APPAREL MERCHANDISING

LEVIS VS
WRANGLER & LEE
COMPARATIVE RETAIL STUDY PRESENTED BY:-
KOSTUBH KAKKAR(BFT/17/567)
NEELAKSHI SRIVASTAVA(BFT/17/374)
PRIYAL SAXENA(BFT/17/475)
SUKIRTI ARYA(BFT/17/796)
SUMEDH PRAKASH SINGH(BFT/17/2015)
 About Levi’s
 Levi Strauss & Co. is an American clothing company
known worldwide for its Levi's brand of denim jeans.
 Its other products include tailored slacks, jackets, hats,
shirts, skirts, and belts, and it licenses the manufacture of
novelty items.
Levi Strauss & Co

The two-horse brand

 The logo of the brand is an image of two horses on
leather patches, each pulling a leg in opposite directions,
to illustrate how the denim workpants wouldn't break
even under great strain.

Logo of Levi's
 About Wrangler (Competitor of Levi’s)

 Wrangler is an American manufacturer of jeans and

other clothing items, particularly workwear.

 Wrangler is the everyday performance denim brand.

Wrangler's Logo
 They added special features designed to add
functionality to jeans; flat rivets that wouldn’t scratch
the saddle, watch pockets, felled seams for a more
comfortable cowboy ride and 7 belt loops rather than
the usual 5.
The 4 P’s of Levi’s & Wrangler
 Product: Levi’s
 The jeans of the Levi’s brand are authentic and original
in terms of quality, colour and designs.
 In order to make them durable the products have double
stitched inner seams with five different sized pockets.
 The label in leather is one of its distinctive features and
the small red coloured tab is a mark of authentic Levi’s
jeans.
 The jeans are divided further into sub brands like Levi’s
Strauss Signature, Dockers and Levi’s.
 Following are some of the basic attributes of LS&CO.’S
products
Levi's Product Lines
 Variety
 Features
 Design
 Colour
 Size
 Wrangler
 The company produces and  markets apparels
and other accessories. CATEGORY

MENSWEAR WOMENSWEAR
 Under its product line is found jeans, shorts,
shirts as well as eye glasses.
JEANS SHIRTS T-SHIRTS

 Wrangler offer products in categories like

outerwear, workwear, winterwear, outdoor and Product Category of Wrangler
accessories.
 Price: Levi’s
 Levi’s has kept a price discrimination policy for all its
products that are available in different countries.

 The company does not allow flexibility in its prices to

maintain its image of exclusivity.

 Their pricing policy is influenced not by the

competitors but by various other factors like costing,
market affordability and demand for the product. 

 The company does not compromise with the quality

or with the prices of its products because it is
confident of its loyal consumers.
 Wrangler
 The “working class” market segmentation is most suited
by the Wrangler jeans.

 The jeans’ design and construction feature tough and

ruggedness hence characterized with high durability.

 They thus offer very high durability for those on tough

working conditions.

 The pricing strategy is based on quality.

 Place: Levi’s
 Levi’s is a global entity that is divided geographically into three divisions namely Levi-
Strauss America, Levi-Strauss Africa, Middle East and Europe, Levi’s-Strauss Asia-
Pacific.

 Its warehouses are established in every country where it has an outlet so that fast
distribution can take place.

 The company has upgraded all its distributive centres and increased the sales channel
because they wanted to move faster than their rivals did in this competitive market.

 At present Levi’s Jeans can be purchased from any good retail outlet as well as from
the various shopping malls.

 Internet has become one of the major selling options for the company.
 Wrangler
 The company serves a worldwide market, with an iconic status being
acquired in the USA, Australia, and the UK.

 Recent marketing strategies are meant to make the brand acquire the
same iconic status in other parts of Europe.

 Outside Europe, the brand is present in a number of other countries across

all the continents. 
 Promotion: Levi’s
Live in
Levi's
 Levi’s has adopted a cool and trendy promotional strategy Instagra
for marketing their products. m page

 In order to increase the visibility of its products the company

has taken the help of active advertisement.

 It has gone with the concept of off- beat commercials that

are shown in various television channels, in newspapers,
billboards and fashion magazines.

 The company has been introducing new products at regular

intervals like the reversible jeans that have helped them in
gaining continuous limelight.

 Levi’s has a comprehensive and effective strategy that Levi’s Look book
includes the participation of major celebrities.
 Wrangler
 Wrangler uses to reach potential customers is
through the use of media advertisements.

 This includes via the use of football TV

commercials.

 Marketing strategies involve the release of new

products followed by advertisement campaigns
that communicate the fashion and functional
roles of the apparels in the today’s consumer
lives.
Advertisement for Wrangler
 Brand Stores In Patna: Levi’s
 Location: G4, Grand Plaza, Frazer Road, Frazer Road, Patna
- 800001, Near Dak Bunglow Chourha

Footfall in this store

 As this store is located in the major part of the city, good
number of customers visit this store per day.
 According to the manager of this store the average rate of
customers visiting this store is 80-90 per day.

Problems
Levi's Store in Patna
 Frazer road has long suffered from problems of over-
crowding, traffic congestion, haphazard construction of
buildings and illegal hawking.
 Parking space availability is a major problem.
 Wrangler
 There are 9 outlets of Wrangler in Patna.

 Most of the Wrangler’s stores are also located in

the commercial part of the city.

 So, this brand is also doing a good business.

