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problem an"time#

ntroduction Jeans are trousers made from denim or dungaree cloth.Often the term "jeans" refers to a particular style of trouserscalled "blue jeans" and invented by Jacob Davis and LeviStrauss in 18 !. Starting in the 1 #$s% jeans% originallydesigned for co&boys% became popular among teenagers %especially members of the greaser subculture.

Jeans &ere 'rst designed as durable trousers for farm&or(ers and miners in the states of the )merican &est. )*evada tailor% Jacob Davis% had the idea of using copper boltsat the corner of the poc(ets to ma(e them stronger. +heybecame popular instantly and soon many people boughtthem.

)lthough Davis (ne& that he had a great product &hichmany people &anted to buy% he didn,t have the moneyto patent it. -e as(ed Levi Strauss% &ho supplied him&ith cloth% to help him out. +he t&o &or(ed together andstarted ma(ing jeans out of denim% &hich &as morecomfortable and could be easily stretched. t also becamesofter as it got older. +hey &ere dyed &ith indigo because it

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did not go through the cloth li(e other dyes do.

nitially% jeans &ere simply sturdy trousers &orn by factory&or(ers . During this period% men/s jeans had the 0ipper do&nthe front% &hereas &omen/s jeans had the 0ipper do&n theright side

)fter James Dean populari0ed them in the movie Rebelwithout a Cause % &earing jeans became a symbol of youthrebellion during the 1 #$s. ecause of this% they &eresometimes banned in theaters% restaurants and

schools. During the 1 2$s the &earing of jeans became moreacceptable% and by the 1 $s it had become general fashionin the 3nited States for casual &ear.

n 188#% jeans could be bought in the 3S for 41.#$ .+oday% apair of durable jeans can be purchased in the 3nited Statesfor about 45$.

Denim refers to the fabric and Jeans refers to pants madeout of denim. So actually% Denim can mean either pants%

s(irts% jac(ets. Jeans mean speci'cally denim pants.

# e&i Strausse&i Strauss * +o# also (no&n as S*+, or simply e&i-s is a

privately held )merican clothing company (no&n &orld&ide forits e&i.s brand of denim jeans . t &as founded in 18 ! &hen LeviStrauss came from uttenheim % avaria % toSan 6rancisco % 7alifornia toopen a &est coast branch of his brothers/ *e& or( dry goods business.

n 18 ! Levi Strauss and tailor Jacob Davis received a 3.S. patent toma(e the 'rst riveted men/s &or( pants out of denim9 the 'rst blue jeans.

+he price range9:

Deni0en: 1$ to rs. ;

Sy(es: rs. !$$$ to rs. $$$

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Parent Company Levi’s Strauss and Co.

Category Apparel and Accessories

Sector Lifestyle and Retail

Tagline/ Slogan

Go Forth; Levis. Original jeans. Original people; A style for every story;

Quality never goes out of style

USP Oldest Jeans Brand yet odern. ! curve "#$ %aste&less'

Segment (pper class and (pper )iddle *lass

Target Group +eople %ho %ant a ,lend of style and *o fort

Positioning Outgoing and stylish -uality jeans

Strength

./trong Brand 0a e and popular top1of1the1 ind ,rand

2. 34pertise in Jeans "ndustry

5. #istri,ution *hannels and Glo,al Outsourcing

6. 7as over 689 self operated stored glo,ally anaged ,y :999

e ployees

<.Levi=s ar>eting includes retro popular songs in its ?@* ad

ca paigns

:.Over :9 and 2< anufacturing plants in (/ and a,road respectively

Weakness

.7igh +ressures of Brand +rotection

2. "ncreasing co petition eans li ited scope for gro%th;. <epe jeans

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/epe Jeans ondon is a denim and casual &ear jeans brand that &asestablished in the <ortobello =oad area of London in 1 !. 6rom itsorigins as a tiny mar(et stall to more than half a 3S billion dollar brand%<epe has transformed itself into a Jeans&ear label foundthroughout >urope .

n 1 ! it &as originally just a &ee(end road side stall onthe <ortobello =oad ?ar(et located in &est London established bythree brothers9 *itin Shah% )run Shah and ?ilan Shah. *itin and his t&obrothers later started their o&n company Sholemay Ltd trading% as<epe Jeans. +he brand &as named "<epe"% because it &as a short &ordthat could be &ritten &ithout much trouble.

