Levi's Women

Levi's Brand Women's Retail Marketing Plan

Increasing Sales by 60% in Two Years

Background

The Levi’s brand had aggressive growth plans for women’s products through Sears stores where previously there had very been limited distribution. With over 1,200 stores, Sears represented a significant market opportunity.

Sears shoppers had low awareness of Levi’s brand women’s product, viewed it more as a men’s jean and felt that the fit was not always right.

Sears had also been using Levi’s co-op dollars for price promotional advertising which was delivering an inconsistent brand message and devaluing the brand during a time when Levi’s had launched a major campaign to re-position the brand as sexy and stylish to younger consumers.

Objectives

Increase Sales of Levi's Brand Women's products through Sears Stores
Drive measurable increases in retail store traffic, sales and marketing ROI

Strategy

Focus in-store retail presentation to leverage Levi's brand national image ad campaigns and ease-of navigation for customers through shop, fixture and point-of-purchase programs in over 800 retail stores

Shift co-op dollars toward marketing initiatives to increase awareness and interest for Levi’s brand women’s products and drive retail traffic and sales with less focus on price promotion

Create sales associate incentive programs to create on-floor push to support key marketing initiatives during the year

Levi’s brand merchandise coordinators and printed merchandising guide to train sales associates and improve consistency of the Levi’s Brand retail experience

Print ads in lifestyle magazines targeting young women

Seventeen Magazine sponsored fashion shows in key malls featuring Levi's Brand

In-store try-on promotions supported with radio advertising

In-store Levi’s brand video

Targeted direct mail to Sears customers

Results

60% increase in sales in year one, 20% increase in year two
Program earned Sears’ annual “Partners in Progress” award, given to 1% of Sears’ vendors for “partnership and commitment to business”
Sales and Marketing team earned the Levi’s Brand “Beyond the Blue Award” for “demonstrating outstanding strategic vision, being proactive in identifying and acting on opportunities to grow the business, and commitment to teamwork and customer service
Try on promotion in stores resulted in 2,385 try ons
85% recall of radio advertising
Direct mail generated a 125% ROI, 72% of respondents purchased multiple pairs

Marla Showfer Strategic Marketing

Strategy and Planning to Build Brands and Drive Business