Let's Go WAYBACK SAPHIA CHACHI P2714385 AW23 FBUY1101-2223-603 FASHION LIFECYCLE
CUSTOMER PERSONA
M O O D B O A R D S
Like For Like
- Calvin Klein has a similar colour blocking in hoodies as Levi ’ s
- both competitors ’ hoodies are at a higher price tag than Levi ’ s
- both Calvin Klein and tommy Hilfiger offer a wide variety of designs when it comes to graphic t - shirts
ESSENTIAL GRAPHIC LOGO RELAXED FIT T-SHIRt £35.00
Organic Cotton Colourblock Hoodie £130.00
SPORT COLOUR-BLOCKED WAFFLE TEXTURE HOODY £130.00
RELAXED GRAPHIC HOODIE £70.00
Relaxed Photo Graphic T-Shirt £65.00
GRAPHIC CREWNECK TEE £27.00
- unlike competitors Levi ’ s offers a wide range of different styles of jeans
- Calvin Klein ’ s denim jacket is about £ 100 more than Levi ’ s and tommy Hilfiger
- Calvin and Levi ’ s have similar style shorts unlike tommy shorts
- Calvin shorts are about £ 30 more than Levi ’ s and tommy
AIDEN FADED DENIM BAGGY FIT SHORTS £55.00
CUT OFF CARPENTER SHORTS £60.00
ETHAN STRAIGHT STONEWASHED JEANS £90.00
Relaxed Straight Jeans £150.00
SKATE HELLA BAGGY JEANS £100.00
OVERSIZED LOGO SLEEVE DENIM JACKET £130.00
TYPE I TRUCKER JACKET £120.00
Unisex Utility Denim Jacket - CK Standards £230.00
Relaxed Denim Carpenter Shorts £90.00
SWOT ANALYSIS
STRENGTHS WEAKNES
Well known, and respected brand
- Expertise in denim, especially in Jeans and Trucker Jackets
- Variety of products compare to competitors
- The denim industry is a highly competitive industry.
- Increasing competition with similar products
- Fixed prices, rarely discounts
- Mid/High pricing rates
oPPORTUNITY THREATS
- Increase in celebrity and license collaborations
- Cut costs in manufacturing
- improve graphic prints on garments
- marketing to younger generation with current y2k trend
- keeping up trends that are
lets Go Wayback
lets go wayback L e V I ’ S 90s Skate Baggy Jeans £ 125 . 00 95% cotton, 5% elastane Denim branded buttons on all garments
on back pocketrs
embroidery
collared hood
Graphic Varsity Jacket
£ 150 . 00
100% cotton Denim
WAYBACK
graphic print
Embriodered Relaaxed Hoodie
£ 70 . 00
Brushed Back Jersey
65% Polyester | 35% Cotton
WAYBACK
LeVI ’ S
Oversized Denim Shorts
£ 60 . 00
Denim
85% Cotton 15% Elastane elastic band waist
Relaxed Graphic Tshirt
£ 40 . 00
Loop Back Jersey
100% Cotton
L E V I ’ S W A Y B A C K
skate Levis ‘
printed graphic
fabric swatch
WAYBACK
skate Levis ‘ L e V I ’ S
AW23 W A Y B A C K LeVI S
WAYBACK
REFRENCE LIST
Kendrick Lamar Appears On The Cover of Citizen Magazine’s Fantasy Issue. (2022)
Available at: https://www.marmaladecollective.com/kendrick-lamar-appears-on-the-cover-of-citizen-magazines-fantasy-issue/ (Accessed: Feb 19, 2023).
Thrasher Magazine April 2000. (2010) Available at: https://www.thrashermagazine.com/articles/magazine/april-2000/ (Accessed: Feb 19, 2023).
Thrasher Magazine September 1990. (2010) Available at: https://www.thrashermagazine.com/articles/magazine/september-1990/ (Accessed: Feb 19, 2023).
Thrasher Magazine September 1992. (2010) Available at: https://www.thrashermagazine.com/articles/magazine/september-1992/ (Accessed: Feb 19, 2023). 2000-2009 | Fashion History Timeline. Available at: https://fashionhistory.fitnyc.edu/2000-2009/ (Accessed: Feb 18, 2023).
Aiden Baggy Denim Cargo Shorts | DENIM | Tommy Hilfiger.
