HistoryMajor playersFormat of retailingLocation of thestore7P’sof theorganisationIn housebrandsFutureplans
Levi Strauss & CoFoundersHeadquartersArea servedIndustryOwner(s)EmployeesDivisionsLevi StraussSan Francisco, California, U.S.Worldwide ClothingTextile10,000+Levis, Dockers, Signature by Levi Strauss& Co.
Contd…Levi Strauss & Co. (LS&CO) is a privately held clothingcompany known worldwide for its Levis brand of denimjeans.The company began producing denim overalls in the 1870s,modern jeans were not produced until the 1920s Levi Strauss & Co. is a worldwide corporation organizedinto three geographic divisions:Levi Strauss Americas (LSA), based in the San Franciscoheadquarters;Levi Strauss Europe, Middle East and Africa (LSEMA), basedin Brussels; and Asia Pacific Division (APD), based in Singapore
FORMAT OF RETAILINGLS&Co. products are sold through a wide variety of retailformats around the world, including chain and departmentstores, approximately 15,000 franchise stores dedicated tobrands in the company-operated retail network, multi-brandspecialty stores, mass channel retailers, and both company-operated and retailer Web sites. There are approximately 2,000 retail stores dedicated toselling this brands around the world.
PRODUCT:-The company design and markets jeans and jeans related pants,casual, skirts, jacket and related accessories for men, women andchildren.Levis brand- men ,women and kids jeans, jeans related products,knit and woven tops, outer wear and accessories.Dockers- men, women and boys casual pants, shorts, skirts, knitand woven tops,outer wear and accessories.Slates- men and women pants, skirts, tops,jackets,outer wear,accessories.
PLACE...To provide desired products at proper place.To fulfil the requirements of every locality according to thetaste of the peopleTo increase the brand equity by reaching every corner of theworld Promotion.To equalize the demand and supply of products at all places.
For the promotion of sales Levi Strauss & Co. adopt avery effective but comprehensive strategy. Levis pays attention to the publicity of its products. Themajor source of promotion of Levi’s is done by creatingpublic relations.Brand Ambassdor:AkshAy kumAr
Levi’s uses the following promotional strategies topromote its productPersonal selling- Personal selling by the representative ofthe organization takes place face to face with finalconsumers.Mass selling- Levis does mass selling to inform a bulk ofpersons by advertisingAdvertising Medium :The advertising media used by thecompany are :-TelevisionFashion Magazines, NewspapersInternetBill boards, banners etc.
PEOPLEEMPLOYEES:- Approximately 11,800 worldwide• 5,400 in the Americas• 4,200 in Europe• 2,200 in Asia PacificSTAFF:Well dressed and with in uniform.Staff member have a good command over language witha good communication skill.Most of the staff is localised and a well known to locallanguage.
PROCESSDocument:-Document process identify risk and controls.Validation:- validate that key risks are covered in the processes ,check whether controls are working effectively.Remediation:- take corrective actions when controls are notdesign properly or not working as design.Testing:- test controls by taking sample from populationperiod.Reporting:- report control platform to management.
PHYSICAL EVIDENCEThe Retail outlets of Levi’s products are mainly in big mallsand now it is also available in Small towns which is easilyreached by the High class and Middle class people.There is no other company with a comparable global presencein the jeans and casual pants markets.
IN HOUSE BRANDS:BRANDS:The products of Levi Strauss & Co are sold under threebrands:Levis®:Since their invention in 1873, Levis® jeans havebecome one of the most successful and widelyrecognized brands in the history of the apparel industry.Dockers® :Dockers® brand, which pioneered the movementtoward business casual, has led the U.S.
khaki category since the brands 1986 launch,and is now available in numerous countries.Levi Strauss Signature™:In 2003 the launch of the Levi StraussSignature™ brand, giving value consumers high-quality and fashionable clothing from a companyon which the consumers trust.
FUTURE PLANS:Levi s sees gr owt h f rom newproduct cat egories, r et ailnet work expansion and or ganicgr owt h in t he exist ingbusiness.Levi s is a f ut ure brand in t heI ndian cont ext . I t hasexcellent brand archit ect ur ein place, and it is perf orming
The overall domest ic denimmarket in t he t op six met ros isest imat ed at 12 million piecesannually. The mass-priced segment of Rs300-500 account s f or six millionpieces. The mid-priced market —up t o Rs 1,000 — chips in wit ht hree million pieces, while t he