<epe Jeans &as launched in ndia in 1 8 . +he brand is currently aleading player in the premium jeans and casual &ear segment%enjoying a mar(et share of more than ;# percent.

+he price range9 starts from rs to rs !; .

Parent Company Pepe eans !ncorporation

Category Apparel and accessories

Sector Lifestyle and Retail

Tagline/ Slogan +epe Jeans London

USP

A ,rand$ %hich is really innovative$ stylish changing %ith variety at anafforda,le price. !ani al prints $ adults and children section$ season

loo>s'

Segment

)en and %o en %ho li>e conte porary style of fashion %ith a re,elliousattitude.

Target Group oung ur,an )en and %o en fro the upper iddle class

Positioning

+epe Jeans is a pre iu and international ,rand$ %hich houses casual

%ear %ith a heart of London in it.

Strength . +epe Jeans is present over 99 countries and e ploys ore than<999 e ployees all over the %orld.

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2. ?he ,rand had a different vie% of selling jeans and %as against

hanging the and even fought %ith the retailers to change this fashion$

%hich %as a ,ig hit.

5. ?he ,rand has entered the elite seg ent of the top four deni

producers in the %orld.

6. ?he ,rand has signed international cele,rity ,rand a ,assadors %hich

enhances the ,rand e-uity.

Weakness

. *onstantly changing fashion trends eans inventory issues

2. ?he ,rand has several co petitors hence high ,rand s%itching

!. Leeee is an )merican brand of denim jeans % 'rst produced in 188

in Salina% @ansas . +he company is o&ned by A6 7orporation % thelargest apparel company in the &orld. ts headBuarters is currentlyin ?erriam% @ansas % just outside of @ansas 7ity% ?issouri . +he companystates that they are an international retailer and manufacturerof casual &ear and &or( &ear and that they have more than 5$$employees in the 3nited States. n )ustralasia % the brand is o&nedby <aci'c rands since ;$$ . +he company &as formed in 188by -enry David Lee as the Lee ?ercantile 7ompany at Salina%@ansas producing dungarees and jac(ets .

<rice starts from9 rs 1 to rs. ;8

Parent Company "# Corporation

Category Apparel and accessories

Sector Lifestyle and Retail

Tagline/ Slogan A Lee is you; A Lee #ont Lie; O%n the o ent

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USP

A co pany %hich has rich heritage$ "nnovative designs and socially

responsi,le organi ation.! fit f inder$ vi,rant colors offered $ for rough

use$ clearance offers'

Segment

)en and Co en %ho %ant to %ear stylish and innovative jeans at an

afforda,le price.

Target Group oung ur,an en and %o en fro the upper iddle class

Positioning

A stylish ,rand %ith a sporty loo> %ith an A erican i aginery to the

,rand.

Strength

. ?he ,rand has over 99 stores all over the %orld and e ploys over

<99 people in the (/A.

2. ?he ,rand has ,een >no%n as one of the top jeans producers all over

the %orld.

5. ?he ,rand is >no%n for its innovation through out the century and>no%n for inventing the ipper fly jeans.

6. Lee %as one of the first jeans ,rand to start advertising through

television and has continued e4tensive advertising throughout.

Weakness

.?he ,rand has not esta,lished itself in the e1co erce arena that %ell

in Asia %here the ,rand has a significant ar>et share.

2.?he ,rand has had pro,le s in distri,ution of the updated stoc>s in

parts of Asia and 3urope.

