Levi Strauss' Advertising Strategy

The symptom requiring immediate attention in the evaluation of Levi Strauss's advertising strategy is that all international directors of advertising and communications are not adhering to the company's core value of excellence. In the review of its current ads, Levi is particularly concerned about the poor quality of the creative work in its Latin American division. Because quality of advertising reflects on the quality of the product, this problem should be addressed immediately.

The fundamental issue that has given rise to Levi's immediate problem is the company's choice of consistency in product image as its priority. Given the diversity of the global market, consistency of product image might be an unrealistic goal. For instance, Levi has already noted the success of its United Kingdom campaign which focuses on Levi's as an all-American brand. This strategy had to be fine-tuned in Japan by focusing on Levi's as the brand worn by all-American cult heroes. In contrast, the Brazilian campaign projects Levi's as the brand worn by young, fashionable Europeans. Thus Levi's must tailor its product image to particular markets instead of applying a "one-size-fits-all" image across the globe.

Levi's present program of creating advertising campaigns locally or regionally but with generous input and influence from headquarters has numerous pros and very few cons. The most overwhelming recommendation for this strategy is that it works-- Levi Strauss International has post

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rters. The inference is that the problem is focused in the Western European division, which is further subdivided into the Continental and Northern divisions, since the EXIMCO unit, which has responsibility for Eastern Europe, reports directly to the president. The problem is that complete autonomy has been afforded the Western European sales region. It must be noted, however, that the Western European ads, although termed "supersexy" have not violated any of Levi's core values for its advertising strategy, namely: honesty/integrity, consistency/reliability, relevance, social responsibility, credibility, excellence, and style. The ads are relevant to the Western European market since they were created locally. This points out the most important drawback of requiring input and oversight from corporate headquarters. Certain American values are simply not appropriate in foreign countries, e.g., the gun-toting American cowboy in countries that favor gun control. On the other hand, certain foreign values, such as "supersexy" ads are objectionable to Americans. Another alternative to consider in evaluating Levi's advertising strategy is to allow campaigns to be created locally by independent advertising companies. The benefit

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