2. History
Levi Strauss & Co. is a privately held American clothing company known
worldwide for its levis brand of denim jeans. The company was founded in 1853
when Levi Strauss moved to san Francisco to open a branch of his brothers dry
goods business. in 1873 they made the men's work pants out of denim, the first
blue jeans.
Modern jeans began to appear in the 1920s, but sales were largely confined to
the working people of the western United States, such as cowboys, lumberjacks,
and railroad workers.
In the 1950s and 1960s, Levi's jeans became popular among a wide range of
youth subcultures, including greasers, mods, rockers, hippies and skinheads.

3. Brand values
Levi’s have many values for their brand, they’ve kept
these value for over a hundred years. There always
promoting that by buying a pair of Levi's jeans you
will get the perfect fit. When you see the Levi's logo
you know that they cater for all and you can buy a
pair of jeans which will last for years.
Levi’s have many slogans to promote there life long
style of jeans.
• “Quality never goes out of style”
• “A style for every story”
• “Have you ever had a bad time in Levi's”
• “Levi’s. Original jeans. Original people”

4. Target audience
Levi Strauss & Co. clothing is aimed at a very wide range of people. It is aimed at
men women and children as the make clothing for each. There main target
audience is men and women aged between 18 and 35. This is because when the
brand first started it it was aimed at the working man as the jeans were for work
wear. It appeals to women as the perfect pair of jeans and in Levi you can always
find the ‘perfect fit’. They also now have Levi curve, which is where you answer a
few questions and they tell you which style of jeans would fit your shape best.
They say ‘its about shape not size’

5. Pricing strategy
Levi’s have a pricing strategy where the asking price for there clothing items is on the dot
price (e.g. £85.00) they don’t ask for 99p, this shows that they value there products and
customers. There are no mind games for the asking price and give the straight up price.

6. Marketing & PR strategy
Levi do most of there marketing using print based
methods. For example billboards and posters. Over
the years they have also used TV adverts to market
their products.
Levi TV advertisement
• http://www.youtub
e.com/watch?v=KT
16DcHcjRA
• http://www.dailym
otion.com/video/x
56hdv_levi-s-
advertisement_life
style

7. Place and distribution
Customers are able to purchase Levi clothing in many stores and departments stores across
he globe as well as online. Levi Strauss & Co. have products being sold in over 60,000 retail
locations being found in most countries.
They have stores in each of these countries-
• USA • Japan • Argentina
• Canada • Korea • Brazil
• UK • Indonesia • Centro America
• Australia • New Zealand • Chillie
• China • Pakistan • Colombia
• Hong Kong • Malaysia • Mexico
• India • Philippines • Peru
• Belgium • Singapore • Turkey
• Denmark • South Africa • And many more…
• Spain • Taiwan
• France • Ireland
• Greece • Italy
• Portugal • Norway