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Marketing Management
INTRODUCTION
Jeans are now a very popular form of casual dress around the world, and have been so for decades. They come in many styles and colors; however, "blue jeans" are particularly identified with American culture, especially the American Old West.
Jeans are trousers made from denim. Often the term "jeans" refers to a particular style of pants called "blue jeans" and invented by Jacob Davis and Levi Strauss in 1873. Starting in the 1950s, jeans, originally designed for cowboys, became popular among teenagers, especially members of the greaser (subculture). Historic brands include Levi's, Lee, and Wrangler. Jeans come in various fits, including skinny, tapered, straight, boot cut and flare.
.
The history of jeans
Denim and jeans - where do the names come from?
The word jeans comes from a kind of material that was made in
Europe. The material, called jean, was named after sailors from
Genoa in Italy, because they wore clothes made from it. The word
'denim' probably came from the name of a French material, serge de
Nimes: serge (a kind of material) from Nimes (a town in France).
The 18th century
At first, jean cloth was made from a mixture of things. However, in
the eighteenth century as trade, slave labour, and cotton plantations
increased, jean cloth was made completely from cotton. Workers
wore it because the material was very strong and it did not wear out
easily. It was usually dyed with indigo, a dye taken from plants in
the Americas and India, which made jean cloth a dark blue colour.
PLANTATION: (n) a
large farm where a
single crop is grown
DYE: (v) to change the
colour of something.
(n) a chemical used to
change something's
colour
The 19th century – The California Gold Rush
In 1848, gold was found in California (not too
far from San Francisco) and the famous Gold
Rush began. The gold miners wanted clothes
that were strong and did not tear easily. In
1853, a man called Leob Strauss left his home in New York and
moved to San Francisco, where he started a wholesale business,
supplying clothes. Strauss later changed his name from Leob to
Levi.
WHOLESALE
BUSINESS (n) buying
large amounts of
something & selling it
to shops
Rivets
A big problem with the miners' clothes were the pockets, which
easily tore away from the jeans. A man called Jacob Davis had the
RIVET: (n) a strong
idea of using metal rivets (fasteners) to hold the pockets and the
jeans together so that they wouldn't tear. Davis wanted to patent his
idea, but he didn't have enough money, so in 1872, he wrote to Levi
Strauss and offered Strauss a deal if Strauss would pay for the
patent. Strauss accepted, and he started making copper-riveted
'waist overalls' (as jeans were called then).
In 1886, Levi sewed a leather label on their jeans. The label showed
a picture of a pair of jeans that were being pulled between two
horses. This was to advertise how strong Levi jeans were: even two
horses could not tear them apart.
metal fastener
PATENT: (v) if you
patent something it is
legally your invention
and other people
cannot steal it.
OVERALLS: (n) a
loose fitting garment
that covers the legs and
chest
How jeans became popular
The 1930's: Westerns
In the 1930's, Hollywood made
lots of western movies. Cowboys
- who often wore jeans in the
movies-became very popular.
Many Americans who lived in
the eastern states went for vacations on 'dude ranches' and took
pairs of denim 'waist overalls' back east with them when they went
home.
DUDE RANCH: (n) a
holiday resort in the
western US where
people can ride horses
and pretend to be
cowboys
The 1940's: War
Fewer jeans were made during the time of World War 2, but 'waist
overalls' were introduced to the world by American soldiers, who
sometimes wore them when they were off duty. After the war, Levi
began to sell their clothes outside the American West. Rival
companies, like Wrangler and Lee, began to compete with Levi for
a share of this new market.
OFF DUTY: (v) time
when a soldier is not
working
RIVAL: (n) something
in competition with
you
The 1950's: Rebels
In the 1950's, denim became popular with young people. It was the
symbol of the teenage rebel in TV programmes and movies (like
James Dean in the 1955 movie Rebel Without a Cause). Some
schools in the USA banned students from wearing denim.
Teenagers called the waist overalls 'jean pants' - and the name
stayed.
BAN: (v) forbid; order
people to stop doing
something
The 1960's: Hippies & the Cold War
In the 1960's many, many university and college students wore jeans. Different
styles of jeans were made, to match the 60's fashions: embroidered jeans, painted
jeans, psychedelic jeans...
In many non-western countries, jeans became a symbol of 'Western decadence'
and were very hard to get. US companies said that they often received letters
from people all around the world asking them to send the writer a pair of jeans.
