Clothing advertising plan

Levi Strauss's Levi Jeans, which has been in existence for 150 years, was founded by German immigrant Levi Strauss.

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

The domestic market is vast. 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 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. Zhang Yang, youth, relaxation, sexiness, casualness, simplicity, independence, and freedom of liberation... meet the requirements of age and psychology. In the wardrobe of young people, jeans are an essential "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

It is aimed at young men and women aged 16 to 35, with special attention to the needs of white-collar consumers, and other consumers meet their requirements in a timely manner.

Selling point

The jeans themselves can bring a wear experience to the consumer: comfort, casual fit, and personality.

Concept

Let everyone who owns levi's feel that levi's is a high-quality product, so that consumers can say this famous brand with loud and confident, let levi's wear a kind of glory. That is to pay attention to the brand of levi's and the "American spirit"

Products and competitors

The products are mainly for 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 many 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.

Advertising demand strategy

The advertising demand is based on the cognitive and emotional aspects of the advertising theme acting on the customer group, and the functional features generated by the customer group are explained. 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 people's concept that wearing levi's is a series of concepts of individuality, casualness, sexiness, boldness, and quality wear.

Advertising implementation plan

Advertising goal: Open the domestic market, establish the spirit of brand culture, and make consumers recognize.

Advertising time: 4 months

Advertising theme: sexy, independent, free, American spirit

Advertising performance and specifications of each medium:

Print ads: 1 full-page half of the newspaper; billboard; light box

2 TV commercials

3 online advertising: full screen, connection, email

Advertising plan:

1. Newspapers: Full-page advertisements were published in February, 3 times a week for a total of 12 times. Full-page advertisements were published 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 once every day from March to May. Sichuan TV station 4 sets, film and television art channel, channel 33

3, outdoor: 1 year

4, the network: 4 months

Other activities: obtaining naming rights, setting up draft events, giving small gifts, etc.

Advertising expense budget

1. Planning and creative cost of advertising: 50,000

2, production costs: ?

3. Media costs: huge

4. Other expenses: bigger

TV advertisement:

Wandering articles:

On the hot summer road, there is a bus license plate on the roadside. The car stops. A hot blonde is coming down from the car, carrying a backpack, holding her guitar and walking forward 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, turned in the opposite direction, striding away with a smile

Advertising words: With levi's, you have the whole world.

Print Ads

1, lifesaving articles

At the top of a tall building, a uses a pair of jeans to hold the b, b, which is vacant, and reveals the expression of trust and happiness.

Advertising word

2, the traditional articles

It is a bit like the ancient criminal law of "cracking", except that the cracked thing is replaced by "levi's". The two horses are pulled in the east and west directions.

Advertising words: "Tear can not tear open"