Clothing planning book

In the 1950s, large gold mines were discovered in the western United States, and countless people who made their dreams of fortune flooded into the desolate and desolate west. Levi Strauss, a 20-year-old hairy guy, couldn't stop the temptation of gold, gave up the long-lost civilian job, and joined the mighty gold rush. Levy came to San Francisco. Because of the large number of gold diggers, he took the initiative to give up the gold rush from the sand and change the gold rush from the gold digger. He opened a small shop selling daily necessities in the local area, and the business was very prosperous, but the large number of tents used for tents and horse-drawn canopies were unattended.

In order to deal with the backlog of canvas, Levi tried to use it to cut pants with low waist, straight leg and tight hips, and sold it to the goldsmith. Because it is more wear-resistant than cotton pants, it is greatly welcomed by the goldsmith. "Levy's pants" did not leave. Levy sold a small department store and opened a company specializing in the production of canvas overalls. In the 1930s and 1940s, American western movies were popular. Levi used this opportunity to let Hollywood movie stars wear "Levy's Pants" during the performance, playing the role of the handsome and handsome western cowboy in the film, so the fans put on the overalls wearing the pants. Called "jeans". Since then, many people in the eastern United States have also adopted a pair of jeans as a fashion.

When Robert Hayes led Levi in ​​1996, he placed one of the world's most successful brands under four people: he, a monk and two cousins. The Harvard mba, who had worked for Peace and McKinsey before joining Levi, brought the enlightened management method to Levy, an old-fashioned clothing manufacturer, and got the media up and down. The company has also gradually repositioned its mission: Levy has to change from a responsible and successful company to “the authority of casual wear”. Levi developed a “global thinking, local action” strategy to become a global American apparel manufacturer. In most foreign markets, Levi is boldly advocating its deep American culture, and most European and Asian consumers consider Levi jeans to be synonymous with special style. Levi's bold and innovative global marketing activities have achieved excellent results. As the domestic market continues to shrink, foreign sales have become the main reason for the growth of Levi's. Market analysis is broad in the domestic market. At present, there are few jeans brands with world influence in China, and consumers have a lot of demand. For the high quality, jeans with good pants are more popular and most popular among young people. As China joins wto, a brand that represents foreign culture and traditional spirit, it will surely attract consumers with its rich content. The positioning of products in the market. Today's young people like to wear casual pants. Jeans can fully express the personality traits of young people in this respect. They are unassuming, youthful, relaxed, sexy, casual, simple, independent, and free to liberate... Meet the age and psychological requirements. Nowadays, in the wardrobe of young people, jeans are an indispensable "wild clothing". The style is simple and smooth, easy to clean, suitable for many occasions, and the jeans with beautiful lines can attract more people's attention. Consumer analysis is aimed at young men and women aged 16 to 35, with special emphasis on the needs of white-collar consumers, and other consumers to meet their requirements in a timely manner. Selling jeans can bring a consumer experience: comfortable, casual, and individual. The concept makes every person who has levis feel that levis is a high-quality product, so that consumers can speak this famous brand loudly and confidently, and let levis wear a glory. That is to say, the Levis brand and the “American Spirit” products and competitor products are mainly aimed at white-collar men and women, which makes the coverage of the products have certain limitations. Therefore, it is necessary to carry out some promotion and promotion work at an appropriate time. There are a lot of competitors, like the level of lee, miss sexy, etc., as well as some brands extending the direction of jeans, such as esprit etam only vero moda. Advertising strategy advertising performance strategy: highlighting the brand spirit with bold imagination and rough color, in this spirit to impress consumers and make the brand deeply rooted in the hearts of the people. The advertising demand strategy advertising demand is based on the cognitive theme and the emotional level of the advertising theme, which promotes the functional characteristics of the customer group. The demand strategy is a combination of rationality, sensibility and emotion. Therefore, through the shaping and publicity of the brand spirit, it should be formed in the people's concept that wearing levis is a series of concepts of individuality, casualness, sexiness, boldness, and quality wear. Advertising implementation plan advertising goal: to open the domestic market, establish a brand culture spirit, and make consumers recognize. Advertising time: 4 months Advertising theme: sexy, independent, free, advertising performance and specifications of American spirit media: print ads: 1 full half of the newspaper; billboard; light box 2 TV commercial 3 online advertising: full screen , connection, e-mail advertising program: 1, newspaper: February full-page advertising, 3 times a week, a total of 12 times. Full-page ads were posted on weekends for a total of 12+2*4=20 times. The semi-page advertisement will be published once a week from the next month, and will be 16 times in May. In Chengdu Business Daily, Huaxi Dushi Bao 2, TV: 2 times in prime time every day in February, and broadcast once every day from March to May. 4 sets of Sichuan TV, film and television channel, 33 channels 3, outdoor: 1 year 4, Internet: 4 months Other activities: obtaining naming rights, setting up draft events, giving small gifts and other advertising expenses budget 1、Advertising planning and creative expenses: 52,000, production costs: ? 3, media costs: huge 4, other expenses: larger TV commercials: Wandering articles: On the hot summer road, there is a bus license plate on the roadside, the car stops, a hot body The hot blonde came down from the car, carried a backpack, took her guitar, and walked confidently. Behind him was a limousine. The driver was a handsome man in a suit. He stopped at the heroine and hoped to take the heroine on the bus. She smiled and turned to him. She bent down and adjusted her tone. The tie then went away with a smile. As night falls, the tent, the bonfire, the heroine playing the guitar and a wandering painter who is painting, very comfortable, the painter opened his eyes and found that the heroine is gone, he chased the past and saw the heroine The back is getting farther and farther. He shrugged and turned in the opposite direction. He smiled and walked away from the ad: with levis, he had the whole world. Print advertisement 1 , life-saving articles at the top of a high-rise building, a use a pair of jeans to hold the b-strapped b, b reveals the expression of trust, fortunate expression 2, the traditional article is a bit like the ancient criminal law "cracking", but only To change the cracked thing into "levis", the two horses are pulled in the east-west direction, and all the jeans are not bad. Advertising words: " Can't tear open can't open"