Available at: https://uk.tommy.com/aiden-baggy-denim-cargo-shorts-dm0dm164111ab?cmpid=ch%3Asocial_marketing%7Cso%3Afacebookinstagram%7Ccp%3 Awob_product_daba_sp23%7Ccj%3Aconsideration%7Cts%3Aprospecting%7Cca%3A%7Ccr%3Acarousel%7Clb%3A%7Cag%3A%7 Cpi%3A&utm_id=63da66c194e5a5a13e29b890
(Accessed: Apr 7, 2023).
Aiden Faded Denim Baggy Fit Shorts | DENIM | Tommy Hilfiger. Available at: https://uk.tommy.com/aiden-faded-denim-baggy-fit-shorts-dm0dm161561ab (Accessed: Apr 13, 2023).
Big Brother (USA) 1992 | VSM. Available at: http://vintageskateboardmagazines.com/big_brother_(usa).html (Accessed: Feb 18, 2023).
Calvin Klein — Tyler Omeed Mazaheri. Available at: https://tylermazaheri.com/Calvin-Klein (Accessed: Feb 18, 2023).
Colour Play. Available at: https://www.wgsn.com/colourplay/ (Accessed: Feb 18, 2023).
Cut Off Carpenter Shorts - Blue | Levi's® GB. Available at: https://www.levi.com/GB/en_GB/clothing/men/shorts/cut-off-carpenter-shorts/p/A46860002 (Accessed: Apr 13, 2023).
Dark denim + NET SUSTAIN boyfriend organic jeans | GANNI | NET-A-PORTER.
Available at: https://www.net-a-porter.com/en-gb/shop/product/ganni/clothing/wide-leg/plus-net-sustain-boyfriend-organic-jeans/1647597289114119 (Accessed: Feb 18, 2023).
Dating Levi’s | Vintage Clothing | The Collector's Companion | Your guide to antiques, vintage & collectables shops, fairs & auctions.
Available at: https://www.thecollectorscompanion.co.uk/features/vintage-clothing/dating-levis/ (Accessed: Feb 19, 2023).
Diesel Fall Winter 2022 Fashion Show. Available at: https://uk.diesel.com/en/fashion-show/fw22/ (Accessed: Feb 18, 2023).
Dior Men | Menswear - Autumn 2018 | Look 27.
Available at: https://www.businessoffashion.com/fashion-week/menswear-autumn-2018/dior-homme/collection/look/27 (Accessed: Feb 19, 2023).
Dropin Science. Available at: https://hipnostalgik.tumblr.com/post/7510193332/dru-hill-for-pelle-pelle-clothing-ad-scanned-from (Accessed: Feb 18, 2023).
Eminem and Eugene Byrd in 8 Mile (2002). Available at: https://www.imdb.com/name/nm0004896/mediaviewer/rm1466865920/ (Accessed: Feb 19, 2023).
Essential Graphic Logo Relaxed Fit T-Shirt | BEIGE | Tommy Hilfiger.
Available at: https://uk.tommy.com/essential-graphic-logo-relaxed-fit-t-shirt-dm0dm16407aci (Accessed: Apr 13, 2023).
Ethan Straight Stonewashed Jeans | DENIM | Tommy Hilfiger.
Available at: https://uk.tommy.com/ethan-straight-stonewashed-jeans-dm0dm147861a5 (Accessed: Apr 13, 2023).
Graphic Crewneck Tee - White | Levi's® GB. Available at: https://www.levi.com/GB/en_GB/clothing/men/graphic-crewneck-tee/p/224911168 (Accessed: Apr 13, 2023).
Kanye West "Lucky Me I See Ghosts" Sweatshirt Hoodies. Available at: https://kanyewestmerchandise.net/kanye-west-lucky-me-i-see-ghosts-sweatshirt-hoodies/ (Accessed: Feb 19, 2023).
LEVI’S® X PATTA Capsule Collection Fall 2015. Available at: http://www.nssmag.com/it/fashion/7541/levi-s-x-patta-capsule-collection-fall-2015 (Accessed: Feb 18, 2023).
Levi's® X Bape® Patchwork Trucker - Multi Colour | Levi's® GB.
Available at: https://www.levi.com/GB/en_GB/clothing/men/truckers-sherpas/levis-x-bape-patchwork-trucker/p/A11380000 (Accessed: Feb 19, 2023).
Organic Cotton Colourblock Hoodie Calvin Klein® | K10K111651ACE. Available at: https://www.calvinklein.co.uk/organic-cotton-colourblock-hoodie-k10k111651ace (Accessed: Apr 13, 2023).
