Premium Jeans Essay - 1083 Words

PrSummary: This case study talks about the slowdown in the premium jeans market. The first slowdown was in 2007, after that time premium jeans never the same. Between 2008 and 2010 the premium denim prices fell 10-15 percent over this time period. There were different tactics these premium denim designers including 7 for mankind, True Religion, Diesel, Joe Jeans and Levi Strauss tried to attempt to maintain their positions. Some did this by lowering the price of jeans, creating lower priced jeans (i.e. recession collection and jeggings), creating more brands and stores. This case study also talked about the major effects that things like economic issues (i.e. the recession) and rising cotton prices (due to low stockpiles, heavy rains and†¦show more content†¦Diesel’s revenue not only came from making jeans it also came from producing products like wine, cars, fragrances, sun glasses, shoes, and watches. Does True Religion enjoy a competitive advantage in the segment? If so, is its advantage sustainable? I would say that True Religion enjoy a competitive advantage in the segment because this was a company that had been through a slowdown in sales then rose then fell again. Within the times of falling revenue the company still managed to develop strategies so that it wouldn’t end up like other companies such as rock amp; republic that filed for bankruptcy. Even when this brand first started out it had a competitive advantage over 7 for all mankind that only offered 2 basic styles of jeans, True Religion offered 5 styles. Then overtime True Religion became â€Å"one of the highest priced on the market with an average selling point of $196 for woman’s jeans and $192 for men’s jeans in 2009†. This gives give the True Religion brand jeans the sustainability that it needs to stay ahead. Another advantage it had over its competitors is the use of off price retailers such as Nordstrom rack and its outlet stores which lead to â€Å"slow-moving and obsolete invento ry†. True Religion’s was able to sustain exclusive third-party distributors to gain access to upscale retailers in foreign markets. They did this by selling their products toShow MoreRelatedLevis Strauss Canada Holding an Ember: the Gwg Brand1653 Words   |  7 PagesQ1.Why do consumers buy jeans? What is the buying decision based on? - Jeans were invented in 1873 by Levy Strauss. Consumers’ perceptions about jeans are following: 1. Durable and extra strong-In terms of durability Jeans are considered more durable than other fabric pants .This extra strong image attracts customers for the feel of rough and tough personality. 2. 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Sales in 2007  for the jeans market was $16.7 billion, while the projected  sales for 2012 is $19.7 billion (â€Å"Jeans† Mar. 2008). ------------------------------------------------- Read MoreBuckle Company Merchandise Report - Apparel Buying1408 Words   |  6 Pageslocation that we visited has a huge Forever 21 store to compete with about three stores down. Buckle carries a range of premium denim - which could not be compared to the price points of Forever 21, but customers generally know that the quality of Forever 21 jeans is poor, and the premium denim that Buckle carries is great quality (and they offer free hemming and alterations on their jeans along with free special orders). The tops from Buckle were similar in styles to something one might purchase at ForeverRead MoreLevi Strauss Case Study1900 Words   |  8 PagesIntroduction: This paper deals with the marketing strategies for the Levis Strauss brands to become the top brand in the world in various kinds of jeans and other apparels. Levis Strauss is having the 75% share in the GWG but allowed them to maintain in their own way. The GWG was also the first to produce pre-washed jeans and had a good position in the market. GWG and Levis Strauss Canada were concentrated on the high class people and not much concentrated on the retail market with this oneRead MoreDiesel Marketing Strategy6776 Words   |  28 PagesIntroduction    Jeans are a classic and timeless piece of clothing. This product is now worn by all generations across the globe. At a time when the number of brands offering jeans have grown considerably, Levi s, the market leader, now faces strong competition from Diesel, which has emerged as a must-have brand owing to its originality and creativity, with daring and provocative style and cuts. Founded in 1978 by Renzo Rosso (photo), the company offered an entirely novel concept: original jeans, achieved