Five branding strategy tips from Levi's
Stephen WhitesideWarc
James Curleigh, president of the Levi's brand, is in no doubt regarding the passion that shoppers have for its products.
"No one doesn't like or love Levi's," he told delegates at the National Retail Federation's (NRF) Big Show 2015 – a conference held in New York during January 2015.
While consumers – which Curleigh prefers to describe as "fans" – are usually very enthusiastic about the firm's jeans, shirts and jackets (and so on), its audience can effectively be divided into three broad segments:
- "Fans that love us and they've...