Launching The New Engineered Jeans Essay -- Business and Management St

Launching The New Engineered Jeans2.1 IntroductionThe outline bellows gives an overview of the new engineered jean thatLevis will be entrywayProductA top-end Jean in straight cut that is fits snugly and is flattering,well cut using the engineered technologyPrice90Target memberFashion conscious female18-35yrs2.2 Objectives of the Launch============================* Break into Womenswear Market* Re-launch Engineered technology to emphasise fit* Make consumer aware of new product* Increase sales of engineered Jeans2.3 The Marketing mix2.3.1 SegmentThe Womens market has been the by far the strongest sector in termsof increased sales since Jeans sales began to boom in 2001 (seeappendix E), this trend is expected to continue into 2007 (Mintel,2003). After the Male orientated anti-fit campaign, now is a good timefor Levis to turn their attention to the female market.The second of 15-24 year olds in Britain has already increaseddramatically and is expected to grow by around 7% by 2007 (M intel,2003 See Appendix D).At infix Levis do not have our having problems reaching the youngerfemale customer (Foster, 03/2004). If Levis can break into thismarket it will generate a significant increase in sales.2.3.2 ProductIn a recent poll on hanbag.com the Denim Diva look, Jeans teamedwith a sexy top and lavishly heels, was voted the most popular by thewomen who voted (www.wgsn.co.uk, 10/1...