Tuesday 20 December 2011
Saturday 17 December 2011
ENJOY CHRISTMAS SHOPPING - BY LEVI'S
Still no ideas for christmas' gifts ? As fashion experts addicted to jeans, we will help you make the right choices!
FOR WOMEN
The New Star of the Levi's brand:
The 501 Boyfriend.
With its 5 pockets, a low waist (5 to 6cm below the navel) and a 100% quality cotton, the Boy Friend jean is undoubtedly the trend of the moment for its fashion and offbeat look. Its washed style, regular fit and seams recognizable at first glance are the characteristic features of the brand.
Advised for all fans who want to feel comfortable into a big and ripped jean, looking like 501.
AVERAGE PRICE : 120€
FOR MEN
The ultimate skinny jeans for men : THE LEVI'S 511
A Trendy slim model, with 5 pockets, zip fly and 100% cotton. Caring for its aesthetics provide a remarkable garment both in its capacity and its look. The 511 is the ultimate Levi's slim that has a perfect shape, not too tight, but in a very comfortable classic slim. The skinny jeans reflects a rock'n' roll state of mind. Recommended for fashion men. Wear it with derbies and a checked shirt.
AVERAGE PRICE : 115€
DON'T HESITATE & GIVE IN TO IT!
Thursday 15 December 2011
WHO WEARS LEVI'S ?
Let’s discover our brothers in arms. Let’s pay attention to those people who buys a 5-pockets piece of history. Who are they?
Potentially Levi’s can target anyone. Anyone can wear Levi’s and the long history and existence of Levi’s prove its universality. However, if the target market is huge, the brand identity of Levi’s tells us who buys Levi’s. First of all Levi’s is definitely for the youth rebellious people. The last Go Forth advertising shows it. This is deeply rooted in the history since 1960’s when students protestors adopted jeans as uniform. However, the classic vintage image of Levi’s has evolved, following the trends of the market. The Levi’s jeans became fashionable items and seduced a larger consumer target. 
Then, the price of the product is quite high. That is why young elite upper class and trendsetters are also Levi’s consumers. Wearing a Levi’s is a sign of quality but also of sophistication. Also, the variety of cuts enables to potentially satisfy everyone. The cowboy would have its bootcut, the casual guy would buy a regular, the slim will goes on fashionistas’ legs while the baggy one would follow the trendiest skateboarders. This is the substance of Levi’s: tending to universality.
"Many customers want an all-American jean, and Levi's is a name associated with that," says Darcy Penick, an assistant buyer with Neiman Marcus Group Inc. This is another common point of Levi’s consumer: they buy a heritage. Levi’s has satisfied Men and Women for generations, they keep on doing it.
Crossing someone in the streets who wears a Levi’s might create a strong feeling of community and a sharing of value. Simply because Levi’s heritage is already on him, is already on you.
Sources:
Tuesday 13 December 2011
I WILL LOVE YOU TILL THE END OF TIME...
Blue Jeans, white shirt... it is THAT easy to make someone fall in love with you! At least thats what Lana del Rey says! Enjoy, and never forget: It's already on you...
Saturday 10 December 2011
WHO WEARS SEVEN?
Well yeah, what makes the crowd go for the expensive 7 jeans? Why are there apparently so many people who rather spoil their entire salary on one pair of blue jeans than go for ones that wont leave a huge black hole in the wallet? I tell you why, because the 7 wearers know what makes their butt look good. They also know that the only jeans brand to give them that are the ones with the 7 logo. 7 gives them jeans with the best fit and the best fabric on the market.Larissa Noble, creative director of the brand defines the 7 wearers:
”Our customers are fashion innovators, those who take risks and set the trends. They enjoy being stylish and have their finger on the pulse of fashion.”
People who choose to buy 7 for all Mankind jeans are keen to be in the forefront of what’s new and trendy, but do not let quality fall behind. If it is a choice between quality and price, the first will always be the case for 7 lovers. You just can’t put a price on fashion, innovation and quality! And apparently this is crucial for the 7 wearers, from age 15 to 40, famous or not famous, boy or girl, dark or light wash, skinny or boot cut, it is important for All Mankind.
The ones flashing the 7 logo on their back-pockets are peoples that now what the trend report says and also a keen to choose fit and feeling comfortable before price tag. There is no year limit and the 7 family stretches from 15 to 40, boys and girls, famous or not so famous, boot-cut lover or skinny leg adorer – 7 for all Mankind lives up to their name!
Who is the ultimate 7 wearer, according to Larissa? Well, in the end all.
