Abstract
This report aims at analyzing the advertising campaign of Levi's new product, the Levi's Curve ID. By using RABOSTIC method this will help us to understand the integrated marketing communication methods chosen by the brand and what they bring to realize.
In 2007, 1.8 billions jeans were marketed in the world accounting to a profit of 51.6 billion dollars. Before 2014, the number of jeans sold will be 2 billions. (Jean et Denim 2010). However, in 2010, sales declined because of the economic crisis the market for jeans had difficulty in being renewed.(Jean et Denim 2010).
The jeans are adapted to consumers' segments and it ranges from 10£ ( Primark) to 900£ (Dior). That is why the competition in the market of Jean is very strong. Levi's, is creative and has innovated since its creation. Recently more modern competitor brands have come in the market (Diesel, Kaporal, Beauty queen Sixty) (Please see Appendix 1 Map of location of Levi's). Even if the competitors have a higher sale price. Today jeans is considered to be a luxury garment. Formerly Levi's was the leader of the market with its model 501, nowadays Levi's is late with regard innovation compared to its competitors.
