HERE'S MY PROBLEM.

The Levi's brand was losing relevance and market share. Although technically they were the leader denim in terms of market share, it didn't necessarily feel like they were leadingtheir market share was being eaten up by premium brands and then, most recently, fast fashion. Levi's needed to reposition for success-in terms of both financial and equity performance and the overall future health of the brand. They needed to create a clear brand value proposition that was relevant and differentiated, broadly appealing and globally viable. Jen's job was to lead this process and create a long-standing marketing campaign off of this positioning, while inspiring the organization more broadly with this brand direction.

Jen considered her options 1-2-3

OPTION 1

First and foremost, Jen looked at the obvious: Levi's is the original blue jean. The founder, Levi Strauss, and tailor, Jacob Davis, obtained a U.S. patent on the process of putting rivets in men's work pants in 1873, and the company had a rich history that spanned almost 150 years . This positioning asserted the brand's innovator status; it was the oldest and also the first. No other company could make this claim. No one else created the blue jean-or the product category. Although this was a powerful statement, wasn't that relevant to modern consumers. It didn't give them a reason to choose the brand today. Levi's knew that millennials value authenticity, but they needed to either promote this attribute more forcefully or give them additional reasons to choose their brand.

OPTION 2

Jen also looked at a different definition of originality. Her idea was that "originality meant not only first.This concept also referred to the quality of being new, fresh, creative, and independent. Jen looked at creating an association between the brand and the wearer with a position built on the idea that Levi's is as original as you are. This statement was relevant and aspirationalEveryone wants to see themselves as original, unique, and individualistic. And it was certainly believable for Levi's to be associated with this position. The brand had long told a story about individuality, most notably through its strong association with the cultural icon James Dean. The actor's appearance in the 1950s movie Rebel Without a Cause wearing a white shirt, leather jacket, and a pair of Levi's 501s is one of the most legendary images in pop culture. On the other hand, this link with originality no longer made the statement it used to. Many jeans and apparel brands were making this claim ( justified or not). Jen couldn't be sure that this position would differentiate Levi's in the market and give people a reason to choose Levi's versus another brand. However, there was no question that Levi's had a legitimate claim to this space if they chose to remind consumers of their long heritage.

OPTION3

As Jen embarked on research with consumers around the world, she heard a of people talk about all the amazing life experiences they have had in their Levi's They related stories about road trips, first loves, concerts, and all-night dance parties. They talked about the bond they have with their because of these experiences. And they said that they did not have this kind of relationship with their other jeans or clothing items. The relationship with their jeans was special. This inspired the idea: You wear other jeans but you live your life in Levi's. This claim was highly differentiated and more importantly, it made an emotional connection with customers. The downside was that blue jeans were now more of a fashion- oriented product than they used to be Levi's needed to drive a style message in addition to an emotional message. And this connection wasn't as strong in all of the brand's global markets. For example , in China where people hadn't been wearing Levi's for very long, people hadn't had time to forge these connections yet.

QUESTIONS

1- Review Here's my problem.

Review the three options listed and for each option answer the follow

A- Would you choose yes or no

B- Explain your answer