the detail information about the brand LEVIS

1. PRESENTATION
ON

2. HISTORY
Levi Strauss & Co. (LS&CO) is a privately held American clothing company
known worldwide as Levi’s.
It was founded in the year 1853.
In 1873 Levi Strauss and tailor Jacob Davis received a U.S. Patent to make
the first riveted men's work pants out of denim.
In 1902 Levi Strauss dies at the age of 73. His nephews take over the
business and run the business.
In 1906 The San Francisco earthquake and fire destroys the headquarters
and factories of Levi Strauss & Co.

3. CONTINUED
In 1943 The
Arcuate
stitching
design is
registered
as a
trademark.
In 1954 A
zippered
version of
the overalls
is
introduced
and named
501Z
In 1966
The first
television
commercia
l for Levi’s
jeans is
aired.
In 2002, Levi
Strauss began a
close business
collaboration
with Wal-Mart,
producing a
special line of
"Signature" jeans
and other clothes
for exclusive sale
in Wal-Mart
stores until 2006

4. Mission of LEVI’S
People love and trust our
company.
We will market and distribute
the
most appealing and widely
available.
Our products define quality,
style and function.
We will clothe the world .

5. “Quality Never Goes Out Of Style “
Levi’s

6. TODAYS SCANARIO
Levi Strauss & Co. (LS&CO.), one of the world's largest
apparel manufacturer brand
Sold in over 110 countries, in more than 55,000 retail
locations worldwide
Manufactures jeans in approximately 108 sizes and 20
finish fabrics
3 Brand Portfolio - Levi’s ®, Dockers ® & Levi’s Strauss
Signature®

7. Cont,,,,,,,,,,,,
Key people:
Richard L.
Kauffman
Chairman of
the Board
R. John
Anderson,
President and
CEO
Revenue US$
5.2 billion (FY
2011)
employees
16,800 (FY
2011)
Levi’s provides
a wide range of
products that
target different
market
segments,
capturing
demands
Positioned as a
well respected
Fortune 500
enterprise

8. Products Description Distribution
channel
Retail price
Levi’s Vintage Clothing
and the Levi’s Red
Small group of premium tops
and bottoms that were based
on key heritage styles with
premium fabrics
High end specialty stores Bottoms: Over $100
Levi’s Premium Red Tab Variations of Levi’s Red Tab
products with changes to
fabrics and finishes
Specialty stores
Independent shops
Original Levi’s stores
Bottoms: between $50
and $100
Levi’s Engineered Jeans Group of tops and bottoms that
were engineered for special
mobility
Specialty stores
Independent shops
Original Levi’s stores
Bottoms: between $50
and &80
Levi’s Red Tab
Levi’s Silver Tab
The core of the Levi’s brand incl.
the classic 501 button-fly jean
as well as a series of models
featuring slim, baggy, straight
leg fits
Departmental stores
Chain stores
Independent shops
Original Levi’s stores
Bottoms: between $30
and $50
Bottoms:
Between $25 and $50
Other Levi’s product Incl. all other products as shirts,
t-shirts bags, belts, footwear
etc.
Departmental stores
Independent shops
Original Levi’s stores
All price ranges
depending on product
category
Promotional strategy:

9. Target market:
Upper class & Upper middle
class and middle class
Target Customer
Younger generation,
Male, Female.

10. STRATEGIES
• In 2002, Levi’s brand was rated as the No. 1 brand for brand
awareness and brand retention.
 The company frequently promoted music & theatrical
productions
- Sponsored artists incl. Christina , Mariah Carey, Ben Folds Five,
The White Stripes etc.
Levi’s ads stress the “youthfulness "of their brand jeans
- Television advertisements are more innovative and target younger
crowds
• In order to maintain revenues, the company releases the Levi’s
signature jeans.

11. Contd……….
• Channels of distribution:
Distribution Channel Share in sales
Chain & Departmental stores 58.0%
Specialty 3.0%
Independent 10.0%
Others 29.0%
Total 100.0%