Fashion Retail Research Levis Case Study Example | Topics and Well Written Essays - 1000 words

Fashion Retail Research Levis - Case Study Example The paper "Fashion Retail Research – Levi’s" is the analysis of the fashion retail of Levi. It has thousands of designs. Its stitching style is recognized as unique and customers often check that they are getting the original thing by looking at this. It has made itself available to customers in 180 countries all over the world. Another strength of Levi’s is that it has a great distribution channels. It retails in different outlets as well as company owned outlets, departmental stores, mass retail stores, chain stores, franchises, and specialty retailers also. The weakness of the brand is this it depends on a lower number of customers like JC Penny, for a greater percentage of its sales, which increases the bargaining power if the customers. The company has to maintain good relations with these customers as losing one customer may affect the sales greatly. Another weakness shown by the company is that its mainly focuses on men and has lesser focus on women and ch ildren. The opportunities that Levi’s has it are that it can use reinventing strategy to reinvent its various famous brands to move with the moving changing needs of customers. Online business in also a good opportunity for Levis, sites of Levi’s can be used for booking products and it can be used effectively to generate more and more business. Low consumer confidence is a threats face by the company. This has happened due to week labor markets and increased borrowing standards. Recession is may also affect sales. Customers do not have enough. disposable income to feel that they will be able to buy this product. Another weakness is that competition has increased in the market and is increasing day by day. Direct and in direct competition is increasing day by day, by companies like gap, Nike, Adidas and other labels. This can result in decreasing market share and customer base. The company out sources almost all manufacturing activities, this makes the company most vulnerable, with respect to dependencies, delivering time and quality control. Customer Profile People who want fashionable jeans with great comfort level want a pair of Levi's. Their attitude is rough and tough (John, 2003). People who face rough work conditions invest in a good pair of Levi's. People who idolize cowboys also love wearing this jean. At first working people bought it mainly but today it appeals to young people in college all the same. People who want a great fit in jeans love Levi's. People who wear Levi are generally self confident and it makes them feel strong and ready for action all the time. They have an informal life style and prefer comfort as an essential of their life. People of all occupations and income level buy Levi's, some buy one good pair and others buy many, from actors and actresses to laborers, everybody is seem wearing Levi's. Brand Personality Levi's is the most popular jeans in the world. Its personality is enriched by many factors; it has a strong and casual personality. Personality symbolizes a brand (Kapferer, 2004). Levi's is advertised as a brand having various personality elements. It is an empathetic and friendly brand. Its advertisements communicate to