1872Jacob Davis, a Reno Nevada tailor, writes to Levi Strauss,telling him about the process he invented to rivet thepocket corners on men’s pants to make them stronger.He suggests the two men take out a patent on theprocess together and Levi agrees.
1873• . Levi Strauss & Jacob Davis are granted a patent on the process of riveting pants by the U.S. Patent and Trademark Office on May 20. It is patent number 139,121 and this is the invention of the blue jean. The pants - called “waist overalls” - have one back pocket with the Arcuate stitching design, a watch pocket, a cinch, suspender buttons and a rivet in the crotch. We don’t know the origin of the Arcuate
1873 There may have been a tradition of pocket stitching on men’sworkwear but this has not been found in any research done so far.The cinch and suspender buttons were standard on men’s pants.Keep in mind that we did not invent the cut or fit of the waistoveralls; what we did was take traditional men’s work pants andrivet them, creating the new category of workwear which we todaycall blue jeans
1890The rivet patent goes into the public domain, so that Levi Strauss & Co.is not longer the exclusive manufacturer of riveted clothing.Lot numbers are first assigned to the products being manufactured. 501is used to designate the famous copper-riveted waist overalls. We don’tknow why this number was chosen. We also made a 201 jean, whichwas a less expensive version of the pants, as well as other productsusing other three-digit numbers
1971The word “Levi’son the red Tab device is now stitched inwhite with a capital “L” only; the “E” looks like it changed,leading to the vintage clothing concept of “Big E” and “little e.”This was done to conform to the company’s new housemark –the “batwing” – which was adopted in 1967 and in which theword “Levi’s” is meant to be the proper name of our founder,Levi Strauss.
1985LS&CO. wins the Governor’s Committee Media/AdvertisingAward from the New York State Office of Advocates for theDisabled, for its positive portrayals of disabled people in the“501 Blues” televisionads.
2003LS&CO. celebrates the 130th anniversary of the invention ofthe blue jean. From the June 28, 1873 issue of Pacific RuralPress “A New Pocket Fastening - Mr. J.W. Davis, formerly ofReno, Nevada, but now residing in this city [San Francisco] hasjust received through the Scientific Press Patent Agency, letterspatent for an improvement in fastening the seams of pockets.The improvement consists in the employment of a metal rivetor eyelet for fastening the seams.
2007Levi Strauss was again said to be profitable after declining sales innine of the previous ten years.Its total annual sales, of just over$4 billion, were $3 billion less than during its peak performancein the mid 1990s.
2009Levi’s was noted in the media for selling Jeans on interest-free credit, due to the global recession.
2010The company partnered with Filson, an outdoor goodsmanufacturer in Seattle, to produce a high-end line of jacketsand workwear
Official structure organization Levi Straus Of the company & Co. Chairman Bob Hans R. John Anderson SVP, North American Region Operations David Bergen Lawrence Ruff Hilary Krane Hans Ploos van Amstel President, COO, and SVP, Strategy and SVP and General SVP & CFO Director Worldwide Marketing Counsel Paul Smith Gary Grellman Paul Smith Amy Jasmer Jeff Beckman VP and VP, Global Tax Director, Levis Presence Director, Worldwide and Controller Department and Publicity U.S. Communications Mary Boland EJ Bernaki VP, Finance, Levi Strauss Senior Manager, Worldwide North America Communications Keiji Amemiya Senior Communicationshttp://www.cogmap.com/chart/levi-strauss-co Specialist, Levi Strauss Japan
Urgently needed RECEPTIONIST PT. Levi Strauss Indonesia• PT. Levi Strauss Indonesia, located at Wisma Pondok Indah, Jakarta Selatan currently looking forReceptionist: Responsibilities: -Handling incoming/outgoing telephone, and company’s guests -Represents the company image as the front officestage -Handling administration activities such as correspondence and other documentation. -Handling travelling trip such as ticketing & accommodation -Handling driver & messenger schedule -Will be to assist expatriate & foreign clients -etc
