Levi’s Strauss Signature (currently known as DENIZEN)
Levi’s Strauss Signature has different type of product categories mainly a collection of denim and non-denim pants, shirts, skirts and jackets for men, women and children in a variety of fits, fabrics and finishes.Also they provide accessories such as casualwear, footwear, belts, eyewear and hats and so on.
Category Management works for Levi’s Strauss Signature they offer a wide range of categories of top-to-toe fashionable apparels with high-quality and at affordable prices to value conscious consumers not only to men or women but also children. It is ideal for families, with its jeans as the most renowned product.
Further breaking down into the product categories for Men, Kids.
They have
- Jeans (Different finishes and fabrics)
- Tops (Shirts, T’s ,Jackets etc)
- Accessories (However not all accessories can be found in local stores)
- Hats/Caps
- Eyewear
- Belts
- Shoes
- Socks
- Bags
- Undergarments
- Others
Women
Similarly, they have almost the exact same product categories however for women. As every women might face maternity once or more in their lifetime, Levi’s Strauss signature also do cater great-looking jeans which are specially designed for women who are pregnant and who also wants to look stylish in jeans .
The definition of category management
From the business dictionary.com
is
Marketing strategy in which a full line of products (instead of the individual products or brands) is managed as a strategic. It is based on the concept that a marketing manager is better able to judge consumer buying and market trends by focusing on the entire product category.
Other sources would say that it involves strategically managing “product groups” or “categories” to ensure that shopper and consumer needs are fully met or exceeded at the point of purchase. Retailers and suppliers work together in collaboration to grow the total category, maximising sales and profits for all parties.
How category management has work for Levi’s Strauss Signature’s case, Levi’s Strauss & Co introduced The Signature to offer high-quality, fashionable jeans at affordable prices to value-conscious consumers .They were able to have a consistent brand image with Levi’s brand of denim jeans and sell jeans, apparels and accessories at affordable price to meet the demands of the middle-class and lower-class for apparels.
Levi’s Strauss the Signature understands their customer and is able to meet their needs and wants. They are able to provide a full range of apparels from top to bottom with different fabrics and finishes. Thus allowing their customers to find which one is the most comfortable, stylish and fitting. Furthermore there are able to provide denim and casual wear for the whole family allowing families to actually go to a store and getting the whole family apparels at a single place thus making it much more convenient.
For example in the store itself, has different banners stating different statements such as “Crafted for you, Shaped for you". They provide jeans with all different kinds of fits, fabrics and style to match every single customer wants and needs. More importantly, they would have different sections for teens,women,men and accessories depending on the store location (whether it’s in the neighbourhood area or town).
Levis Strauss the Signature also understands the market data & trends including sales information as they understood it’s’ consumers different demographics. That men, women, children and teens of middle to low range income would want to buy Levi’s top quality jeans at affordable prices without sacrificing on its style, quality and comfort. They were able to provide distinctive products, with quality fabrics and finishes and is available to people from every walk of life.
Through all these it would translate into better sales, profits customer loyalty and so on. With category management used strategically to achieve success, Levi’s Strauss the Signature with the understanding of their customer in all aspect able to categorise their product to achieve maximum sales and profits. An example that can been seen is that the careful arrangement of the store products to entice customers to make more than one purchase with billboards placed within and outside the shop floor which can be easily seen with affordable or cheap prices. They are able to attract customers and achieve higher sales and profits.
This entry was posted
on Wednesday, April 27, 2011
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