade integrated, marketing is a core part for every firm whether big or small. Branding is an important part of marketing, especially for big firms. Levi’s is the best known jeans name on the planet. The business was founded by the Strauss family in 1875 and produced jeans for miners out of tent fabric and canvas. It then went on to make jeans from denim which is a coarse, heavy twill fabric. The jeans became popular with miners during the California goldrush and were famous for the twin rivets on the pockets. The business went from strength to strength to become one of the twentieth century’s best known global brands. (2010). In the process, Levis establish its value and identity of its brand. Levis continuously find its target market in the world and target consumers. Levis faces sharp competition with other brands. Finally Levis takes its own marketing strategies to survive and success in the competition. The value and identity of Levis brand The value of Levis brand can be divided two parts. One part is the value of product. The other part is the value of spirit. The value of product contains quality, design, and innovation. As we know, Levi’s clothing is crafted for life. Every piece of Levi’s clothing embodies a sense of craft and quality. Levis’ clothing starts with quality components. Every pair of Levi’s jeans is made with the best fabric and natural cotton. The production of Levi’s jeans is quite good. Its button will never rust and stitching is very dense. As early as 1886, Levi’s jeans are tied to the horse. The horse cast galloping towards the opposite direction to prove that this kind of pants to withstand strong tearing. Levi’s jeans have many kinds of colors. The color of jeans is from deep blues to fade indigos to meet different wearing occasions. Besides, details make the design. (See Figure 1) Figure 1, the homepage of Levis Since 1937, Levis has new products every year. In 2011,