Levi's range building Porfolio

SWOTanalysis

STRENGTHS

- innovativecollaborationswithtrend brands, whichhelpedsalesgrowthofLevi’sandhelped thebrandsta relevant.

1. Stüssy&Levi’scametogetherforanewcapsule collection.Whichincludesa501Jean&amodified T peIITruckerJacket.

2. Levi’s&AMBUSHcollaboratedwitha moto-inspiredcollectionforSpring/Summer 2023,featuringaBikerJacket&BikerJean.

- Thecurrentmen’srangeoffersavariet ofbasic andessentialclothingitemsthatcanserveas wardrobestaplesandcanbeeffortlessl paired withvariousdifferentoutfits.

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- Thereisagoodvarietyofsolidcolourselections amongthegarmentslikeblue,black,white.

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- Introductionofmorerela edandstraightjeans thanslimfitonestosta oncurrenttrends

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OPPORTUNITIES

- Mostofthegarmentsoftherangearemadefrom 100%cotton,makingtherangever sustainable.

WEAKNESS

- Thepricepointoftherangeisquite highmakingitlessaccessibletoalot ofcustomerswhodonothavealarge disposableincome.

- Therearealotofbasics,simple constructions,andsolidcoloursin therange.Therearenotalotof creativepiecesthataree ecatch or innovative.Lackofinnovationshows thatthe mightbeminimisingrisk

- Therangeincludesalotofoutof trendgarmentpiecesaswelllike bod fitshirtsandskinn jeans.

- Themarketingwasfocusedtoo muchonthefemale’srangethanthe males.Itfocusedonfemale celebs/influencersforceleb marketing,whichdoesnotreach maleaudiences.

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- Enhancingst leswithfunctional multi-pockets,andcreatingvisualappeal thegarmentswithcontrastingte turesor colours.(WGSN,Buyers'Briefing:ChinaEdit A/W23/24)

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- focusonlong-termshadesincluding BlackandNeutrals.(WGSN,Collection

Review:Men’sColourA/W23/24)

- Increasinggender-inclusiveshadeslike DigitalLavender,whichisalsoWGSN ColouroftheYear2023.(WGSN,Collection

Review:Men’sColourA/W23/24)

THREATS

- MajorcompetitorDieselgainedmore publicit withtrend andver st lish outfits.

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- cargotrousersremainvitalforA/W23/24 asthereisawiderfocusonpiecesthat notonl lookgreatandfeelcomfortable buthavepracticalit ontheirside.(WGSN, Men'sKeyDetailsA/W23/24)

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- GrowingtrendinDenim.Especiall ,loose denimhasseenan85%YoYincreasein searches.(WGSN,Buyers’Briefing:Men’sKey ItemsA/W23/24)

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- Increasingtrendofbo jacketswithdrop shouldersandazipfrontclosure,while pocketsbecomingthefocusduetoalack ofdesigndetails.(WGSN,Buyers’Briefing: Men’sKeyItemsA/W23/24)

- AlotofGen-zcustomersare deflectingfromwearingjeansrather preferringcargosandparachutepants

- Levi’sproductscanbeeasil substitutedandcanbeboughtfrom otherbrandsforacheaperprice.

- Alotofpeoplehavestartedtoprefer bu ingsecondhandedandpreloved clothesduetoincreasedawarenesson sustainability

- Eventhoughqualit ofLevi’sproducts isimpressive,therangeistoosimple andlackingcreativit forsuchahigh pricepoint,peoplecaneasil switchto differentmorecheaperbrandsfor basicclothes

LikeforLike

90’s Straight Jeans

£110

MadeInTunisia

The Original Tee

T-shirt with puff Diesel logo

£20 Oversized Monogram T-shirt

£55

2020 D-Viker 0gyct Straight Jeans £150

These t-shirts are similar in colour and brand logo positioning, all the brands have opted for 100% cotton for the making of the t-shirt. Levi’s regular fit tee is the most affordable one among its competitors while Calvin Klein oversized t-shirt being the most pricey.

Every consumer has atleast one regular blue denim jeans in their closet proving that it’s a staple and timeless piece. Levi’s, Calvin Klein and Diesel are known for their quality, long lasting denim jeans. All jeans are made from 100% cotton.

Levi’s and Calvin Klein’s jeans retail at the same price but Diesel is a bit more expensive with selling the jeans at £150.

