Levi's has a couple different marketing channels. They sell a selection of their products to retailers such as TJ Maxx, Macy's and many other popular retail stores. I would have to say that their direct marketing channel is the most well known and lucrative. Levi's differs two options for a consumer to obtain their products directly. The first option is through their worldwide online store that offers one of the largest selections of Levi's products. The second option is in their retail locations, where a customer may choose a product using all of there senses, which personally is my favorite way to shop.
I recently went to visit one of the five locations of Levi's stores in New york City. Store #185 is on Broadway in-between Broome & Spring in the SoHo district of Manhattan. It is a highly touristic destination known for having popular clothing stores, restaurants, and street vendors. This location has several competing brands in the surrounding area -- Topshop down the street, H&M next door, and Uniqlo across the road. It is easy to say that the consumer has many options as to where they would like to shop.
Levi's is open seven days a week, Monday through Saturday 10am-9pm, and on Sunday they are open from 11am-8pm. Being in an area with high foot-traffic, and flexible hours, has a noticeable impact on the business, for when I was in there the store was packed with customers.
(Cross-walk- Broadway & Spring)
It seems that Levi's picked the promotion aspects of the retailing mix for the store very carefully. The signage for the store didn't seem over the top, but it was noticeable and easy to spot from over a block away. With three signs and a very carefully designed windows display, there is no doubt it will catch someones eye. As you pass the location there is a sign outside advertising the days available promotions, which is again subtle, yet noticeable.
(Levi's promotion sign and logo banner)
For product, you are sure to find the usual classic jeans, but you will also find jackets, shirts, shoes, and accessories. It was quite interesting seeing a large part of what Levi's had to offer all in one location and being able to try on whatever I desired was a luxury that online shopping will never be able to offer. The one criticism that I have was that some of the stacks of clothes weren't well organized. This, at times, made it difficult to find a particular item or size that I was looking for, and made some sections of the store seem slightly chaotic. I think that there should've a been higher customer to employee ratio so that this problem could've been avoided.
(Levi's 501 section)
Levi's has a very broad price range. Their cheapest item is a bandana for fourteen dollars, and their most expensive item is a $398 leather jacket. As a Levi's fan, it was very hard not to purchase something because everything in the store was set at a very reasonable price for the quality of the products. They carry full price items, and for the people who are in search of an even better deal, a sale section. One can often find that they are running promotions and discounts on regular priced items in hopes of attracting more customers.
(mannequin display, store #185)
The presentation of the store is extremely clear, and straight forward. The design impressed one thought upon me -- a true American brand. I left with that thought because of two key design features. The first reason is the atmosphere of patriotism within store #185. The American flags, red, white, and blue denim colors of the clothing, and the vintage military tents that were converted into fitting rooms, were extremely interesting and different. They conveyed the message "created in America" without having to state it. Americans love their country, and if a brand as American as Levi's displays their origin, it will greatly appeal to their consumers.
(military tent fitting rooms)The second design feature, was the fixtures. The jeans were casually displayed on the table, the wooden platforms, and metal fixtures all gave off a unique industrial style that has long been outdated. I loved these design features. The designers intentions seemed to be an attempt to recreate a 1920's tailor shop, and they achieved that.
Last, but most certainly not least important, is the personnel. As soon as a customer would walk in, they would be greeted by one of the employees. This is refreshing to see, as retail clothing stores tend to have employees who think that they are too cool, and very often neglect the customers. This is without a doubt not the case at Levi's store #185. It is easy to see that the staff are there to answer any questions that the customer may have, or assist them with any shopping problems that one might come across. Most importantly they complete the atmosphere of this location. Cool, young, and helpful are the three words one would use to describe the staff. This is undoubtedly to make a positive impact on their consumers, which in return will increase sales.
(main cash wrap)
I'm beginning to sound like a broken record when I say this, but Levi's has seemed to make a successful business move yet again. Store #185 can not only be enjoyed by the average customer, but it could also be admired from the perspectives of both designers and marketing managers. This store is more than just your average retail channel. Its a 1920's tailor shop, its a military base camp, It's a Levi's store.
