5. 1. Levi Strauss Levi Strauss & Co.

also known as LS&CO or simply Levis is a privately held American clothing company known worldwide for its Levis brand of denim jeans. The price range:-Denizen- 1099 to Rs. 2999Sykes- rest. 3000 to rest. 9000 6. Parent Company: Levis Strauss and Co. Category: Apparel and Accessories Sector: Lifestyle and Retail Tagline/ Slogan: Go Forth; Levis. Original jeans. Original people; A style for every story; Quality never goes out of style USP: Oldest Jeans Brand yet modern. (Curve ID, waste<less) Segment: Upper class and Upper Middle Class Target Group: People who want a blend of style and Comfort Positioning Outgoing and stylish quality jeans Strength: 1. Strong Brand Name and popular top-of-the-mind brand 2. Expertise in Jeans Industry 3. Distribution Channels and Global Outsourcing 4. Has over 470 self-operated stored globally managed by 16000+ employees 5.Levis marketing includes retro popular songs in its TVC ad campaigns 6.Over 60 and 25 manufacturing plants in US and abroad respectively. Weaknesses: 1.High Pressures of Brand Protection 2. Increasing competition means limited scope for growth 7. 2. Pepe jeans: Pepe Jeans London is a denim and casual wear jeans brand that was established in the Portobello Road area of London in 1973. The brand is currently leading player in the premium jeans and casual wear segment, enjoying a market share of more than 25 percent. The price range: starts from rest 999 to rest 3299. 8. Parent Company: Pepe Jeans Incorporation Category: Apparel and accessories Sector: Lifestyle and Retail Tagline/ Slogan: Pepe Jeans London USP: A brand, which is really innovative, stylish changing with variety at an affordable price. (Animal prints, adults and children section, seasons looks) Men and women who like contemporary style of fashion with a Segment rebellious attitude. Target Group: Young urban Men and women from the upper middle class Pepe Jeans is a premium and international brand, which houses casual Positioning wear with a heart of London in it. Strength: 1. Pepe Jeans is present over 100 countries and employs more than 5000 employees all over the world. 2. The brand had a different view of selling jeans and was against hanging them and even fought with the retailers to change this fashion, which was a big hit. 3. The brand has entered the elite segment of the top four denim producers in the world. 4. The brand has signed international celebrity brand ambassadors which enhances the brand equity. Weakness: 1. constantly changing fashion trends means inventory issues 2. The brand has several competitors hence high brand switching 9. 3. Lee: Lee is an American brand of denim jeans, first produced in 1889in Salina, Kansas. Price starts from: Rs. 1999 to Rs. 2899 10. Parent Company: VF Corporation Category: Apparel and accessories Sector: Lifestyle and Retail

Tagline/ Slogan: a Lee is you; A Lee Dont Lie; USP: Own the moment a company which has rich heritage, Innovative designs and socially responsible organization. (Fit finder, vibrant colours offered, for rough use, clearance offers) Men and Women who want to wear stylish and innovative jeans at a Segment affordable price. Target Group: Young urban men and women from the upper middle class a stylish brand with a sporty look with an American imaginary to the Positioning brand. Strength: 1. the brand has over 100 stores all over the world and employs over 500 people in the USA. 2. The brand has been known as one of the top jeans producers all over the world. 3. The brand is known for its innovation throughout the century and known for inventing the zipper fly jeans. 4. Lee was one of the first jeans brand to start advertising through television and has continued extensive advertising throughout. Weakness: 1. the brand has not established itself in the e-commerce arena that well in Asia where the brand has a significant market share. 2. The brand has had problems in distribution of the updated stocks in parts of Asia and Europe.

Jean Finishes:
Corded:
A Cross between corduroy pants and jeans. Corded jeans add amazing texture to ordinary pants.

Stretch:
Denim jeans that are blended with spandex for an extremely comfortable fit. These jeans are designed to adjust to your body.

Oven-Bake:
Actually baked in an oven to give them a semi-permanent crease or wrinkles in certain areas. This is the ultimate in vintage looks.

Colour:
Denim that is dyed to any colour.

Jewelled:
Rhinestones, beads, studs, and many other types of jewels are either scattered around the pockets, belt loop, or fashioned in designs on the legs.

Painted:
These jeans feature blotches of paint of any colour splattered across them.

Styles & Fits

Flare Leg: Wider than boot cut, slimmer than bell bottoms. Normally fitted through the seat, thigh, knee, and flares at leg opening. Boot Cut: Has a slight flare leg opening, perfect for chunky shoes. Skims the thigh and is looser on down the leg. Straight/Narrow: Legs are straight but not too narrow. Snug but not too tight. Normally equal width through the thigh, knee, and leg openings. Skinny: Slightly tapered leg openings that gather around the ankles. Fits snug through seat and thighs, perfect for a narrow figure. Easy Fit: These jeans feature a lower waist and rise. A nice roomy fit through seat and thighs with plenty of room to move. Cargo Pants: Often feature large belt loops, multiple utility or camp pockets that are normally closed with Velcro or snap buttons. Loose Fit Style. Capri Pants: Three-quarter length pants designed to hid mid-calf.

Promotion of the productPromotion is the process of communication with thepotential buyers involving information, persuasion andinfluence. It includes all types of personal and impersonalcommunication with customers.Radio AdvertisingA catchy jingle and quick tag line can enhance a radio adseffectiveness. Matching the station you choose with your targetdemographic is key. If you want to reach adults aged 35 to 64, anadult contemporary station is a good bet. An alternative or urbanstation is good to reach youth aged 18 to 24.Door Hangers and FlyersCanvassing the neighborhood, placing flyers in mailboxes orhanging ads on doorknobs, is a good way to target a specific areaand to make sure your potential customers have seen yourinformation. Even if most homeowners will discard the information,gaining a handful of clients may be enough for a positive return onthe marketing campaign investment.The Print and Graphic Arts MediaMany retailers prefer advertising in local newspaper because itprovides maximum flexibility in terms of budget, timing, couponfeedback, product and price mix. The perception rate is high becausethe reader can get more than one impact from the same message.