Our Story. Available at: https://jnco.com/pages/our-story (Accessed: Feb 18, 2023).
Oversized Logo Sleeve Denim Jacket | DENIM | Tommy Hilfiger. Available at: https://uk.tommy.com/oversized-logo-sleeve-denim-jacket-dm0dm161781ab (Accessed: Apr 13, 2023).
Relaxed Graphic Hoodie - Multi Colour | Levi's® GB. Available at: https://www.levi.com/GB/en_GB/clothing/men/relaxed-graphic-hoodie/p/A52440001 (Accessed: Apr 13, 2023).
Relaxed Photo Graphic T-shirt Calvin Klein® | J30J322868YAF. Available at: https://www.calvinklein.co.uk/relaxed-photo-graphic-t-shirt-j30j322868yaf (Accessed: Apr 13, 2023).
Relaxed Straight Jeans Calvin Klein® | K10K1109581A4. Available at: https://www.calvinklein.co.uk/relaxed-straight-jeans-k10k1109581a4 (Accessed: Apr 13, 2023).
Skate Hella Baggy Jeans - Grey | Levi's® GB. Available at: https://www.levi.com/GB/en_GB/clothing/men/skate-hella-baggy-jeans/p/A42980001 (Accessed: Apr 13, 2023).
Sport Colour-Blocked Waffle Texture Hoody | BLUE | Tommy Hilfiger. Available at: https://uk.tommy.com/sport-colour-blocked-waffle-texture-hoody-mw0mw30380dw5 (Accessed: Apr 13, 2023).
Type I Trucker Jacket - Blue | Levi's® GB. Available at: https://www.levi.com/GB/en_GB/clothing/men/type-i-trucker-jacket/p/A31740006 (Accessed: Apr 13, 2023).
Unisex Utility Denim Jacket - CK Standards Calvin Klein® | K10K1120021A4. Available at: https://www.calvinklein.co.uk/unisex-utility-denim-jacket-ck-standards-k10k1120021a4 (Accessed: Apr 13, 2023)
Charles BlouinGascon (2020) Put That On Your Playlist: Two Dope Boyz (In A Cadillac) | by Charles BlouinGascon | amanmusthaveacode | Medium. Available at: https://medium.com/amanmusthaveacode/put-that-on-your-playlist-two-dope-boyz-in-a-cadillac-b935497ae28a (Accessed: Feb 19, 2023).
City Gears (2017) Air Jordan Retro 6 . Available at: https://twitter.com/citygear/status/839911418589773831 (Accessed: February 19, 2023).
Dan Runcie. (2018) 'Timberland Showed Up Late to the Cookout', Trapital, -03-01T02:01:32+00:00. Available at: https://trapital.co/2018/03/01/timberland-showed-up-late-to-the-cookout/ (Accessed: Feb 19, 2023).
David Wojnarowicz History Keeps Me Awake at Night(For Rilo Chmielorz), 1986. Available at: https://whitney.org/exhibitions/david-wojnarowicz?section=5&subsection=3 (Accessed: Mar 16, 2023).
Gevinson, T. (2012) Rookie » Wonder Years. Available at: https://www.rookiemag.com/2012/07/wonder-years/ (Accessed: Feb 19, 2023).
Hector Tre The impro. Available at: https://www.instagram.com/_ectortre/ (Accessed: February 19, 2023).
IRVING OALA and DONNA MCCONNELL (2013) Kris Kross star Chris Kelly dies aged 34 unresponsive home.
Available at: https://www.dailymail.co.uk/tvshowbiz/article-2318067/Kris-Kross-star-Chris-Kelly-dies-aged-34-unresponsive-home.html (Accessed: .
Nast, C. (2018) P. Diddy's 1990s hip hop style in 17 vintage snaps
. Available at: https://www.vogue.fr/vogue-hommes/fashion/diaporama/pdiddy-puffdiddy-sean-combs-no-way-out-ill-be-missing-you/53545 (Accessed: Feb 19, 2023).
Nast, C. and KERRY MCDERMOTT (2022) 26 Times Kate Moss Made A Pair Of Jeans Look Better Than Anyone Else Could.
Available at: https://www.vogue.co.uk/fashion/gallery/kate-moss-jeans (Accessed: Feb 18, 2023).
Staff, U. (2021) 501® Blues: A Look Back at the Levi’s® Ad Campaign. Available at: https://www.levistrauss.com/2021/08/10/501-blues-a-look-back-at-the-levis-ad-campaign/ (Accessed: Feb 18, 2023). .