5. Crangler0rangler is an )merican manufacturer of jeans and other clothingitems. +he brand is o&ned by the A6 7orporation % &ho also o&n Lee % Jan Sport % and +he *orth 6ace % among others. ts headBuarters isin do&nto&n reensboro% *orth 7arolina in the 3nited States % &ithproduction plants in a variety of locations throughout the &orld.Crangler Jeans &ere 'rst made by lue ell% &ho acBuired the brand&hen they too( over 7asey Jones in the mid:1 5$s. lue ell

employed ernard Lichtenstein E/=odeo en/F% a <olish tailorfrom Ł Gdź &ho &or(ed closely &ith co&boys % to help design jeanssuitable for rodeo use

<rice from9 rs. 12 # to rs. !; #

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Parent Company "# Corporation

Category Apparel and Accessories

Sector Lifestyle and Retail

Tagline/ Slogan 0o atter %here the destination$ %here your heart out

USP

*o fort and style at afforda,le rates. !jeans and jac>ets $ do inated,y en section clothes$ co%,oy$ roc> cult cut'

Segment *asual %ear

Target Group )en and %o en fro the ur,an upper iddle class

Positioning ?ough and rugged$ lasting -uality

Strength

. Crangler has a %ide distri,ution channel. ?hey sell their jeans atass erchandisers such as Cal art and ?arget.

2. ?hey also have their o%n flagship specialty stores located at any

places

5. /trong ,rand presence

6. Good ar>eting and advertising at stores and print ads

Weakness

.*o petition fro standalone specialty stores eans li ited ar>et

share gro%th

2. Lot of options availa,le eans high ,rand s%itching

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+he manufacturing process). Jeans,s manufacturer ::se&ing factory

6irst% se&ing factory must select the right denim fabric% ma(e manypair of trousers leg% then send them to the &ashing factory to chec(the shrin(age rate.

Second% to design or prepare the urgently needed accessories such astrade mar(% &ashing mar(% si0e mar(% printing% embroidery% etc. theless urgent ones can be done neHt time.

. Jeans,s manufacturer ::>mbroidery and printing factory.

)fter the denim fabric &as selected% crafts factory must start to ma(esample for embroidery and printing till approved% then immediatelystart production.

7. Jeans,s manufacturer ::7rafts factory.

Chen the jeans are se&ed% desi0ing 'rst by &ashing plant% then craftsfactory &ill treat the jeans by mon(ey &ash% sand blast% &in(letreatment% etc. +he crafts must be the same as customer,sreBuirements.

D. Jean ,s manufacturer ::Cashing factory

Jeans &ashing is of critical importance for all the &or(% if this is donesuccessfully% the jeans are almost 'nished.

>. 6inal treatment

) through Buality chec( must be performed after the 'nal treatment is'nished% 'nal treatment are leather label stitching% ironing% rivetpunching% logo hanging% eHcessive thread cutting% pac(ing% etc. 'naltreatment are done by the se&ing factory or &ashing factory.

Di erent varieties of jeans manufactured byour company

M =ight hand t&ill : 3sing uniform yarns% this &eave is considered

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more rugged.M Left hand t&ill : +he &eave runs diagonally% resulting in a softer%

loftier feel.M =ing Spun Denim : +he original denim fabric% &hich is (no&n for

its characteristic slubs.M Open:>nd Denim : +he most popular type of denim that results in

a consistent yarn thic(ness.M Dirty denim : 6iller yarns are bro&n Einstead of natural &hich is

&oven &ith the indigoF &hich gives the denim a "dirty"appearance

M Stone&ashed : ?ost jeans today are stone&ashed% but not inpumice stones li(e the original method. *o& en0ymes% sand%ceramic balls and other methods give jeans their &orn loo(.

M 6lares : Slim through the legs% aring right above the an(le :: toabout an ;1N inch opening.

M ellbottoms : Start to are at the (nee% resulting in a ;;N inchleg opening.

