Retail Store Strategy
Target Market
The Levis Strauss Signature brand targets the mass market consisting men, women, teens and children from all walks of life. Its market is made up of value-conscious and brand-conscious consumers who generally want quality and fashionable casual wear that are affordable.
Competitive Advantage
The Levis Strauss Signature brand was built upon the original Levis brand which was a well known and long established name in the apparel industry. By capitalizing upon the prestige of the Levis brand, the Levis Strauss Signature brand is able to position itself to be well thought of in the minds of its customers allowing it to gain a high acceptance rate.
Retail Mix
Merchandise
The Levis Strauss Signature brand has a wide variety and assortment of products. Its products are made from materials that are of a certain standard and comfort such as cotton, easterellp, and polyester.
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Communication
Levis Strauss Signature brand is mostly marketed through print ads in magazines and through campaigns and promotions such as the Levis Strauss Signature “2 For” promotion and its curve ID campaign. Levis Strauss Signature also makes use of the web to market itself. Customers are able to log on to the brand’s webpage anytime anywhere to find out information about the brand. The brand also makes use of facebook to stay connected to its customers.
Location
The Levis Strauss Signature brand has a total of 17 department store counter’s around Singapore. This allows the brand to be easily accessible to its target market.
