How Did Levi's Manage Its Comeback?

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How Did Levi's Manage Its Comeback?

  1. 1. HOW DID LEVI’S MANAGE ITS COMEBACK? AN ANALYSIS OF HOW A STRUGGLING COMPANY REVIVED ITSELF Anna Sandgren
  2. 2. Introduction <ul><li>Levi Strauss </li></ul><ul><li>1873 waist overalls  jeans </li></ul><ul><li>Great success most of the 20 th century </li></ul><ul><li>Started losing market share in 1996 </li></ul><ul><li>Turned around in 2007 </li></ul>
  3. 3. What went wrong? <ul><li>Failure to meet market trends </li></ul><ul><li>- no innovation </li></ul><ul><li>- “baby boomer brand” </li></ul>
  4. 4. What went wrong? <ul><li>New entrants into the jeans market </li></ul><ul><li>- designer jeans from fashion houses </li></ul><ul><li>- retail stores </li></ul>
  5. 5. The Comeback <ul><li>A revamped business strategy </li></ul><ul><li>- new product lines </li></ul><ul><li>- increased availability </li></ul>
  6. 6. The Comeback <ul><li>Repositioning </li></ul><ul><li>- target younger consumers </li></ul><ul><li>- better at following trends </li></ul><ul><li>- technology </li></ul>
  7. 7. Conclusion <ul><li>Problem 1 </li></ul><ul><li>Failure to meet market trends </li></ul><ul><li>Problem 2 </li></ul><ul><li>New entrants into the jeans market </li></ul><ul><li>Solutions: </li></ul><ul><li>Revamped business </li></ul><ul><li>strategies </li></ul><ul><li>Repositioning </li></ul>
  8. 8. Recommendations <ul><li>Strategic alliances and licensing </li></ul><ul><li>Fast Fashion </li></ul><ul><li>Customization </li></ul>

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