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By – ASHMI RAJ
Bachelor Of Business Management (IB)
STUDY OF CONSUMER PREFERENCE & COMPARISION BETWEEN
LEVI’S & SPYKAR
INTRODUCTION
HISTORY OF JEANS
The word "jeans" comes from the French phrase bleu de Genes, literally the blue of
Genoa Jeans fabric, or denim, originated independently in two places: the French town
of Nimes, to which 'denim' owes its name; and in India, where trousers made of denim
material were worn by the sailors.
JEANS
German-Jewish dry goods merchant Levi Strauss was selling blue jeans under the
"Levi's" name to the mining communities of California in the 1850s. One of Strauss's
customers was Jacob Davis, a tailor who frequently purchased bolts of cloth from the
Levi Strauss & co. Wholesale house.
After one of Davis's customers kept purchasing cloth to reinforce torn pants, he had
an idea to use copper rivets to reinforce the points of strain, such as on the pocket
corners and at the top of the button fly. Davis did not have the required money to
purchase a patent, so he wrote to Strauss suggesting that they both go into business
together. After Strauss accepted Davis's offer, the two men received US patent
139,121, for an "Improvement in Fastening Pocket-Openings," on May 20, 1873.
LAND MARKS IN JEANS EVOLUTION
1873 - Levi-Strauss made the first jeans in San Francisco, USA.
1890 - First 501 Indigo Jeans form Levis.
1904 - Establishment of Blue-Bell company (wrangler Brand)
1950 - First Zipper Jeans was Introduced.
1954 - Hollywood status Marlon Brando and James Dean appear in Jeans.
1962 - 14.5 oz/Square Yards Jeans appears from Burlington.
1974 - Prewashed Jeans made.
1986 - Chemical washing process developed.
1990 - Denim market moves from work wear segment into fashion segment
OBJECTIVES
TO STUDY OF CONSUMER PREFERENCE & COMPARISON BETWEEN LEVI’S AND SPYKAR is a project report that throws light on the comparison that LEVI’S today has to face, courtesy the new entrant in the market namely SPYKAR.
To know what consumer want and what did they expect from a particular jeans maker brands.
To get innovative ideas and to know new trends
To reveal that no wonder Levi’s is the Queen, enjoying a lion’s share in the market. However things changed once the King of India, Spykar entered the battlefield, India to claim the throne.
To show that Levi’s, which had so long enjoyed the monopoly in India, which had been formulating marketing strategies, resting back on their throne now has sat up and are formulating defensive strategies to meet the competition.
SUMMARY
This is a project report that throws light on the competition that LEVI
STRAUSS today has to face, courtesy the new entrant in the market namely
SPYKAR.
LEVI STRAUSS was one of the leading industries of jeans wearing in India.
But there has been a drastic change in the jeans wearing market of India
after new fashion brands like SPYKAR entered the market.
LEVI STRAUSS which had so long enjoyed the monopoly in India, which had
been formulating marketing strategies, resting back on their throne now has
sat up and are formulating defensive strategies to meet the competition.
One would think why conduct a survey to find out the winner between
LEVI’S and SPYKAR. True, the winner is LEVI’S, as expected. But the
competition to LEVI’S given by SPYKAR, as per the survey, would be a
surprise package for one and all.
COMPANY PROFILE
Type Private
Founded 1853
Founder(s) Levi Strauss
Headquarters San Francisco, California (US)
Area served Worldwide
Key people Richard L. Kauffman (Interim Chairman of the Board )
John Anderson
(President and CEO)
Industry Clothing
Product Jeans
Revenue U.S $ 4.303 billion (2010)
Owner(s) Decedents of Levi Strauss
Divisions Levi's, Dockers, Signature
Employee 12400 (2010)
1992 - Proprietary concern set up to launch ready to wear garments by
Mr. Prasad Prabekar.
1993 - Emergence of the Brand (Spykar)
1996 - Introduction of Helium's and Forays
1998 - The company Span Apparels was incorporated and the workings of
the Proprietary concern was taken over
1999 - First Exclusive Retail Store in Hyderabad
2000 - Started Spykar Jeans Lab
2002 - Started Spykar Style Lab
2003 - First Flag ship retail store in Phoenix Mills-Mumbai
2004 - Revolutionised the category of Cargos by innovative design.
2005 - Set up its own washing unit at Kharine, Navi Mumbai
Levis collection
SPYKAR COLLECTIONFor men
ACTIF
RECRUIT
RENEGADE
STERN
MAVRICK
DATA ANALYSIS
Comfort fitting Durability Price Value of money
Promotins0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Levi'sSpykar
COMPARISION BETWEEN LEVI’S & SPYKAR
APPROX SALE OF MAJOR JEANS BRANDS
Levi's65%
Spykar23%
Others12%
Sales of jeans
CONCLUSIONS
THERE WERE MIXED REACTIONS FROM CUSTOMERS. DATA HAS BEEN
COLLECTED FROM PRIMARY AS WELL AS SECONDARY SOURCES OF
DATA. THIS PROJECT IS PREPARED IN VERY SHORT PERIOD DUE TO
INADEQUACY OF TIME. MANY CUSTOMERS WERE INTERVIEWED AND
EFFORTS WERE MADE TO COLLECT THE NECESSARY INFORMATION
THROUGH QUESTIONNAIRE.
LEVI STRAUSS AND COMPANY IS ONE OF THE LARGEST BRAND NAME
MANUFACTURERS IN THE WORLD. DURING THE GOLD RUSH ERA,
STRAUSS BEGAN TO PRODUCE TROUSERS SEWN FROM TENT CANVAS
TO MEET THE NEEDS OF HIS MINOR AND LABOURER CUSTOMERS WHO
WERE LOOKING FOR CLOTHING THAT THE WORK THAT THEY
UNDERTOOK.
THE SPYKAR HAS BEEN OFFERING FASHION WEARS AND ACCESSORIES
SINCE 1992. SPAN APPARELS, STYLED AS YOUTH ICON AND BRAND OF
THE GENERATION NEXT HAS CHANGED ITS NAME FROM SPAN
APPARELS TO SPYKAR LIFESTYLE.
RECOMMENDATIONS
Customer satisfaction should be their motto.
Brands should bring more and more innovative ideas to lead the market.
Jeans makers should insure reasonability of common people.
Maximum source of production should come into the market.
After sales services should be increased.
More outlets should be open in all areas in city to came into reach off their customers.
Stocks in outlets should be up-to-date by time to time.
Advertisement of sale and offers should be well advertise and more efficient to attract the customers.
Different types of membership schemes should be there with all brands.
THANK YOU.