The 1980's: Designer Jeans
In the 1980's jeans finally became high fashion clothing,
when famous designers started making their own styles of
jeans, with their own labels on them. Sales of jeans went
up and up.
The 1990's: Recession
Things changed in the 1990s. The rock-and-roll generation
gave way to the hip-hop crowd. Blue collar made way for
the white. The craze for jeans began to fade. For the dot-
com dudes, the sartorial key was khakis. Denims made
way for Dockers. A company that once had a 90 per cent
of the market and made 90 per cent of its jeans in the US
started to fray. Today it has branched out to khakis and
other apparel and it now parcels out 90 per cent of its
production far and wide so that it can have a leg up on the
fast evolving market.
LEVI’S
Parent Company : Levi Strauss & Co.
Category : Apparel and Footwear
Sector : Lifestyle and Retail
Tagline : Go Forth
USP : The brand id known for its denim apparels especially jeans. It is the
oldest manufacturing company of jeans.
STP
Segmentation :
Target :
Positioning :
SWOT Analysis
Strengths :
The main strength of Levi’s is its popularity.
It is a globally recognized brand all over the world.
Competing prices with the rivals.
Variety of products like T-shirts, bags, shoes, jackets make the company
more profitable.
Weakness :
They only focus mainly on youth that makes company weaker in marketing
areas.
Losing market to newer and more trendier brands.
Opportunity :
The company has more than 5000 trademark registrations and pending
applications in more than 180 countries.
The company’s products are sold in more than 60000 outlets and in around
110 countries worldwide.
It is registered in more than 160 countries.
Threats :
Brands like pepe, lee, and others create tough competition.
The choice of youth keeps on changing, so a company solely targeting youth
needs to innovate a lot.
SPYKAR
Parent company : Spykar
Category : Apparel and accessories.
Sector : Lifestyle and retail.
Tagline : Bring it on.
USP : The brand id known for its denim apparels especially jeans.
STP
Segmentation : Men and women loving denims and western comfortable
clothing.
Target : Young men and women from the urban areas.
Positioning : With culture.
SWOT Analysis
Strengths :
1. The company is an Indian denim brand and hence has an Indian mass appeal.
2. The company has strict code of conduct and quality with almost negligible
attrition rate.
3. The company has an in-house processing unit giving the company the
competitive edge in consistently producing quality denims
4.SPYKAR is available at over 450 MBOs across the country, apart from the
large format stores like Shopper's Stop, Globus, Lifestyle, Pantaloons etc. and
the exclusive outlets.
5. The brand also has a stylish website giving complete information relating to
its products, campaigns and stores.
Weakness :
1.The brand has tough competition and there is high brand switching
2. Limited global presence as it restricted to a small market.
Opportunity :
1. With 100 per cent FDI in single brand retail getting the nod and 51 per cent in
multi-brand likely to happen, Spykar can benefit.
2. The Company can do aggressive marketing in colleges and youth events.
Threats:
1. Similar designs available in other brands hence switching cost is less.
2. Local market and international brands poses a risk.
Competitors
1.Levis
2. Pepe
3.Wrangler
3. PEPE JEANS
History
In 1973 it was originally just a weekend road side stall on the Portobello Road
Market located in west London established by three brothers: Nitin Shah, Arun
Shah and Milan Shah. Nitin and his two brothers later started their own company
Sholemay Ltd trading, as Pepe Jeans.
Parent company : Pepe Jeans Incorporation.
Category : Apparel and accessories.
Sector : Lifestyle and Retail
Tagline : Pepe Jeans London.
USP : A brand, which is really innovative, stylish changing with variety at an
affordable price.
STP
Segmentation : Men and women who like contemporary style of fashion with a
rebellious attitude.
Target : Young urban Men and women from the upper middle class.
Positioning : Pepe Jeans is a premium and international brand, which houses
casual wear with a heart of London in it.
SWOT Analysis
Strengths :
1. Pepe Jeans is present over 100 countries and employs more than 5000
employees all over the world.
2. The brand is the fastest growing denim brand and is 500 million denim and
casual wear brand.
3. 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.
4. The brand has entered the elite segment of the top four denim producers in the
world.
5. The brand has always been constantly producing unique silhouettes, which the
brand is very famous for across Europe.
6. The brand uses extensive advertising where the brand often teased the
boundaries of acceptable social imaginary and norms, which had a big attraction
among young consumers.
