Although with the onset of a bigger globalized fashion market there has been the emergence of uncountable denim brands in the current setup, but none of the competition has been able to move Levi’s by even an inch. The evolution and success of Levi’s is based on the famous words of Charles Darwin “Survival of the Fittest”. Till 1960 the target of Levis was middle age group people mostly the male population but gradually marketing targets has been broadened according to the fashion trend, place and society. Now Levi’s is promoting women’s and children wear as well. In addition to it, with the launch of Levis summer and winter casual range, it has gained more popularity as ever.
With a stronghold in market, Levi’s also rules in the hearts of many celebrities and models. This in turn helps in glamour, advertising and business. By developing a niche in glamorous and style market with constant improvisation in fashion, image designing and market updating, Levi’s has evolved as denim king. It has set up a world class trademark and benchmark in casual dress up and styling
On the top of it, Levi’s has set up the brand name in clothing market with its quality and safety of the product which makes the product trustworthy and reliable for the costumer, thus gaining immense costumer loyalties (Woodward & Miller,2011). Whenever a customer goes for the shopping of the clothes the very first thing that he looks for is the brand. Brand clothes are the most important entity for the customer.