Levi Strauss Japan
Levi Strauss Japan K.K.
1993 Marketing Strategy
Levi Strauss Japan’s marketing strategy in 1993 had served the company well to gain market share up to this point in time. LSJ focused on the young male consumers of Japan. The company portrayed the jeans as fashion-forward American wear through TV commercials and men’s magazines. The distribution channels were also increasing, including urban specialty jean shops and suburban national chain stores. LSJ also sold vintage American jeans as well as currently trending fashion jeans. The fit of the jeans in Japan were designed specifically to fit Japanese body types.
LSJ Product
The product that LSJ offers are Americanized blue jeans. LSJ has capitalized on the want of young Japanese men to emulate American men by making blue jeans an emblem of American men through advertising. While it is important that LSJ maintain its share of the young male market, there is also significant opportunity to meet the needs and demands of the women’s fashion market.
LSJ Price
LSJ has set the price of their jeans to demonstrate the quality and exclusivity of its brand name; they sell for the highest price in the Japanese market. This price aligns well to other aspects of LSJ’s marketing mix, demonstrating that its jean is in high demand that its high quality deserve a high price.
LSJ Place
LSJ has selected distinct distribution up to this point in time. Expanding from solely urban specialty shops, LEVIS are now sold in some national chain stores located in the suburbs. However, the amount of consumer base that LSJ interacts with through its distribution channels is still less than that of its competitors in recent years.
LSJ Promotion
LSJ has relied heavily on promotional activities to increase its demand throughout the years. The company has been spending more on advertising its products than its competitors. Through mostly TV and print advertising, LSJ has focused on increasing awareness of its brand, understanding of its
1993 Marketing Strategy
Levi Strauss Japan’s marketing strategy in 1993 had served the company well to gain market share up to this point in time. LSJ focused on the young male consumers of Japan. The company portrayed the jeans as fashion-forward American wear through TV commercials and men’s magazines. The distribution channels were also increasing, including urban specialty jean shops and suburban national chain stores. LSJ also sold vintage American jeans as well as currently trending fashion jeans. The fit of the jeans in Japan were designed specifically to fit Japanese body types.
LSJ Product
The product that LSJ offers are Americanized blue jeans. LSJ has capitalized on the want of young Japanese men to emulate American men by making blue jeans an emblem of American men through advertising. While it is important that LSJ maintain its share of the young male market, there is also significant opportunity to meet the needs and demands of the women’s fashion market.
LSJ Price
LSJ has set the price of their jeans to demonstrate the quality and exclusivity of its brand name; they sell for the highest price in the Japanese market. This price aligns well to other aspects of LSJ’s marketing mix, demonstrating that its jean is in high demand that its high quality deserve a high price.
LSJ Place
LSJ has selected distinct distribution up to this point in time. Expanding from solely urban specialty shops, LEVIS are now sold in some national chain stores located in the suburbs. However, the amount of consumer base that LSJ interacts with through its distribution channels is still less than that of its competitors in recent years.
LSJ Promotion
LSJ has relied heavily on promotional activities to increase its demand throughout the years. The company has been spending more on advertising its products than its competitors. Through mostly TV and print advertising, LSJ has focused on increasing awareness of its brand, understanding of its