•Founded in 1853 by bavarian
immigrant LEVI STRAUSS.
•In 1873, the first blue jeans was made.
•The company remains owned and controlled
by descendants and relatives of Levi Strauss’s 4
•Head quarters – Levi’s plaza in San Fransisco
Values & Vision
We are the embodiment of the
energy and events of our times,
inspiring people with a
Ethics & Attitude
• Initially Levi’s was poor man’s clothing.
• 1st sold to gold miners.
• Policies includes
• Levi Strauss & Co. is world wide corporation
organized into three geographic divisions.
- Levi Strauss Americas(LSA), San Fransisco
- Levi Strauss Europe, Middle East and
Africa(LSEMA), head qtrs at Brussels.
-Asia Pacific division(APD), head qtrs at
STEPHEN.C.NEAL – Chairman of Board.
CHIP BERGH – President & CEO.
470 company operated stores.
16200 employees world wide.
Revenue - $4.4 billion.
Levi Strauss Signature
Levi’s 501 Original
Sample shipment data
Levis Strauss Co is an importer in
the United States
which imports goods from the
Levis enjoys being the most imitated brand of
• Most of the cases were on imitating its back
pocket double arc stitching pattern.
• Levi’s marketing styles uses old recordings of
popular music in TV, ranging from traditional
pop to punk rock.
-Ben E King(“stand with me”)
-Percy Sledge(“when a man loves a woman”)
-Eddie Cochran(“C’mon everybody”)
-In India “Fit to die for” ad campaign ran with
Pioneer in jeans.
Well educated employee.
High employee involvement.
• Excess of ethics.
• Kept younger recruits apart.
• Lack of good developmental strategic plan.
• Large no: of competitions.
• Frequent changes in customer tastes &
Initialy no competitors.
Diversified product range.
Make use of mega retailers like Wal-mart, KMart.
More than 25 years ago, Levi Strauss &
Co. was one of the first major companies
to acknowledge HIV/AIDS and to apply
significant resources towards its
eradication. Today, millions of dollars and
thousands of volunteer hours later, we
remain committed to HIV/AIDS head-on
• Levi’s has 150 years of experience in
• Levi’s has opted a more localised and youthful
approach in its offerings and marketing. But at
the same it enjoys equal command over the
elder population as well.
• We can expect to see another 150 years of
History of Levi’s.