Who is the ultimate 7 wearer, according to Larissa? Well, in the end all.
Read more:
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Thursday 8 December 2011
DIESEL - BE STUPID
The Diesel brand is very much built on identity. The Diesel customers relate to the brand by either fitting the identity profile or aspiring to become what the brand represents. The customer image proposed by Diesel is very strong, perhaps too strong to be influenced by the customers. However, this need not be a problem for Diesel as long as the customers want to celebrate the rebellious, care free, individual and independent lifestyle which Diesel promotes.
Many of Diesel’s advertising campaigns are very different from the advertising of other high end fashion brands. The Be Stupid campaign is a good example of how the Diesel customers relate to the controversial message. Some customers find the message of the care free life amazing, while others admit to not understanding the idea, which might make them stupid, but that is perhaps what is cool.
Additionally two of the ads were banned in the UK, this only underlines the rebellious nature of the Diesel brand.
Read more:
Tuesday 6 December 2011
EXPERIENCING WRANGLER
So far, we learned something about Wranglers heritage, their main products and their branding strategy. But what really describes the Wrangler brand? What is it that makes customers repeatedly buy their favorite denim jeans? And what is it that keeps the brand alive?
In order to have a look at why customers decide to go for the name WRANGLER when shopping for jeans, we will have a closer look at the brand.
"A Brand is a complex symbol. It is the intangible sum of a product's attributes, its name, packaging and price, its history, reputation, and the way it's advertised. A brand is also defined by consumer's impression of people who use it, as well as their own experience." David Ogilvy
These experiences people have and make of brands are divided into internal and external experiences as can be seen in the following figure of the identity prism model. The model consists of external facets, namely the brand physique, the relationship mode and the customer reflected image, and of internal facets, namely the brand personality, culture of the brand and the customer self-concept.
The typical Wrangler customer, as illustrated in the identity prism, wants to live the American way of life. He either is or strives to be a Cowboy and does so by wearing a pair of Wrangler jeans. By picking this kind of jeans customers of Wrangler lie their trust in the quality of the products and value the authenticity of the brand. This is what makes Wrangler customers addicted to their denim, but what about you? Is Wrangler already on you?
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Saturday 3 December 2011
CODE NAME: 501
It’s time! It’s time to talk about the diva of the jeans industry, the star of the stars that is still the number one for more than a century. It is a faithful friend that follows us all the time. I want to talk about the LEVI’S 501. Only 3 numbers are necessary to breath the whole essence of the jean’s spirit. 501 talks about a full octane rock’n roll, riding a chopper on the road 66. But it has also adopted the trend of each time while keeping on reinventing it. Nowadays the Levi’s 501 is a must have fashion accessories that can fit to every occasion in our modern life. It is incredible that a real myth can be incarnated by a piece of button-fly fabric with five pockets and a red logo on the back. Registered in 1873, and named according to the reference number of the fabric package, this blue jeans is still satisfying both men and women thanks to its unisex approach. You can go in every Levi’s store and ask for a 501 and you can be sure that it will fit you and be perfectly in the trend of the moment. This blue jeans has changed the world and according to the last Go Forth advertising campaign of Levi’s, the 501 is a weapon to re-conquer your life and keep on changing the world. Honestly, to whom it has never happened to wear a Levi’s 501? To whom it has never happened to feel that this blue jean was especially made for you, was already on you?Read more :
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Thursday 1 December 2011
NY-DARK WASH
Today 7 For all Mankind has a wide range of products and tries to find new stuff to put into their collection to keep on defining the Seven lifestyle. But looking through their portfolio you will feel that they still have their heart grounded deep down in denim. Because in the end, it’s all about the heritage! That’s why this post will give you a small insight to their absolute first pair of jeans that was the very start of the LA based brand. Enjoy everyone!
The New York dark wash denim jeans was first launched in a boot-cut fit, only for the hip and trendy Hollywood women. Made in the dark inky blue 11 oz Italian denim, with a special washing process that makes every single pair unique, the wearers will never find anyone else with the exact same pair of denims. A perfect match for the picky and self-aware women of the Californian coast. Of course they have the signature 7 whiskers featured at the pockets, this “squiggle” back pocket design is still Sevens best selling product. As for now, Seven jeans can be found in a range of different styles, cuts and washes, but the original is still a favourite among the lovers, you will be able to find the Dojo (the name of the 5 pocket original jean) on both women and men, both famous and anonymous, everyone wants their Dojo. The contamination by the 7Fam is thereby complete. The Seven lovers already knows, are you in?
