Assessment of Levi Advertising Campaign Essay - 1189 Words

Assessment of Levi Advertising Campaign Levis have been around for more than a century. The company was established in 1853. In 2003, Levi Strauss Co. was 150 years old. In 1873 their founder, Levi Strauss created the first blue jeans. From the mid 1950s onwards, jeans have been especially associated with particular types of male American youth heroes, including James Dean, the young Marlon Brando, their Sixties followers - heroes who have become symbols of youth rebellion in almost all areas, spanning over 5 generations of American global culture. When Levis were first brought out, their target audience was youths, teenagers. Unfortunately as time went on, the teens that had†¦show more content†¦To keep this idea their target audience was teenagers, younger, fresher, with more money to spend. Young people had their own spending power as consumers, following the hard times of the war, when, it seemed, everyone had a lot more money than anticipated and wanted to spend it on fashions and lifestyles. A new group of people to suck into the ever expanding trade, looking for heroes to follow, and interests to pursue, Levis used this opportunity and has drawn repeatedly on the idea of the rebel. Levis new advertising campaign introduced a creative new idea, involving a man and a woman recreating the impression of 50s America. All the advertisements in this series revolved around this same idea of people finding the person wearing the jeans desirable. The scenarios ranged from launderettes to beaches, all featuring an emphasis on physical attraction and most of them set in a public place. However Levis didnt predict what sort of impact this commercial campaign would bring to the population of teenagers. The result was massive, the number of Button Fly 501s sold in 1987 was over 20 times that of 1984, due to this break through in commercial advertising. Everyone wanted to get their hands on a pair of 501s. The adverts denote that wearing Levis is cool, sexy, stylish and, although being a casual fit, they are versatile in the senseShow MoreRelatedFailed Products4804 Words   |  20 PagesLevi’s Type 1 Jeans A clothier, such as Levi Strauss, that has been around for 150 years is bound to have their share of hits and misses because fashion is terribly fickle and largely unpredictable. But this doesn’t mean you should ignore your target audience. In late 2002, Levi Strauss began a massive marketing push to launch what was being touted as one of the company’s most significant launches in history, Type 1 Jeans. The line unnecessarily went to great lengths to accentuate all those signatureRead MoreMarket Analysis of Jeans Industry in Surat17928 Words   |  72 Pagesthat are offered. 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