Levis Is No Longer The Fashion Trend Leader, And Its Market Share Has Dropped To 14%.

Ye Yun, 33, was very fond of his childhood.

Pants.

He also clearly remembered that he bought the first Levis jeans in 2001 when he was still sophomore. It was not 501, but the popular micro pants 517.

That year, Levis opened its first store in Shanghai, with an average price of several hundred yuan more than that of Lee, which entered the Chinese market in 1995.

At that time, ye Yun felt that he had bought the best jeans in the world and was at the forefront of fashion.

But after graduation, ye Yun found some better European cowboy brands, such as G-STAR, Diesel and so on.

In recent years, with income and

With the accumulation of knowledge, his interest has shifted to Japan's tide brand. Samurai, Pure Blue Japan and The Flat Head are now his favorite cowboy brands.

In May 2014, Levis 501 Jeans ushered in its 141st birthday.

But this brand is no longer on most young people's shopping lists.

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Nowadays, many consumers complain about the quality of the cheap brand, whether in the US consumer complaints website Complaints Board or on Amazon.

Perhaps it is not bad compared with other jeans at the same price sold by WAL-MART, but Levis brand itself will give consumers different expectations - it represents a strong, durable, good quality, and frankly Frank western culture.

To expand market share, retailers usually launch a brand that has completely independent names and sales channels. For example, Gap launched Old Navy, and Levis also launched Dockers in the golden age of 1986.

However, Dockers didn't get the success of Old Navy. The group tried to sell Dockers 10 years ago, but it didn't close because of price reasons.

Up to now, 86% of the group's total revenue is from Levis.

Although this cheap series saved the trend of Levis decline last year, the brand experienced two digit growth last year. However, the combination of Levis brand and cheap supermarket image has irreparable damage to the brand image.

This injury may also partly explain why even the Asian emerging markets that everyone is talking about has not brought much hope for Levis.

When more and more young people like Ye Yun, who are keen on fashion, saw Levis in supermarkets in North America, they were disappointed.

In order to attract China's rising young middle class

In 2010, Levi Strauss group also launched a new brand dENiZen for the market, which sells for about half of Levis. At that time, it planned to open 1000 stores in China in 5 years.

However, from its product design to its display, it is not able to compete with the fast fashion brand at the same price. Finally, Bergh decides to stop the loss and pfer the brand to the middle and low end of the US market.

"China is a challenge. We have tough domestic and global brand competition in the face of inventory problems."

Bergh said.

At present, Levis accounts for only 15% of its total revenue in the Asian market.

The effort to expand the product line did not seem to be ideal.

To increase revenue, Levis has launched T-shirts, skirts, like many brands.

Products such as sweaters, shoes and even underwear.

But because of its stubborn brand image, jeans still account for about 80% of sales.

When it comes to the brand of Levis, consumers still think of only jeans.

The long history has become a burden after the popularity of the brand, making it difficult to pform into a comprehensive Gap like the one founded in San Francisco.

Brand.

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