Read more:
Photos:
Wednesday 30 November 2011
DIESEL - FOR SUCCESSFUL LIVING
When Diesel was founded the jeans were all about quality, individuality, and uniqueness. This is still the case today. When looking at the newest line of women’s jeans from Diesel, the jeans styles are trendy and well known. The five styles below are high waste, boyfriend, super skinny, skinny, and bootcut. These styles can be found in the collections of many jeans manufacturers; however, Diesel has managed to reinterpret these styles and add identity and personalities to these styles. The styles, now have new names and strong personifications.
The styles are of course fashionable and luxurious jeans, and also the new added personality trades are helping the Diesel to become statement jeans. Just like in the advertising campaigns the Diesel jeans want to give the customers more than just a pair of pants, these are jeans with attitude, personality, and confidence. The Diesel jeans are for successful living!
An example of this is GRUPEE, a super-skinny low-waste jean, for someone who is daring, strong and free spirited. And the the perfect partner for a concert, club, or party.
Diesel is staying true to the philosophy, which the company was found on.
Read more :
Monday 28 November 2011
13MWZ - THE CODE FOR REAL COWBOYS
Our jeans addiction manifests itself in different shapes, sizes, colors, and washings, and addresses different needs of each individual. While some jeans brands focus on being constantly up to date and trendy, others dwell on their heritage and stay true to their roots. Wrangler combines both of these approaches and remains true to the brand's Western roots while still offering new, modern and fashionable products.
Wrangler designed and tested twelve different pairs of prototype jeans until introducing the thirteenth one, the Wrangler 13MWZ, to the American consumers in 1947. Designed by celebrity tailor Rodeo Ben, the first Wrangler jeans ever was designed to meet the needs of cowboys. It was not a coincidence that the professional rodeo cowboys Jim Shoulders, Bill Linderman and Freckles Brown wear-tested the 13MWZ and were the first celebrities to endorse the Wrangler name for durability, quality and authenticity. Since then the 13MWZ is the official jeans of the Pro Rodeo Cowboys Association and has become a true Western classic!
Until today, the 13MWZ is still available worldwide and has remained much the same since its introduction. With its classic five pocket format, Wranglers 13MWZ thrives on the cowboy aesthetic and the preservation of the American legacy. Made for heavy duty use, the jeans is made out of 100% cotton heavyweight to keep it extra durable and make them last a long time. Rivets on all the pockets, double stitching on seams, extra wide belt loops, a higher rise waist and high back pockets make these the ideal rough and tumble jeans.
Since these American classics have been around since the 1940s, you know they’ve got to be good! So give it a try and remember: jeans are already on you...
Read more:
Sunday 27 November 2011
Saturday 26 November 2011
BRANDING LEVI'S
Here we are! It is time to evaluate the branding of the responsibility of our addiction: Levi’s. In other words, we will see why Levi’s is so successful in seducing us and why it is your favorite brand according to our survey.
Of course Levi’s has the first mover advantage, however they invented something which is stronger than anything else since the atomic bomb: the bluejeans spirit. Levi’s only has one message: a cool life is a Levi’s life. It has built an image of freedom, a cool and pleasure-oriented way of living. In fact, Levi’s has reinvented the American way of life. When you think about Levi’s, you think about James Dean…it speaks for itself. This is exactly what you can find in TV ads, print magazines or even on social networks. By the way, about social networks, Levi’s was the first brand to add facebook widget on their website. This proves that Levi’s is not only historical but constantly following the trend of the moment. Levi’s is never late but always in advance!
Let's see behind the curtain and take a look at the strategy Levi's is using to make us so addicted to their creation. The most impressive fact is that your personal reasons for why you love Levi's jeans are the same reasons that are implied by Levi's:
To go deeper, Levi’s makes you feel like a rebel, while still following the latesr trends. Levi’s is what you want it to be. It is the youngest old company in the world. If you want it to be vintage, Levi’s is vintage; if you want it to be classy, it is classy. Simply because they are constantly innovating, while keeping the same roots and values. Levi’s involves us in its own history. You can walk in a Levi’s store and see 150 years of jeans on the wall. You can go on their website and see their heritage. Levi’s is all about storytelling. And you know what? It works! Just take a look into your closet… If you have read this, Levi’s is already on you.
Read more:
Thursday 24 November 2011
BRANDING WRANGLER
Since the launch of its very first jeans, Wrangler has transmitted the virus of jeans addiction to people all over the world. The13MWZ style, introduced in 1947, is still available worldwide. In addition to this, Wrangler has introduced several other lines that are more designated towards specific groups or demographics.
