Short Paper 1.Identify the major competitors in the blue jeans market. 2. Who ha

Question

Short Paper

1.Identify the major competitors in the blue jeans market. 2. Who has the leading market share, whose shares have declined? 3. What segmentation is (has) occurring/occurred in the blue jeans market and why? 4. Did demographic changes affect the market (from baby boomers to Gen X or Gen Y)? 5. What competitive signs, symbols, events, or occurrences did Levi-Strauss miss? 6. What current shifts in competition and channel power is occurring and what can Levi-Strauss do to minimize the impact from these changes?

Explanation / Answer

Blue Jeans Market – In today’s time, casual wear is a best way to dress up for most of the people, instead of dressing up formally for all personal as well as professional work, people prefer to dress casually and that make blue jeans/ denim jeans market as one of the leading market in clothing industry. The blue jeans market has no boundaries, as all nations happily accepts jeans as there day to day wear, similarly there is no age limit for this, as individual as small as a kid or an individual as old as an elderly person will prefer jeans in there day to day life.

Major competitors of blue jeans market – According to the 2015 research data from US market, below are the leading companies for blue jeans:

GAP

Levis

Old Navy

American Eagle

H & M

Gap and Levis are the major market leaders for blue jeans in US market and hence the overall consumption of the brands are most in global countries like China, India, etc.

Market Segmentation – For blue jeans, the major is market is segmented based on two criteria.

Segmentation based on Gender/Type of individuals.

This segmentation involves division of market share based on Male, Female or children section. The men and children segmentation of the market consists of huge share of market; however women segmentation leads the market with more than 55% share. With the developing fashion and women workforce in today’s time, women prefer to have jeans and thus share the larger portion of the market.

Segmentation based on Geography –

This segmentation involves the market share by geographical division. The world is divided into 4 major segments:

Europe

North America

APAC

ROW

Though North America is supposed to have largest market share for jeans industry, in recent past the share for NA is decreasing and there is a remarkable increase in APAC region, where China and India are supposedly leading in this region.

Effects of demographic changes – yes, demographic changes effects the market share of the industry, the purchasing power of the customers depends on the different age groups, areas, status, etc.

Age plays a major role in this, Generation X and Generation Y people, who are basically with in the age group of 20 to 45, will prefer wearing jeans as casual attire as well as in offices, whereas Baby boom, will prefer formal wear at major occasions.

Marital status also plays a role specially in countries of South Asia, where after marriage people will prefer formal as their dress in their life.

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