2. Levis Diesel

3. Levis Diesel
The team which has the most balls
in its side LOSES
The team which has managed to
throw more balls to the others
WINS
At the end

5. 1853 “Levi Strauss & Co.” was established
1873 The first blue jeans were created
1960 Internationalization
1970 Failure to change
1990 Regeneration - establishment of new position
Later on From icons to innovation

6.  4 brand names: Levi's® Brand, Dockers® Brand, Signature by Levi
Strauss & Co.™ Brand and Denizen® Brand.
 3 geographic divisions: the Americas, Europe Middle East and Africa and
Asia Pacific, with sales in more than 100 countries.
 Competitors: from global and local levels, such as Gap Inc. and Inditex,
Wrangler, Lee and Seven for All Mankind at global levels. Local levels
refer to some retailers' private or exclusive labels.

7. Levis Diesel
Inertia
New Players

9. Levis Diesel
New
entrance
Inertia
New Players

10. Ignore
Threats
Brand
Perception
Fashion
trends
Supply
Chain
Teen
Customers
current distribution
strategy focused on
seeking presence in
boutiques located within
department stores and an
emphasis on the brand as
the strongest element.
Ignoring competitive
threats is the beginning of
the end. Success leads to
arrogance and arrogance
leads to failure
Focus : emphasis in
wholesale merchandising -
i.e. selling millions of pairs
of blue Levi’s to retailers
and ensuring good sales
volumes and profits for
these retailers only
One of the main reasons
for consumer
abandonment seems to be
that Levi’s began to be
perceived as no longer
being stylish and having
lost touch with what
consumers wanted.
Thought as a “baby boomer
“ brand – lost its teen
customers

11. Posters Story boards Interviews
Management
Styles
New Job
descriptions
Opportunity to
apply for new
Jobs
Review of past
Changes
Meetings

12. Emily is the ultimate ambassador. When you see her in
front of 200 people, and she's painting the vision,
explaining the impact, you can't help but get excited. She
has lots of credibility

13. 1. Expect Resistance
2. Don’t take it personally
3. Take fear out of change
4. Make it fun
5. Information, Involvement,
Intervention (3 Is)
6. Let people speak what they think is
wrong
7. Everyone has a voice, not everyone
has a vote
8. Creation of new job positions that
require new behaviors
9. Leadership, teamwork, systemically
thinking
10. Personal responsibility

14. 1. Resegment the market
2. New brands to appeal to other
consumers

15. After implementing the changes, the company generated
record sales of nearly $7 billion and profits of more than
$700 million. Its market value is an estimated $10 billion --
four times its value when it went private in 1985.