Ben Davis Clothing

Introduction:

Ben Davis Clothing Company is a U.S based work clothing line. It was founded in San Francisco, CA. Ben Davis and his father, Simon Davis created the clothing line in 1935 and has stayed in the family ever since. The iconic logo of Ben Davis Clothing is the smiling gorilla to symbolize extra large clothing as well as being tough and rugged. Ben Davis Clothing does a great job with there trademark and branding by being unique and easily recognizable. The use of the brand name along with the trademark makes for very strong branding.

Marketing Strategies:

Ben Davis Clothing has been a company since 1935 by founder Benjamin Franklin Davis. Ben Davis' grandfather Jacob Davis was an instrumental part in the creation of the original Levi Jeans. Ben Davis essentially has no advertising, yet is extremely popular in the music industry. Especially on the West Coast, people such as Dr. Dre, the Beastie Boys, Ice Cube, and in the video below Eazy-E. The reason Ben Davis has such strong brand loyalty is because it's a sturdy, rugged, and high quality product. It was originally marketed towards construction workers but in 2010 went through a complete product re-positioning and now is trying to target college kids to young adults ranging somewhere from the ages of 17-27 years old. Ben Davis Clothing definitely has a lot of potential to grow and I think a key aspect of that is by marketing there product. The only reason I know of Ben Davis Clothing is because I was board and googled my name. The coolest fact about Ben Davis Clothing is that it is extremely popular in the music industry, and more specifically NWA.    

Video:

In this video that Ben Davis Clothing produced, it is very clear they are trying to re-position there product by using kids on skate boards making fun of the dressed up, proper, business people in the world. They want to be rule bending, fun, and trendy clothing company that provides a durable product.

 

Conclusion:

Ben Davis Clothing Company is, simply put, an interesting company. With absolutely no advertising put in, they have relied on word of mouth and brand loyalty. They caught a break with rap stars wearing there product in music videos which made Ben Davis Clothing become a little bit more popular. Some positive things that Ben Davis Clothing have been doing is changing there target market towards trendy college kids to young adults. They also have very strong branding in there trademark alone. But there are huge areas of improvement that Ben Davis Clothing needs to take care of if they want to become a "household brand." I put household brand in quotations because I don't mean that they are a brand that everyone has, but more along the lines of a product that is on display at local stores. They need to invest some money into promotion or else this company will go out of business.

Works Cited:

http://bendavis.com/our-brand/

https://www.youtube.com/watch?v=hLjSdbEYYRc

http://www.indeed.com/cmp/Ben-Davis-Company