San Fransico Business Times, via MSNBC, has an article looking at new strategies being employed by the denim maker, Levi’s (see: Seeking a stylish strategy, Levi’s tries on girls’ jeans). Looking for a way to expand their market share and regain their position as a market leader, Levi’s is better look at styles they offer and rolling our new retail locations:
Opening its own stores is one way Levi’s can counter changes in the wholesale market, analysts say. It has already opened seven of a projected 20 stores in 2007. There are 45 U.S. stores now open.
“If you are an apparel supplier, it is imperative that you develop your own retail stores to protect your business,” said Howard Davidowitz, chairman of Davidowitz & Associates Inc., a national retail consulting firm. Though Levi’s still has an 80 percent share in department stores, “You can’t put your faith in department stores, who are pushing brands less and less and private label more and more.”
Retailers, like Kohl’s and JCPenney, have been aggressively pushing their private label brands over the national brands that were the cornerstones of their stores. This is not a trend unique to these mid-tier retailers, as this private label push is seen all throughout the retail spectrum. This doesn’t mean that iconic, national brands like Levi’s are going to disappear from stores anytime soon, but it does mean that they have to adapt to the marketplace and become more self-sufficient.
I’ve been to the Levi’s store in Atlantic City and it’s great. Every style of denim that one would be looking for is there, with great visual merchandising and one of the best denim presentations you will find anywhere. Levi’s knows how to create a destination shopping experience and make themselves look good.
These store fronts work in conjunction with the department stores that already carry Levi product. The department stores will, typically, serve as a means for the masses to pick up the go-to Levi styles, like the 501, 505, and 550. The Levi storefront reenforces the iconic nature of Levi and enhances awareness of the premium offerings that they have, including the $260 Redwire iPod jeans.
While Levi’s still has a good presence in department stores, I wonder how much of the overall denim has shifted away from department stores (and the Levi brand) and towards teen retailers such as Abercrombie & Fitch and American Eagle. I have to imagine that it has been a signifigent share.
The increased retail locations work well for Levi’s. They will increase brand awareness and drive bottom line results. But they still have to stay on top of the game, as far as trend and style, and it appears that they are:
For men, she’s chasing what she calls a “scene stealer,” a college-aged guy who’s fashion aware and spends more on clothing. His female counterpart is another that Levi’s is “aggressively pursuing.”
To reach these consumers, Zakem has overseen the design of a “slouch fit” jean for men that combines skate and urban cultures with a loose fit in the hips and seat but a tight fit at the lower leg. For women there’s a “perfectly slimming” jean that has a girdle-like technology in the waist.
Zakem said she will seed the coasts with these products, and if they succeed, they will work their denimmy way into the heartland and less edgy retailers.
The most important part of that section is how they say that they will seed the market with these new designs. Trends are important in fashion, but will make or break apparel makers depending on how they react to them. I don’t think that denim makers have seen the payoff in the skinny jean trend like they did with the boot cut/destroyed denim look of just a few years ago.
I am most excited about the growth of retail store locations by Levi’s. As I’ve already said, I think they are a great destination shopping experience. Excellent merchandising and visual presentation is something every shopper needs to see more of.
