Levi’s is the iconic global denim brand which needs no introduction . They have been leaders and guides for the denim industry since the 19th century and the history of denim is totally incomplete without them. The rich history of the brand is not relegated to the past as they remain even more relevant in the contemporary times when the industry is revamping with major upheavals hitting the industry over the last few years. These upheavals , caused by various environmental factors , global warming and covid recently , has changed the way brands manufacture and market their products. The force of legal moral obligations , consumer awareness and upcoming legal challenges have made most brands sit up and change.
We wanted to evaluate a few points in this report and we studied the E-Comm of Levi’s USA to analyze their Women Jeans offerings from the following perspectives.
1) Pricing and Discounting: How is the pricing of Levi’s Women Jeans currently at the online retail level. What kind of price bands does it fall into.. Also we tried to find how much the brand was discounting during this period as the markets have not been very good over the last year and there has been huge discounting done by retailers to get rid of their stocks. It helps to understand the strength or weakness of the brand during such trying times.
2) FITS etc : We evaluated 3 months of sales ie July 2023 ,Jan 2023 and Aug 2022 to see what differences we can note related to various aspects of the products during these 3 months.
These aspects include FITS, Materials , Product definitions etc
3) Fibers Used : We also wanted to understand how the composition of cotton has panned out during these 3 different months. The composition of fabrics used for the jeans does reflect the particular focus of a brand where it tries to get a good balance between sustainability and fashion. We analyze the top few compositions which were most used during this time by Levi’s in their women jeans. We also wanted to see if the brand was strategizing on its fiber inputs and does it reflect in its recent assortment of product offerings . We shall bring out a table with all the most popular compositions along with a complete table of all compositions for our readers to analyze themselves. .
4) We studied over 500 product styles in these months to arrive at the following charts and graphs to give a deeper in sights into the brands consumer facing front . This is a 35 page report which gives details on various aspects of these products.
Graphs included :
a) Total approx no of women jeans styles in each of these months sold online
b) The average pricing of all these jeans
c) Average discounting in each of these months and average pricing after discounts.
d) Approx FIT breakup of styles during each of these months. This will reflect if Levi’s has changed its Fits in a big way during this period or not.
e) Most popular material compositions during these months. We will list out the major compositions used (and in how many styles ) during each month to give an idea of kind of fibers being used for the fabrics .
LEVI WOMEN JEANS STYLES
As we can see from below figures, the women jeans stable of Levi’s USA sold online had approximately 119 women jeans styles in August 2022 , about 153 styles in Jan 2023 and about 166 styles in July 2023 . The number has increased over the last 1 year as we can see in the following graph.
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