Sara AlMusharakh 28881 Meaning of the Levis as

Sara Al-Musharakh 28881

Meaning of the Levi’s as a brand • Levi’s one of the world’s first blue jeans makers • 150 year old History • Levi’s has become a source for inspiration • A brand that is known worldwide and it’s red signature tag

Robert Hanson • Robert Hanson is the president of the Global Levi’s® Brand. He began his career as an advertising manager in 1988 at Levi Strauss & Co

Needs of Global Consumers • A brand that is youthful • Affordable • Good Quality • Authenticity

Global Advertising Campaign Theme • The theme of the Global Advertising Campaign is “Go Forth”. Youthful, optimism and energy are at the core of our DNA and this overarching theme resonates with people around the world

d. ENi. ZEN • The d. ENi. ZEN™ name means “inhabitant” – belonging to a community of family and friends. Denim is in the name, the heart of the brand. • The idea that someone who frequents a particular place, the idea of belonging to a community of friends and family • . http: //www. youtube. com/watch? v=1 MAV-_hi 6_s

Target Audience Hipsters from : China India Korea Pakistan Singapore

Media Strategy • TV • Cinema • Print • Digital • Outdoor (Outdoor) http: //www. youtube. com/watch? v=1 MAV_hi 6_s (TV, Digital &Cinema) (Print)

Made in China Vs Made for China • Made for China is targeted and made for Chinese people to consume and wear that is imported to China. • Made in China is targeted for everyone and exported for consumption.