Levi Strauss & Co.

(Levi's)
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 goe
of style

USP

Oldest Jeans Brand yet modern

STP

Segment

Upper class and Upper Middle Class

Target Group

People who want a blend of style and Comfort

Positioning

Outgoing and stylish quality jeans

SWOT Analysis
1.Strong Brand Name and popular top-of-the-mind brand
2. Expertise in Jeans Industry
3. Distribution Channels and Global Outsourcing

Strengths

4.Finance and Access to International Capital

5. Has over 470 self operated stored globally managed by 16000+ employees
6.Levis marketing includes retro popular songs in its TVC ad campaigns
7.Over 60 and 25 manufacturing plants in US and abroad respectively
1.High Pressures of Brand Protection

Weaknesses

2. Increasing competition means limited scope for growth

1.Growing casual wear market
2. Low manufacturing and production costs in various international markets

Opportunities

3. Increasing acceptability of western wear across the world

1.Fast changing consumer tastes

2.Lack of protection of property rights in some countries like China
Threats

3.Increasing Competition and Product Substitution

Lee
Parent Company

VF Corporation

Category

Apparel and accessories

Sector

Lifestyle and Retail

Tagline/ Slogan

A Lee is you; A Lee Dont Lie; Own the moment

USP

A company which has rich heritage, Innovative designs and socially responsible
organization.
STP

Segment

Men and Women who want to wear stylish and innovative jeans at an
affordable price.

Target Group

Young urban men and women from the upper middle class

Positioning

A stylish brand with a sporty look with an American imaginery to the brand.
SWOT Analysis

Strengths

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 through out 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.

5. The brand spends huge money on advertising campaign and brand
awareness.
6. The brand is very socially responsible launching the World Denim Day
where the brand invites companies and workers to wear Lee denim in return
for a contribution for 5 dollars and contributes that money for the breast
cancer fund.
7. The Lee Jeans today is manufactured by Arvind Mills limited, where the
brand gains a lot of cost advantage with its competition as the raw materials
are cheap in India.

Weaknesses

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.
1.The brand can focus and expand its production into shirts, T-shirts on a
larger scale.

Opportunities

2. Tie-ups with fashion houses to boost presence

Threats

1.Existing competition from Brands like Levis, Espirit and wrangler in the
segment is growing day by day.
2.Brand switching cost is very low so the brand has to be regularly updated in
their designs and keep their customers intact.

Pepe Jeans
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.

STP

Segment

Men and women who like contemporary style of fashion with a

rebellious attitude.

Target Group

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
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.

Strengths

8. The brand has signed international celebrity brand ambassadors

which enhances the brand equity.
1. Constantly changing fashion trends means inventory issues

Weaknesses

2. The brand has several competitors hence high brand switching

1. The brand should expand its products and services throughout the
world.

Opportunities

2. The brand can enter into the kids wear segment.

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.

Threats

Wrangler
Parent
Company

VF Corporation

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan No matter where the destination, where your heart out
USP

Comfort and style at affordable rates

STP

Segment

Casual wear

Target Group

Men and women from the urban upper middle class

Positioning

Tough and rugged, lasting quality

SWOT Analysis
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

Strengths

4. Good marketing and advertising at stores and print ads

Weaknesses

1.Competition from standalone specialty stores means limited market share

growth
2. Lot of options available means high brand switching
1. Denim industry is expected to grow at a faster rate
2.Companies are using new media to reach consumers
Opportunities

3. More global penetration and enhanced visibility

With increased interest in their own flagship brands mass merchandisers
likeWalmart are beginning to decrease shelf space allocated to these premium
denim brands
2. Increasing competition

Threats

3. Fluctuating currency values and economic scenario

Diesel

Parent
Company

Diesel S.p.A.

Category

Apparel and Accessories

Sector

Lifestyle and Retail

Tagline/ Slogan For Successful Living

USP

Complete lifestyle brand

STP

Segment

Young men , women and children who are very fashion conscious

Target Group

Urban upper-middle and upper class

Positioning

A complete fashionable lifestyle brand

SWOT Analysis

1.A complete lifestyle brand known for its luxury and pret-a-porter clothing
aimed at young adult market
2. The exclusiveness strategy which saw them intentionally shrink from 10000
points of sale 5000 points of sale
3. Strong advertising strategy which sees them building stories around pictures.
4. One of the first clothing companies to have a major presence on the internet
since 1995

Strengths

5.The diversification into other merchandise like sunglasses ,watches, perfumes,

footwear makes it a complete lifestyle brand
6. Has over 2500 employees serving in 80 countries
7. Apart from clothing, it offers watches, footwear, perfumes etc

Weaknesses

1.Their main product Diesel jeans is expensive and only available to a select few
2.Majority of sales revenues come from designer jeans. A slight dip in the
demand of it may see a major drop in sales
3.Replica products and fake imitation affects brand image

Opportunities

1. With rising concern in eco-friendliness of products Diesel can respond to this

concern with promotion campaigns to instill trust
2. Diesel can tap emerging retail markets like India and Africa to make the most
of the unsaturated markets there
3. Outsourcing some divisions in some countries may help maintain economies
of scale

Threats

1. The highly fragmented fashion industry amounts to low consumer loyalty

related to a particular brand due low switching cost and high bargaining power
2. The trade barriers which cause fluctuations in currency denominations may
cause losses when it comes to revenues
3.The emergence of many designers in the jeans segment may cause a serious
threat to their core product