The concept of brand is a bit chaotic.

Stay true (true self), Go forth (forward W+K), Live in Levi (s), Levi's's update on several brands of core Manifesto in a few years is clearly not a wise move, and is not conducive to the brand image of brand in the minds of users.

Products and channels are also confused.

The cheap series Levi 's trauss Signature, which was launched in 2003, has attracted customers' complaints, selling in WAL-MART, Kmart and other large stores, bringing sales growth, but it has pulled down the brand image.

In 2010, the half price dENiZen (tannin) sub brand was introduced. After two years, it was cut off the continuous loss of Asian business and pferred it to the US middle and low end market.

The user is in a mess.

"Business week" once commented: "the two groups of people who chase fashion and favor low prices are all lost by Levi's."

A survey by BrandIndex, a brand consultancy, found that in the US market, consumers between 18 and 34 years old have a declining desire for Levi 's.

Consumers over the age of 50 have become their biggest buyers.

Competition always makes trouble.

Latecomers always take the lead off guard.

In addition to the curious Lee, sexy CK, or the wild Cowboy brand competition such as wild Diesec, almost all fast fashion brands such as Uniqla, H&M, ZARA and so on will launch the cowboy series, and the price will be around 300 yuan, forming a great pressure on Levi s.

In addition, aspire to become the representative of the new cowboy dress of China's first Cowboy brand -- JASONWOOD brand strategic planning techniques mature, publicize the "Insist on mine" (insist on my) brand declaration, focus on design and innovation, more "paste" the shape of Chinese young people, and rely on channel expansion under the condition of not much marketing communication, more and more popular among young people.

McKinsey's Chinese consumer survey shows that high brand dependence and low loyalty co-exist.

Levi, s, what is the new blossom of this old tree before it is abandoned?

On the red walls of San Francisco headquarters, Levi's's core spirit is displayed: Empathy (empathy), Original (original), Integrity (integrity) and Courage (COURAGE).

This is the source of Levi's brand's connotation.

More often than not, Levi's is respected as an original pronoun and remembered as a classic shaper.

In the past, emphasis has been placed on "courage" and "integrity", such as the slogan of "true self" and "rushing ahead".

Five years ago, the Go forth created by advertising company W+K for Levi's originated from the story of the founder's brave pursuit of the horizon.

However, in today's diverse and noisy era, young people have begun to dislike paternalistic sermons and inspirational ambition, and do not like to bend around and live more comfortable themselves.

What factors are more representative of youth, vitality and never outdated Levi's? What factors are the main attributes of today's youth? The empathy of the essence of a brand should obviously become the origin of thinking.

Empathy is the ability to enter and understand the inner world of others, and to convey this understanding to others.

Brand refining

It is the absolute principle to think about the right place and make the core value of the brand match the interests of the target audience.

Different from traditional marketing communication persuasion, empathy requires enterprises not only to modify others, but also to amend themselves. Only in this way can we win the support of users' true feelings.

Levi's and advertising agency FCB are exploring the value orientation of young people. We gradually find that we live in the world and are busy every day. Although it seems to be seeking wealth, power, health and beauty, the ultimate goal is actually to make ourselves happy.

But are we happy if we have those? If happiness can be "on call" around us, will it be difficult to get close to it? People are not happy because of success, but because happiness is the only way to succeed.

In the process of struggle, we should add some materials to our life, do nothing to find amusement, and become the sun version and courage fan.

Finally, through the study of millions of fans in the world, Live in Levi 's (live interesting) brand movement was born.

In this way, Levi's has made the young people free from their distant dreams and struggles, so that they can become more energetic and endure, so that they can enjoy the reality and get out of a new way of interest.

Levi's, who didn't sing the high profile, started sharing with you, playing with young people and being crazy and happy together.

FCB West Chief Creative Officer

Also make an approximate comment: "Live in Levi" s will reflect the significance of wearing the brand.

This activity shows the contagious joy of free life.

Levi's is the witness of life story.

From the perspective of competitive strategy development, that year

When using "Stay true" (true self) brand slogan, the brand slogan of Lee is just "Stay curious".

Basically, it is in line with the reverse positioning strategy of "enemy positioning", namely standing on the opposite side of competing products.

Now Levi 's brand new slogan "Live in levi s" "interest" located near the "curiosity" of Lee, the concept of more rich.