Levi Strauss Canada Holdings an Ember: The GWG Brand Case Study Essay Example
In Canada, the competition in the jeans market is fierce, and GWG jeans have lost popularity among younger customers since the late 1980s, resulting in a significant decline in market share. Essentially, GWG is now barely noticeable.
Levi's and GWG have both been impacted by designer label, private label, and newer trendier brands such as VF Corp's Rustler and Wrangler. The question is whether Klee should take back the brand from Jack Spratt Manufacturing Inc. In my opinion, Klee should take back the brand due to GWG's importance to Canadian heritage. This summary aims to explain why Klee should take back GWG and recommend the necessary steps to rebuild the brand.
The Great Western Garment Company established in 1911 and made history as Canada's first jeans wear brand. GWG Jeans can leverage this fact. The company's foundation was roo
...ted in quality jeans that were highly durable and affordably priced. GWG Jeans pioneered the use of pumice to stonewash denim. The baby boomer generation holds familiarity with GWG Jeans as they were introduced during their adolescent years, creating an opportunity for the brand to re-enter the market by shifting their target audience to baby boomers.
The positive and workman-like image of GWG is superior to that of its competitors, as their jeans are predominantly worn by men in occupations such as construction, trucking, and farming. The brand caters to the needs of customers over the age of 35, who prioritize comfort and durability. The competitive advantage that GWG possesses is its durability factor, which should be leveraged. Based on this information, it can be concluded that GWG should target the underserved market of workmen with durable
jeans by creating a perceptual map.
To reach "working-class people" as the target audience, the recommended retail strategy is to sell jeans at discount outlets such as Wal-Mart and Zellers, as well as smaller regional chains and independent retailers. To ensure these distribution channels, a sales promotion initiative must be implemented. The price range should be maintained between $29.99 and $34.
Investing funds in research and development is another aspect to consider. This will help GWG create novel designs and comprehend the sociocultural elements including trends, taste, and styles that suit the present generation. Moreover, it is recommended that GWG concentrates on establishing a brand for females. As GWG jeans were favored amongst baby boomers, an effective marketing communication strategy must be implemented to revive and reconnect with this demographic.
Ultimately, GWG must fulfill the demands of its target audience and develop a dynamic advertising strategy.
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