M <eg legs : >Htremely narro& leg opening Every /8$sFM oot cut : Slim through the legs% &ith a slight are at the an(le to

accommodate a boot Eabout a 12:18 inch openingF

+he product starts from the range of rs. 5$$ for the customers andgoes till rs. 1#$$ depending upon the cut% variety and &ash of thedenim.

randingranding is a process of assigning a distinctive name or a symbol to a

product by &hich it is to be (no&n and remembered.

+he company,s brand has been named as * O=*.. as our companyis targeting the masses of all income levels and &ants our jeans to not

just be used by the urban cro&d but also the rural cro&d and people&ith comparatively less income as ndia is a population &ith $Ppeople situated in the rural area. Cith the production being in largescale the cost &ill also EeconomicallyF come do&n.

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)s the company has just started the production ta(es place in smallscale.

+he brand name has been registered and so is the tagline and logo..

So for trademar(s and branding of the jeans the above logo is used.

+he reason behind the logo is that% blue is a universal color and verypassive. >ven people &ith color blindness can identify it and the red

implies that it runs in your genes% your blood. +he tagline jeans in your genes imply that every person can a ord and&ear the jeans manufactured by our company. Ce &ould li(e to ma(eour jeans a part yourselves just as your genes.

Our motive is to ma(e our companies jeans popular to the masses atan a ordable rate &ith the best Buality possible.

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/roduct 1sage2

Aery freBuent use of the jeans on almost all of the major occasionsincluding festivals% <arties% and other important 6estivals and >vents.

-eavily used by the school and college students./urchase n3uence2<urchasing decision ma(ing is based on individual preferences &hichcan lead to the same product among other individuals as &ell. 6orinstance if a youngster purchase a particular brand of jeans heQshecan in uence his or her friends or relatives to purchase the sameproduct. Cord of mouth is also an e ective means of promoting salesof any product.

i$e St"le o$ the 1sers2Life style does matter a lot on the purchase of a product. 6oreHample if a student prefers jeans in his life style then his obviously hisconsumption for jeans is certainly more than a person &ho &ears jeansoccasionally. Similarly the social class level also matters in thepurchases.+he upper class usually go for the Buality% fashion andstatus &hile the lo&ers are more conscious to price.Market Attracti&eness 4actors2

Di erentiated cuts and styles of inborn Jeans allo& us to provide ahandsome loo( to our customers.

+he company can ma(e eHclusive designs of inborn Jeans forsho&bi0 and fashion industry and by doing advertising of inborn Jeansthrough actors.

<rice of the product +he term Rprice denotes the money value of a product or service. t isthe amount of money the seller is as(ing for the product he o er for

sale or the amount &hich buyers are to pay for it.<rice is an important element in the mar(eting miH of a 'rm anda ects other components of the mar(eting miH.

+he price of the item is di erent for the &holesalers and customers.7ustomers commonly buy jeans in number of units but the &holesalersbuy in bul(s. ) bul( of jeans contains ten pieces of jeans. +he prices for&holesalers and customers are sho&n in the follo&ing table for our

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main products for this segment.

<roduct customer retailerell bottom 5$$ !2$

oot cut 2#$ # #6lare cut 8$$ $$

Straight cut $$ 1$$$

aggy jeans 1$$$ #$

Our company has comparatively very lo& places as &e 'rst &ant toestablish ourselves in the mar(et by providing our material to a lot ofpeople &ho can connect &ith them.

+he cost of production of basic simple jeans in rs. !$$. Ce sell it to theretailers at a bit of higher amount obviously in order to incur the costsand the retailers sell it to the customers.

+he prices charged by the competitors are really high and hence ourprices &ould in uence the buyers and the consumers to buy ourproduct.

t is basically targeted for all the income groups% so the price is less&ith an incredible Buality and for daily use.

+here is not much ris( involved either as jeans is al&ays in trend andthe fashion of jeans never fades out.

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