Levi’s CalvinKlein

CalvinKlein Diesel

Relaxed Fit Western Shirt

£75

Made In Sri Lanka

Fabricationand Composition

Relaxed Denim Shirt

£90

Made In Mauritius

Levi’s CalvinKlein

100%Denimcotton 100%DenimCotton

The £160 Diesel black shirt has a vintage look to it, probably the reason why it's the most expensive one. The Levi’s shirt is the most affordable one and it’s manufactured in Sri Lanka while

Levi’s CalvinKlein Diesel

Fabricationand composition 100%Denim cotton 100%cotton 100%Cotton

Sherpa Denim Jacket

Type 1 Sherpa Trucker Jacket

£130

Made In China

£150

MadeInTunisia

Levi’s CalvinKlein Diesel

Fabricationand composition 100%Denim cotton 100%Denim cotton 100%Cotton -Collar

83%Pol ester

17%Acr lic

90’s Straight Printed Jeans

Designerdenimjacketsarebecomingincreasingl trend onrunwa sandonthe streetsandbrandsaretr ingtoreplicatewearableloosefitjeansfortheconsumers.

CalvinKleinjeansarethemostaffordableoneswhile£595Dieseljeansarever e pensiveduetoitsintricateanduniquedesign.Allthedenimjeansaremadefrom

A Sherpa jacket can be worn to easily elevate an outfit and Levi’s £130 jacket is the selling this jacket for a very high price point of £450 making it very inaccessible to a

Relaxed Graphic Fit Tee

100% single jersey cotton Non stretch, crew neck

£25

Made in Pakistan

50’s Straight Jeans

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100% denim cotton - button fly

- Fabric weight - 14.21 ounce

Made in Turkey

£100

Corduroy Utility Shirt

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100% corduroy cotton

- Button down collar

- Relaxed fit

Made in Sri Lanka

Type 4 Sherpa Trucker Jacket

JACKET

- 100% twill cotton

- Relaxed

COLLAR - 90% polyester, 10% acrylic

Loose Cargo Pants

REFERENCING

1.Themeinspirationmoodboard

Designerscene(2017)‘BRUCEWEBERSHOOTSTHENEWFRAMEDENIMCOLLECTION’.Availableat:https://www.designscene.net/2017/08/bruce-weber-frame-denim.html (Accessed:18/03/2023).

Ets (2023)‘VintagePurpleColorBookBundle’.Availableat:shorturl.at/fmv59(Accessed:12/03/2023).

Shein(2022)‘Menwidelegdenimshort’.Availableat:https://www.pinterest.co.uk/pin/696298792402543663/(Accessed:03/03/2023).

WestonS.(2023)‘MilanMen’sFashionWeekAW23:topfivetrends’.Availableat: https://www.drapersonline.com/product-and-trends/menswear/milan-mens-fashion-week-aw23-top-five-trends(Accessed:20/03/2023).

2.Silhouetteinspirationmoodboard

IllegalCivilization(2022)‘ HellWeek Trailer ’[@illegalciv].25thOctober.Availableat:https://www.instagram.com/p/CkHc5mIA9Tv/.(Accessed:16/03/2023).

Showstudio(2023)‘FerrariAW23’.Availableat:https://showstudio.com/collections/autumn-winter-2023/ferrari-aw-23/catwalk-imager (Accessed:11/03/2023).

WGSN(2023)‘DesignCapsule:Men’sSoftUtilit DenimA/W23/24’.Availableat:https://www.wgsn.com/fashion/article/6351c4927db940edaad95dfd#page5(Accessed:10/03/2023).

WGSN(2023)‘KnitandJerse TopA/W23/24’.Availableat:https://www.wgsn.com/librar /results/fbfa0e7c74b100e1e0c3aa5f0639e4be(Accessed:15/03/2023).

3.SWOT

Cheungp.(2023)‘Bu ers'Briefing:ChinaEditA/W23/24’.Availableat:https://www.wgsn.com/fashion/article/63773452db6ac2ee7a3c5f77(Accessed:20/03/2023).

PagetN.(2022)‘Bu ers’Briefing:Men'sKe DetailsA/W23/24’.Availableat:https://www.wgsn.com/fashion/article/634d6cb80befee7dbb7f1885(Accessed:23/03/2023).

SmithC.(2023)‘CollectionReview:Men’sColourA/W23/24’.Availableat:https://www.wgsn.com/fashion/article/639c3a77995aec17a4a8092b(Accessed:20/03/2023).