Title: Levi's Dockers Marketing

Essay Details

Subject: Business
Author: Derrick L
Date: May 3, 2014
Level: University
Grade: A
Length: 7 / 1823
No of views: 0
Essay rating: good 0, average 0, bad 0 (total score: 0)

Essay text:

Comfort, uniqueness, quality and emotional impact – these were always the main associations with the brand. However, other features were being emphasized as time was going by. First connotations were simple: “jeans are tough and rugged as men who wear them”. This image of a 100% man was even strengthened after western movies appeared...

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This image of a 100% man was even strengthened after western movies appeared. Soon jeans, and so Levi’s brand which in people’s mind turned to be their synonymous, became a symbol of freedom, adventure and independence. In this moment, managers of LS&Co decided to expand the brand. Even though there where various new cloths introduced to the market – 501 jeans remained their top-selling product...

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