RE-LAUNCH OF DENIM ICON TO GLOBALLY BOOST LEVI STRAUSS

Levi Strauss & Co. is set to further strengthen its position as the globally preferred denim brand with the launch of their largest international marketing effort ever.

 

The multi-million dollar integrated advertising campaign – entitled ‘Live Unbuttoned’ – will re-launch the company’s flagship jean, the Levi’s® 501®, worldwide in August this year.

 

Debbie Gebhardt, Marketing Director of Levi Strauss SA, says that the Levi’s® 501® fit is a significant revenue-generator for the global business, delivering more than $500million per annum, and with the re-launch of its signature product the company expects a significant boost in sales.

 

“Levi Strauss & Co. have sold over 4 billion pairs of Levi’s® 501® jeans to date, with the company still producing nearly 15 million pairs of this style every year, in addition to a variety of other jeans, tops, jackets, accessories and footwear,” says Gebhardt.

 

Global market research into the health of the Levi’s® brand & the 501® fit specifically recently revealed that it still has strong brand equity in South Africa.

 

“Locally, more than half of the men’s bottoms we produce & sell are Levi’s® 501® jeans.

 

“And out of the company’s entire Asia-Pacific division, South Africa ranked in the top 3 countries in terms of brand recognition, which reflects how strong the Levi’s® 501® brand is in South Africa.

 

“87% of the South African respondents of the global survey reported that they know the Levi’s® 501® jean and 44% claimed to have purchased at least one pair,” she explains.

 

The South African target consumer for Levi’s® 501®’ jeans is also reportedly getting younger. And with the re-launch of the more contemporary-looking Levi’s® 501®, Levi Strauss & Co. expect the fit to become even more popular amongst the 18 to 24 year old age group.

 

“With this year’s re-launch of the Levi’s® 501® jeans, we conducted consumer tests in eight cities around the world, including Johannesburg, to button down the exact fit that our consumers are looking for. The result is a slightly sleeker, slimmer fit that still retains the classic 501® straight leg & button fly, with a wider choice of finishes and fabrics particularly targeted to the younger market.

 

“Over the years, the fit of the Levi’s® 501®’s has subtly evolved, but has always remained on-trend allowing us to consistently maintain our consumer base.

 

“They have remained the denim benchmark for over 100 years because of their continued market relevance, iconic fashion status and the brand loyalty they inspire,” concludes Gebhardt.