 Location of a store - Wrangler Store - B-75, Maurya

Lok Complex, New Dak Bunglow Rd, Fraser Road
Area, Patna, Bihar 800001.

Wrangler’s Store in Patna

 Current season – EOSS
 The current season stock of Levi’s in
stores is according to the ongoing
season of End of season sale and
products are at 30-40% off and the
new spring summer collection is also Products of
available in stores. New Arrivals

The new collection of jeans

had 511™ SLIM FIT JEANS
of cost ₹3,399.00 and new T-
shirt collection LEVI'S®
Products of EOSS SERIF LOGO TEE of cost
₹1,299.00, such product
 PRODUCT DEPTH & BREADTH
 -LEVIS
501 SKINNY FIT :
501s are what legends are made of and
can be worn by almost all body types and
sizes because they are not too tight and
not too loose, either. There are two types
of 501s: original (with a 16" leg opening)
and shrink-to-fit (17" leg opening).
 505 REGULAR FIT :
Sitting just below the waist with a 16 1/2"
leg opening, the 505 is another pair of
jeans quotient. As the name suggests,
these are a straight-fit jean with a classic
style.
 511 SLIM FIT JEANS
Extremely popular and one of Levi's best-selling pairs of slim-fit jeans, the
511 seems to be the choice of the man of the 21stcentury. They have a 14
1/2" leg opening and are a bit loose at the top, slim at the thigh, and skinny
as they go down. A bit of elastane in the weave gives them their stretch.

 560 COMFORT FIT JEANS :

The 560 is often pegged as the most relaxed style the brand has ever
offered. Your search for comfortable 100% cotton jeans that don't look too
baggy ends here, because the 560s have a tapered leg and a 16" leg
opening.
PRODUCT DEPTH & BREADTH
-WRANGLER
 TEXAS Jeans :
Texas jeans have that cowboy swagger that just can’t be captured by anyone
but Wrangler. The Texas jean is a Wrangler original, styled with a classic waist
and regular leg, favored by men from all walks of life (cowboys included).
 Meet Greensboro—your casual essential. If you were looking for a classic
men’s jean style, this is it! Comfy regular, straight cuts make this denim
absolutely timeless and one of our best-loved styles. Toughen up the look
with a Sherpa jacket from our collection—lined in fleece, it’s the denim throw-
on which adds extra warmth and comfort.
 ARIZONA Jeans-  Wrangler Arizona jeans have a regular waist and a straight
cut leg—a classic style that needs a place in any denim lover’s wardrobe.
 JACKSVILLE: men's bootcut jeans with classic cowboy appeal. Wearable as
they come or rolled-up for a 50's inspired look, these stretch jeans look the
part no matter your style.
 LARSTON jeans are designed with a slim, tapered leg to give your outfit a
clean and cool silhouette. Shop both low and regular rise styles to nail the look.
MRP OF PRODUCT
JEANS

Brand Levis Lee Wrangler

EOSS ₹1,899 ₹2,199 ₹1,797

Full Price ₹3,799 ₹2,999 ₹2,949

Product category - Slim fit Straight-leg jeans

Brand Levis Lee Wrangler

    
Product name 513™ SLIM STRAIGHT FIT
MEN'S MODERN SERIES 88MWZ Men's Wrangler
JEANS
STRAIGHT LEG JEANS Retro® Slim Fit Straight Leg
Jean
Price ₹3,299.00 ₹3450 ₹2803-₹4211
 T-shirt

Brand Levis Lee Wrangler

EOSS ₹999-1,299 ₹1,437
₹1,099.50
Full Price ₹2,199.50 ₹2,199 ₹2,444

Product category – Mens graphic tee

Brand Levis Lee Wrangler

Product name MEN'S JERSEY KNIT LEE FFAT02 Wrangler® x FFA®

LEVI'S® GRAPHIC TEE LOGO TEE Collection: Men's Since 1928
Graphic T-Shirt
Price ₹1,699 ₹2,156 ₹2,444
CALCULATION OF NSV(Next sales volume)

Formula for calculation:-

NSV= Sales per unit area*Trading days*Area of retail store*Total no. of

stores

For levis:-

Next sales volume = 30*180*104*7=Rs. 3,931,200

For Wrangler:-

NSV = 25*180*135*9= Rs.5,467,500

COMPARATIVE ANALYSIS CHART OF LEVIS & WRANGLER
PARAMETER/BRAND LEVIS WRANGLER
SEASON STOCK 5 categories available for 6 categories available for
men,spring summer collection men
MRP ₹3,299-₹6000 ₹2803-₹4211
VISUAL MERCHANDISING The jeanswall presents their new The result is an iconic and
jeans collection, the wooden premium social hangout
presentation panels can slide in that brings together
front of the jeans. In front of the Wrangler’s American
jeanswall stand a four meter long essence and aspirational
Denim Bar, it’s design refers to the lifestyle that speaks to
traditional workbench and contains local tastes.
a showcase for Levi’s heritage
NSV Rs. 3,931,200 Rs.5,467,500
PRODUCT TYPE Jeans,pants,shorts,T- Jeans,shorts,shirts ,eye
shirts,polos,shirts,jackets,sweatshirt glasses,workwear,accessori
s,sweaters es
PROMOTION STRATEGY Levis has good promotional strategy Wrangler has not so good
promotional strategy as
compared to levis.
NO.OF STORES IN PATNA 7 9
THANK YOU