Levi's Strauss & Company

LEVIS STRAUSS & COMPANY
Mission & Vision

Mission
To sustain the commercial success of the brand by being the trendsetter in the clothing segment with fashionable and attractive clothing.
Vision
To be a pioneer in the clothing industry with constant innovation in designs and material. Our products will define quality, style and function. We will clothe the world.
Introduction
Levi Strauss & Co. (LS&CO.), one of the world's largest apparel manufacturer brand Sold in over more then 110 countries, in more than 55,000 retail locations worldwide
Manufactures jeans in approximately 108 sizes and 20 finish fabrics

3 Brand Portfolio - Levis , Dockers & Levis Strauss Signature 470 company operated stores all over the world
History Of Levis
1853 Levi Strauss arrives in San Francisco and opens a wholesale dry goods business. 1872 Jacob Davis, a Reno Nevada tailor, writes to Levi Strauss which Levi agrees. 1870 Leased Factory Space. 1873 Invention of Blue jeans. 1880s Opened their Own Factories. 1886 Two Horse Brand leather patch is first used on the waist. 1890s The rivet patent goes into the public domain. 501 is used to designate the famous copper-riveted waist overalls. 201 jean that was not much expensive.
History Of Levis
1901 The pants now just called overalls - now have two back pockets. 1902 Levi Strauss died at the age of 73. 1906 The San Francisco earthquake and fire destroys the headquarters and factories of Levi Strauss & Co. 1915 The overalls win a Highest Award at the Panama Pacific. International Exposition in San Francisco. 1922 Belt loops are added. 1936 The red Tab is first placed onto the right back pocket. 1943 The Accurate stitching design is registered as a trademark.
History Of Levis
1950s The word LEVIS is now stitched on both sides of the red Tab. 1954 A zippered version of the overalls is introduced and named 501Z. 1960 The word overalls is replaced by the word jeans . 1981 501 jeans for women are introduced. 1984 501 Blues television advertising campaign is launched. 1986 Advertising started in Europe. 1997 LS &CO. buys a pair of 1890 501 jeans for $25,000. 2003 LS&CO. celebrates the 130. 2012 Launched Hand bags, Cell phones watches and many other products.
Positioning
In 1930s, the company survived the Great Depression. Consumer demand shifts from durability of jeans to fashion of jeans. Levis jeans were issued to employees in the defense industry during World War II.
Strategies
In 2002, Levis brand was rated as the No. 1 brand for brand awareness and brand retention The company frequently promoted music & theatrical productionsSponsored artists incl. Christina Aguilera, Mariah Carey, Ben Folds Five, The White Stripes etc. Brand image
Strategies (contd.)
Television advertisements are more innovative and target younger crowds Levis ads stress the youthfulness "of their brand jeans In order to maintain revenues, the company releases the Levis signature jeans. This product line appeals to the low-end consumers. Decrease in demand for jeans causes market price to drop, so consumers want cheaper jeans.
Strategies (contd.)
Channels of distribution
Distribution Channel Chain & Departmental stores Mass Specialty Share in sales 58.0% 0.0% 3.0%
Independent
Others Total
10.0%
29.0% 100.0%
Absence of brand in the mast merchant channel in United states.
Target Customer
Younger generation, Male, Female.
Women
Slim Boot, Mid Straight, Low Straight, Low Skinny, Cargo, Skin Fit. Sykes
Men
Straight Fit, Low Skinny, Low Tight, Boot cut, Cargo, Tight Strait. Sykes
Products Of Levis
JEANS/ T-SHIRTS
Products Of Levis
Bags/Belts/Foot Wears/ Mobiles
ETHICS & ATTITUDE

Initially Levi's was poor mans clothing. having high ethical values, kind hearted, social worker & right attitude. Incorporated these values in the companies policies and they have been followed ever since.
Conclusion
Levi Strauss & Company had most of its early success because the firm was behaving monopolistically. The company patented the riveted jeans, increasing durability, and gaining popularity
However as more firms entered the market, the company started losing customers and incurring losses but due to its unique branding strategies, it forever earned a place in history
Thank You!

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Levi's Strauss & Company

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LEVIS STRAUSS & COMPANY

Mission & Vision

Manufactures jeans in approximately 108 sizes and 20 finish fabrics

Absence of brand in the mast merchant channel in United states.

ETHICS & ATTITUDE

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