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| All brands of Wrangler. |
Through this brand expansion Wrangler explored new markets and started to introduce its brand to other target groups, apart from rodeo and western wear. However, Wrangler always stays true to its heritage and builds its advertising campaigns upon its american roots while giving them a modern and powerful expression. In 2000, for example, Wrangler launched a TV ad campaign called "Whatever you ride", focusing on core brand values: "Riding is what Wrangler jeans were designed for, and the only thing that has changed since then are the things that we ride!" In 2002, Wrangler launched the TV and ad campaign “There’s a bit of the West in all of us”, staying true to Wrangler’s unique heritage while shifting it to a modern European setting.
Since 2008 Wrangler has built a new strategic and creative platform under the headline of "We Are Animals". Wrangler claims that:
In today’s society, our animal instincts are suppressed by daily modern life, city-living and constant technological developments. Man is an animal, but he no longer acknowledge it. How do we re-awaken our bottled-up instincts to encourage and engage with who and what we fundamentally are ………..by putting all that is pure, natural and instinctive back into man……..because We Are Animals.
The most recent campaign "Stunt" executes the We Are Animals-idea in the form of stunt videos and has been critically discussed all over the media. But have a look yourself, and see if Wranglers newest campaign can transmit the virus...
Read more:
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Monday 21 November 2011
BRANDING DIESEL
Diesel has diversified itself from other brand and stayed true to the philosophy of individuality and targeted their customers who according to Diesel are independent and unique.
Diesel has over the years expressed this philosophy through advertising. Diesel has done many provoking advertising campaigns, some being the ones illustrated below.
These campaigns build the brand by portraying the Diesel customer as the young, independent, rebellious, and open-minded people, who are super cool. For example the people in the Be Stupid campaign are carefree and not bound by the rules and norms of society, e.g. ‘Smart listens to the head –Stupid listens to the heart’ http://jeansaholic.blogspot.com/p/diesel_10.html
Or the statement that smart has brains and stupid has balls – so, if you buy a pair of Diesel jeans, you do not just get a pair of jeans you are following your heart and you have balls, you are sexy, you live fast, additionally you will be able to handle and adapt to global warming is style and with confidence.
Through the years Diesel able to stay true to the original philosophy of the brand, both through the advertising but just as much because they have been able to continuously deliver fashionable, unique products of high quality.
Sex Sells – Live Fast – Global Warming Ready – Be Stupid.
Saturday 19 November 2011
BRANDING SEVEN
7 for All Mankind position their brand in the premium denim market, a segment that ever since their entrance in 2001 has becoming highly exploited by new brands wanting to compete about selling their jeans to the premium price. As of today their is a decline in demand to be seen in this segment and the premium jeans market is said to only count for 1% of the entire jeans market. Giving this rather negative outlook it is even more important for a brand to stand out from the rest.
Seven customers buy their jeans based on the style and the brand recognition. The emotional connection of lifestyle and image they feel towards the brand does even make them pay the higher premium price. Today, in the new environment of the market, a strong emotional connection with the target segment is the key advantage, because customers don’t only buy the jeans with the Seven logo, they buy the idea of the brand. An idea of what this product can bring them in terms of value and status. And who would do it better than the "Lifestyle innovators" at Seven?!
“Branding is about identifying the right demographic, market and target segment, wants need trends, why they buy, then develop a brand/marketing strategy that appeals and retches that group.”
Being aware of who their target customer is and what they look for, Seven has made sure to find the right touch-points and channelling their marketing activities trough the right media. They are very present on the Internet where they have a home web page with both online-shopping and news-spreads. But they are also active on different social media networks, such as Facebook, Twitter and has also a blog, The Denim Dossier, here you can find the newest fits and scroll through pictures of celebs wearing your favorite (and theirs) denim brand.
Yes, 7 for All Mankind know their game, they are aware of what their customers look for and where they look for it. Building a strong relationship, getting to know their customers and spread the news of their best cuts of blue denim, Seven nows where the action is. And they make sure to be there, before someone else is, no matter if it concerns updating their Facebook log or cover the bottom of Cameron Diaz. Doesn't that make you want to be part of the Seven Family too!
So when choosing your blues, choose wisely because don't forget, it's already on you.
Read more:
Webpage and online-shop: http://uk.7forallmankind.com/en_en/
Facebook: http://www.facebook.com/7ForAllMankindEU
Twitter: http://twitter.com/#!/7FAM_EU
Denimdossier blog: http://denimdossier.com/
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