Levi's at Citadium in Paris - SES file photo
As defined Marketing Environment is a marketing term that refers to factors and forces that affect a firm’s ability to build and maintain successful relationships with customers. Levi's Strauss & Co is not exempted from this challenge, and as a result have resulted to ways of combating it.
Long-established brands must innovate, move with the times and strive to turn “moments into momentum” if they are to compete with start-ups, executive vice president and president of Levi’s James Curleigh said.
Unlike other companies, Levi's plans to focus on its business core which is its 501 denims and its biggest market which is the United States, also continues to work on a major restructuring initiative that includes streamlining its planning and go-to-market strategies, implementing efficiencies across its retail, supply chain and distribution network, and improving procurement practices. Below are the arears Levi's wants to improve upon.
- Working like a start-up
- Driving its profitable core business
- Expanding the reach of its global brands and building a more balanced product portfolio
- Elevating the performance of its retail channel, including ecommerce
- Leveraging its global scale to improve cost structure.
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