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Levi's Versus Lee. ... Lee adopting a more contemporary direction and Levi's a maintaining
their classical direction. ... (www.levis.com, 16/9/05) According to Levi's ...
Submitted by Lalique on May 29, 2006
Category: Business
Words: 2398 | Pages: 10
Views: 329
Popularity Rank: 33,231
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INTRODUCTION:
Both the Levi and Lee brands are pioneers when it comes to denim. Both brands began in the 17th century, Levi's beginning in 1853 and Lee beginning in 1889. (www.leejeans.com, 14/9/05) (www.levistrauss.com, 14/9/05)
Levi Strauss and Company is one of the largest brand name manufacturers in the world. The company itself was founded by Levi Strauss, a Bavarian immigrant to the United States. During the gold rush era, Strauss began to produce trousers sewn from tent canvas to meet the needs of his minor and labourer customers who were looking for clothing that could withstand the strain of the work that they undertook. By the 1870's, the pants were being produced out of denim, after finding it to be a very durable material. (www.levistrauss.com, 14/9/05)
Lee Jeans was founded by Henry David Lee who opened up a factory in Kansas City that produced an apparel line that included overalls, work jackets and blue denim pants. (www.leejeans.com.au, 16/9/05) Lee originally began production as a work wear apparel producer, and then branched out into developing a more contemporary line. (www.leejeans.com, 14/9/05)
Through the years these brands have become household names and are synonymous with work wear, casual wear and western wear. Although both brands manufacture similar products they both have differing ways of marketing them. Lee adopting a more contemporary direction and Levi's a maintaining their classical direction.
OBJECTIVES AND STRATEGY:
Objectives:
Increase Sales
Maintain position as one of the world's leading brands
Strategy:
Levi's current marketing strategy focuses on finding a more high profile presence in the form of boutiques located within department stores, with an emphasis on the brand as the strongest element. (www.levis.com, 16/9/05) According to Levi's they wish to "preserve and...
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