• Qualifications: -Minimum D3 in any discipline but Fresh graduates are welcome -Fluent English in both oral and written - Familiar with Computer (Microsoft Office & Internet) -Excellent telephone manner and communication skills are essential• -As well as ability to work under pressure -Attractive and good physical appearance -Highly motivated and discipline, honest, pleasant personality and good health - Well representative (Good Looking), well groomed, energetic, communicative, mature & highly adaptable to new challenges• -Willing to work overtime is needed -Willing to work under contract
Top Seven Reasons to Work at Levi Strauss • A career here is like getting a PhD in global retail and brand management. Maybe better. • We are the real deal. Levis® are the original and definitive jean. Dockers® is the worlds best and most-loved khaki brand. • We are the embodiment of the energy and events of our time, inspiring people from all walks of life with a pioneering spirit. • Our products are timeless. They are living, evolving symbols, loved and trusted by millions. • We are a truly global company, with a footprint in 110 countries and tremendous opportunities in India and China. • We always strive to strike the right balance between profits and principles, with an eye to creating a sustainable future. • We offer a dynamic workplace that thrives on innovation and ideas. You will be surrounded by colleagues who want to bring out the best in you and are driven to make us No. 1.http://www.levistrauss.com/careers/working-here
insider’s thinking For working in Levi Strauss & Co. • Great Company. Best Job of My Life Levi Strauss International Traffic Manager (Former Employee), San Francisco, CA – September 26, 2012 • Pros: the entire atmosphere • Cons: several differences with my manager • “I worked at LS&Co. for nearly 11 years. It was without a doubt the best job I ever had. I met and worked with so many good people both in the home office and around the world. The salary and benefits were super. I got to travel a lot and go to places I would not otherwise have visited. I would not trade the experience for anything.”http://www.indeed.com/cmp/Levi-Strauss-&-Co./reviews
• Hard work and good times Assistant Store Sales Manager (Former Employee), Tilton, NH – September 24, 2012 • Pros: grate product • “everyone loves good jeans good people make it evean better long hours, big store, not much staff.”http://www.indeed.com/cmp/Levi-Strauss-&-Co./reviews
1. Levi’s has been distributed to many countries troughdepartment store and levi’s official outlet2. In Indonesia, Levi’s usually sell in Matahari Dept Store3. There are 4 official outlet from levi’s in Indonesia
• In the media through the advertisement on TV, poster or Magazine.• Twitter and Facebook (twitter in @LevisMY and on Facebook : Levi’s).• Website (www.levistrauss.com)• Levi’s successfully gain market share by providing a collaboration with some singers to create a “Levi’s Song”• levi’s also make many events which provide a big sale
SEGMENTATIONGeographic :Levi’s products are sold approximately 55,000 retail locations inmore than 110 countries . this includes approximately 1,900 retailstores dedicated to our brands , including both franchised andcompany-operated stores.Demographic :Men, women, teens, and children. So everyone is a potentialcostumer for Levi’s. Usually they are the ones who have high income.Psychographic :Various models of Levi’s are made for any activities, based onconsumer’s neededBehavioral :High quality and various models, good services
TARGETINGMostly Levi’s targets its market among thefollowing classes:• Women and men• Upper class• Middle upper class• High lifestyle
POSITIONING• Levi’s outlets which provide variousproducts of Levi’s• Levi’s products suit religion culture ofthe country• Many easy ways to get satisfiedproducts• Leading in models
Calvin Klein Levi’s 40 % 30 % Wrangler 15 %
RECOMMENDATIONFrom those data and analysis, werecommend Levi’s to work on followingareas :• Inexpensiveness• Women and kids section• Expand the advertisement
CONCLUSIONLevi’s is the top brand which has been welldistributed into more than 110 countries.Levi’s has various models which suit costumer’sstyle.In distributing their product, Levi’s put manyexcellent strategies through SWOT and STPanalysis.Levi’s will continuously develop their productquality to growth their company.