Brand Audit – Levi Strauss & Co.

Brand Audit – Levi Strauss & Co.
Student’s Name
Institution
Brand Audit – Levi Strauss & CO.
History
Levi Strauss founded Levi Strauss & Co. in 1853. The company is headquartered in San Fransisco, California, and it has close to 14,000 employees worldwide. The clothing brand has transitioned from workplace apparel to fashion, and most Americans proud themselves of having an authentic brand when wearing blue jeans. Levi’s has become a global brand, having a presence in more than 100 countries and more than 500 stores globally (Levi’s® US, n.d.). As a result, Levi’s has shifted its business model to encompass apparel products’ design, sale, and marketing (Levi’s® US, n.d.). The company registered net revenue of $4.45 billion in 2020, a decline from the previous $5.76 billion in 2019, with the COVID-19 impact bearing the blame (Statista Research Department, 2021).
Mission and Vision
Levi’s mission statement is “to sustain responsible commercial success as a global marketing company and a branded apparel.” The company’s mission statement depicts important elements that are characteristic of a well-crafted mission statement: the company’s urge to attain global success and also to be the industry leader in the apparel industry.
The company’s vision statement states, “we are the embodiment of the energy and events of our times, inspiring people with the pioneering spirit.” Levi’s came about as a result of the event of the time, which has been well captured in the company’s vision. Aware of the generational discrepancies, the company’s vision has been crafted to portray some element of flexibility to accommodate generational changes that come over time, bearing in mind that Levi’s is over a century old.
Positioning Statement
Levi Strauss seeks to emerge as the global leader in the casual apparel industry, specifically focusing on its authentic brand that originated from the initial blue jeans. To differentiate from a bunch of other key industry players in the apparel industry, Levi’s is overly committed to being authentic and adopting new technologies to enhance the quality, style, and feel of jeanswear.
Brand Valuable Capabilities
Valuable capability

Advantage

Sticking to casual wear -denim

This is a significant feature of authenticity within the company.

Diversity of the products

Levi’s commitment to upholding diversity can be seen from the diverse product ranges and the people from all races and walks of life on their website. This helps paint a picture of Levi’s as a socially responsible company.

Equity and non-discrimination a core values for Levi’s

Inclusivity is the other element that complements diversity within Levi Strauss, and the company partakes in activities that seek to uphold equality (Levi Strauss & Co., 2019). This is also a useful aspect of social responsibility that consequently enhances the brand

Sustainable supply chain

Levi’s digitization in the production and supply chain enhances sustainability by minimizing the chemical used and the carbon footprint in the supply chain (Henderson, 2020).

Global customer-centric focus

Levi’s has adopted a management style that seeks to put the customer’s interest first across its global platforms.

Capabilities that need improvement


Customer segmentation strategy

The good, better, best pricing strategy adopted by Levi’s across its e-commerce platform and brick-and-mortar stores work against the customer-centered value (Light, 2020).

Lack of aggressiveness with brand promotion

Levi’s is reluctant to advertise its products on major advertising platforms, missing out on the opportunity to improve customer recall and brand popularization.

Target Market
Market segment

Target customers

Demographic

Most of Levi’s products mainly target th...