7. The brand has a heavy brand following and is has a strong financial position
in the denim industry.
8. 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.
Opportunities :
1. The brand should expand its products and services throughout the world.
2. The brand can enter into the kid’s wear segment.
Threats :
1. Switching cost between brands is very low, so there are regular price wars
among competitors.
2. Increasing Competition from brands like Lee, levis is increasing never like
before.
Competitors
1. Lee
2. Levis
3. Wrangler
Wrangler
Parent Company : VF Corporation
Category : Apparel
Sector : Lifestyle and Retail
Tagline : There's a bit of the West in all of us.
USP : Comfort and style at affordable rates.
STP
Segmentation : Casual wear
Target : Men and women from the urban upper middle class
Positioning : Tough and rugged, lasting quality.
SWOT Analysis
Strengths :
1. Wrangler has a wide distribution channel. They sell their jeans at mass
merchandisers such as Walmart and Target.
2. They also have their own flagship specialty stores located at many
places.
3. Strong brand presence
4. Good marketing and advertising at stores and print ads.
Weakness :
1.Competition from standalone specialty stores means limited market share
growth
2. Lot of options available means high brand switching.
Opportunity
1. Denim industry is expected to grow at a faster rate
2.Companies are using new media to reach consumers
3. More global penetration and enhanced visibility.
Threats
1. With increased interest in their own flagship brands mass merchandisers like
Walmart are beginning to decrease shelf space allocated to these premium denim
brands.
2. Increasing competition
3. Fluctuating currency values and economic scenario.
Competitors
1. Levis
2. Lee
3. Pepe Jeans
KILLER
Parent company : KewalKiran Clothing Limited
Category : Apparel and Accessories
Sector : Lifestyle and Retail
Tagline : Worship the night, Killer for her; What’s your cut?
USP : India’s first international denim brand.
STP
Segmentation : Fashion conscious and trendy youth
Target : Youth from the Urban upper and upper middle class.
Positioning : Denim brand with an attitude.
SWOT Analysis
Strengths :
1. Strong brand presence with over 1600 points of sale in the form of
MBO’s with chains
a. like Shopper’s Stop, Central, Lifestyle and their exclusive brand
outlets like K-lounge in all Tier-1 cities.
2. Diversification into other product line like Killer Tees, innerwear,
footwear, eyewear to make it a complete lifestyle brand. 3. Innovative
ad-campaigns have made a strong connect with the youth which is their
main target audience.4. Brand has been termed as India’s first
international denim wear brand with it exporting denim wear to Middle
East, USA, Africa, South-East Asia since 1994.
3. Self-procurement and manufacturing facilities has been a great strength
for the brand as it 5 units with an annual capacity of over 30 lakh pieces.
Weakness
1. Though the brand has stretched its portfolio with many
diversifications it still has to heavily depend on denim wear for its
revenues.
2. The brand is facing increasing competition from the other sibling
brands of the parent company like Lawman and Integriti which too
are emerging in denim wear.
Weakness
1. Though the brand has stretched its portfolio with many diversifications it
still has to heavily depend on denim wear for its revenues.2. The brand is
facing increasing competition from the other sibling brands of the parent
company like Lawman and Integriti which too are emerging in denim
wear.
Opportunity
1. The company can look to expand its manufacturing capabilities in
emerging markets which would be a great boost for the brand.
2. The brand can also start online stores for selling its merchandise as it has
emerged as an effective medium for selling.
3. The brand effective in its advertising can also look at green campaigns
which is attracting a lot of attention these days.
Threats
1. The government tax policies on apparel are set to increase the unit cost.
2. Highly fragmented fashion industry which would involve low customer
loyalty.
3. The entry of several international players in the retail industry after
opening up of FDI would also pose as a threat for the brand.
Competitors
1. Pepe Jeans
2. Levis
3. Diesel
Market Share
Now let us see the market share of the above brands in India.
The Market Share for Levis is the highest i.e. 49%, followed by Pepe at 14%. Other brand includes UCB, GAS, Flying machine, etc.
Market Share based on Gender :
Average rating :
Brand Loyalty
In the end looking at all the brands and considering the brand loyalty of all the
brands, we can conclude that Levis has the highest brand loyalty.
Bibliography
http://en.wikipedia.org/wiki/Jeans
http://en.wikipedia.org/wiki/Pepe_Jeans