What Kind Of Marketing Means Does Levi's Rely On To Attract Young People?

In the present era, the meaning of sports has expanded, the scene of movement has been enriched, and the concept of people's movement has also advanced.

Products are strengthening their own functionality, but the label of life has not adapted to the current market competition.

It is a world-renowned Cowboy brand, and it has a history of 163 years since it was founded in 1853.

Founder Levy Strauss (Levi Strauss) was influenced by his mother and liked fashion since childhood. He became an excellent fashion.

It was his childhood dream.

Because his family was poor, Strauss did not have enough cloth to finish his design. He could only make clothes by using the shed cloth that he pulled down from his shed. Such behavior was considered to be very crazy at that time.

Strauss has designed a lot of coarse cloth, but few people are interested in this material, but he is confident.

It sold these clothes to Africa and was welcomed by local workers.

Strauss made innovations in the style of clothes. As time goes by, his coarse cloth became popular, which became the rudiment of Levi's products.

In the 60s and 70s of last century, the blue cowboy trend swept across the United States, which also contributed to the rapid growth of Levi's's performance.

Strauss also developed new product lines, such as graphite washed jeans.

In the ten years from 1964 to 1974, Levi's's total number of factories in the United States increased from 16 to over 60, and 23 overseas factories were also included.

In those days, Levi's was a symbol of American cowboy culture.

In 1986, Levi's founded its sub brand Dockers.

In the 90s of last century, Levi's began to be hit by cheap overseas products.

But with the jeans market coming into full swing, Levi's still has its own peak.

In 1996, its sales volume even reached $7 billion 100 million, higher than Nike.

Since then, however, Levi's has slipped from the top of the mountain. By 2000, Levi's's share in the jeans market dropped from 31% to 14%.

Since 2001, Levi's has become a frequent visitor to the legal section.

Many cases focus on a pocket design created by Levi's in 1978.

Ralph Lauren, Zegna, lucky cowboy and other brands have become Levi's's litigation object.

A commentary once pointed out that Levi's's lawsuit was not due to being plagiarized, but rather wrong estimation of the frustration of cowboy fashion trend.

In 2002, Levi's closed a 96 year old factory in Valencia street, San Francisco.

At the end of 2003, a factory with a much older history in Sanantonio also ended its mission.

Now, most of Levi's's products are from overseas, and the US is only responsible for producing some high-end product lines.

The reason for this is mainly to minimize production costs.

In 2007, Levi's's annual sales fell to $4 billion.

Then, the global economic recession gave Levi's a head start.

The problem of Levi's is that it fails to keep up with fashion trends, stick to traditional thinking, and the market reaction speed is not sensitive enough. It does not catch the psychology of young people, resulting in the rapid compression of market space by many fast fashion brands.

In September 2011, Chip Bergh became Levi's CEO and began to re establish Levi's's brand image on these issues.

Chip Bergh has a very successful resume in Procter & Gamble and Gillette. The first thing that comes to Levi's is to substantially reduce costs.

Another is to vigorously develop innovative team, set up Eureka innovation laboratory, so that design and production can be timely docking.

But Levi's, who left Chip Bergh, has been lost for too long. This is not a problem that can be solved in a short time.

In 2012, for the first time in the history of Levi's, the list of Fortune 500 companies was not available.

When a large number of sports and fashion brands play sports and leisure style, Levi's is also groping for new product positioning problems.

Slow and slow.

When competitors are beginning to target millennial consumers, Levi's must also try to attract the attention of young people.

Finally, Chip Bergh thought of sports.

At first, Levi's's goal was simple, that is, young people like sports as a breakthrough, so that the target audience can be precise.

In August 2012, Levi's joined Nike to launch a new senior cowboy series, 511TM skateboard series.

This series is based on Levi's's classic 511, which integrates Nike's sports technology and makes jeans more athletic.

In addition, the series also includes a small number of special skateboard jackets for skateboards.

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Yes, skateboarding fans have become the first sports group Levi's wants to conquer.

In addition to the world's skateboarding venue, a special production team was invited to shoot many skateboard themed films, which almost became the standard of Levi's's skateboard extension.

In the fall of 2014, Levi's worked with Keith "K-Dub" Williams to renovate a skateboard called Town Park in the US Theo crane.

New Zealand's Kleist Church, La Paz of Bolivia and Bangalore of India all have Levi's's skateboard.

At the end of last year, Levi's also launched a concept store for skateboard in Shanghai, and Levi's skateboard series officially entered the Chinese market.

But skateboarding is still too small. It can not carry the banner of Levi's sports marketing. Although it has not yet established a clear sports marketing strategy, it is easy to see Levi's's trend towards sports.

In May 2013, Levi's made the biggest sports investment in history. It cost 220 million US dollars to get the naming right of the NFL team's San Francisco 49 people's new stadium, with a term of 20 years.

This stadium is located in Santa Clara, California, and was officially opened in July 2014.

Last season's Super Bowl was held at this stadium.

Nothing attracts American fans more than American football, Chip Bergh thinks.

Just like when Levi's firmly grasped cowboy culture, it still needs to establish a brand image at the spiritual level.

In addition, Levi's has carried out more in-depth cooperation with the NFL alliance. It has launched a product that integrates many famous team elements, so that fans can wear their Levi's clothes to the scene to cheer on their home team.

These clothes are light and strong fashion sense, and are popular among young people.

In overseas markets, Levi's also began to use the weapon of sports.

Last October, Levi's reached a cooperation agreement with the French giants Paris Saint Germain. The two sides will work together to build a denim with Paris Saint Germain element.

This spring, the complete series of cooperation between the two sides has begun to be sold in the two official stores.

Levi's's performance has been on the decline from the fourth quarter of 2013 to the second quarter of 2015, thanks to the squeeze of fast fashion and sports and leisure.

However, since the second half of last year, Levi's has begun to recover in a straight line.

By 2016, Levi's was in a state of skyrocketing net profit.

Behind this is the boost of the female market, and more importantly, Levi's has finally joined the shopping list of young people.

Perhaps Levi's can lead a sports cowboy, but this market is starting to get mixed up.

Lucy Activewear, a female sports brand under the prestige group, has recently launched a new product line called Lucy IndiGO, which has the appearance of cowboy, but also has the basic function of sportswear.

Therefore, in keeping product innovation, precision marketing can never be ignored.