Levi’s International Advertising Strategy free essay sample

The Levi’s ® brand epitomizes classic American style and effortless cool, its core value includes empathy, originality, integrity, and courage. Advertising media Of the many advertising channels used by Levi’s, like TV, radio, newspaper, magazine, we chose the â€Å"magazine print channel† because we think that the magazine ad is pure, that anyone can just take a look and immediately understand the meaning of the advertisement. In this project, we select the Curve ID series ads in USA, Taiwan and China. II. Advertising screenshot See as Appendix 1. III. Environmental analysis and international advertisement ? Culture In the nineteen century, jeans were working pants for American slaves in farms or mines, because they had many different kind of advantages, like being lightweight, comfortable, durable etc. Since the 1970s, jeans have become the trend of world clothing. Jeans became a part of American life and culture since wearing jeans became more and more casual. We will write a custom essay sample on Levi’s International Advertising Strategy or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Actually, jeans are just like a general pants for most Americans. According to the data, almost everyone has five to ten pairs of jeans, or even more in United States. The market demand was relatively bigger than other countries. Many Americans thought that it was very free wearing jeans and also you could wear any style you want, so in the advertising you can see the models look just like general people you would meet on the streets. Their clothes were very free, simple and relaxed, the whole advertisement tried to express a common and cheaper image. 1 Jeans were not common clothes for Asian people, if comparing to United States. Also the market demand was relatively small, it was more high level and expensive products. According to the data, everyone has three to five jeans in Taiwan, so in the advertising you can see the models were very beautiful, the clothes were very high-ranking and whole advertisement tried to express an advanced image. Asians have pursue Western culture for a long time, so you can see most of the models in the Asian advertising were Western people because Asian people thought that western people were more beautiful and good at clothes. Also, America is promoting racial integration, so you can see there were three different ethnicities in the United States advertising. ? Economic The following table is a magazine print channel classification which used some particular characteristics to compare and identify in American, Taiwan and China. Magazine print channel classification America China Universality High Medium Medium Experience High Medium Low Freedom 2 Taiwan High High Low Trademark Act in Taiwan http://ppt. cc/cRFf 4 Universality: The magazines in Taiwan and China were not as popular as in America, so you can see the advertising of Taiwan and China wants to give the reader a quick and great first impression, the colors were various and colorful, the models were beautiful etc. Freedom: U. S. is an open culture relative to others, so they do not have extreme restrictions. However, you still do not put some sensational words or pictures in the advertising. It is not allowed in U. S. or Taiwan, and especially in China. There is really strict regulation in China. Some issues like sex, gender, culture, politics, and so on. Their government really cares about these issues. They will check the context strictly. Experience: There is no doubt that the U. S. is one of the top developed countries in advertising. They are capable of marketing and promoting their products, they can catch what the customers are concerned about. However, Taiwan and China still learn from the Western skills of marketing or promoting. Taiwan is relatively better at advertising than China currently, but the Asian advertising industry is still growing and improving. ? Consumer Levi’s makes jeans for men, women, and teens. Everyone is a potential customer. For example, there are eight types for Americans as Appendix 2 showed, so Levi’s can develop different kind of Jeans to fit different body shapes for them. However, because of fast changes and competition, Levi’s has to develop new kinds of products and advertising strategies. There are different cultures and perspectives between different countries. For Taiwan and China, people pay attention to the slender legs, but Americans care more about the buttocks. In Taiwan, if the jeans look beautiful on the model, then customers will want to buy the product just because of that. Moreover, the difference between China and Taiwan is that China focuses on the expression in print media, and Taiwan focus on the body shape of overall pictures. ? 3 Product Shop Your Shape http://www. shopyourshape. com/ 5 Levi’s Curve ID products have been positioned as luxury products and believe that â€Å"all the asses were not created equal†. Its high quality is communicated by an elegant design and flawless attention to detail. The idea is about the concept of shape, not size, because if you think about it, all women have curves. Levi ’s wanted to understand the unique fit frustrations and build the closest thing it could to a custom fit. 4 Levi’s believe women of all shapes should be able to find a pair of jeans that fit them instead of having to fit into the jeans.