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This PPT was made in Feb 2010 and states facts and figures true to the date

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  2. 2. Original Authentic Jeans<br />By: ShraddhaNigdikar<br />
  3. 3. Introduction<br />Founded by Mr. Levis Strauss in 1853.<br />imported fine dry goods - clothing, bedding, combs, purses and handkerchiefs from New York and sold the goods to the small general stores.<br />In late 1870 Jacob Davis, a Reno, Nevada tailor, started making men's work pants with metal rivets at points of strain for greater strength.<br />On May 20, 1873, Strauss and Davis received United States patent #139121 for using copper rivets to strengthen the pockets of denim work pants.<br />
  4. 4. In the 19th century most of the jeans were sold to mainly to Sailors and men with rigorous occupations as Jeans was a very tough and sturdy clothing option.<br />The Modern Levi’s Jeans began to appear mainly after 1920, and experiences accelerated growth during world war 1 when it became an essential for the defense personnel.<br />
  5. 5. The organization grew in thirty years to include a sales force of more than 22,000, with 50 plants and offices in 35 countries.<br />In 1950’s and 60’s jeans became a rage amongst youth and various subcultures.<br />
  6. 6. The troublesome days…<br />“Levi's is basically a troubled company. Although their name is hallowed in American history, few people these days wear Levi's jeans.” <br />Kurt Barnard, President of Barnard's Retail Trend Support<br /> The Financial Times February 2001.<br />
  7. 7. Competition<br />Levi’s faced competition from Calvin Klein, GAP and also the cheap alternatives available in big retail chains like Wal Mart etc.<br />Levi’s also enjoys (suffers) being the most imitated brand of all times.<br />Nearly 100 lawsuits against competitors since 2001<br />
  8. 8. Levi’s Strauss Signature<br />In 2003, Levi’s launched Levi’s Strauss Signature targeting the price sensitive customers who purchased their apparels from Wal Mart and other big discount stores. LS Signature became a rage amongst youngsters with their innovative and affordable designs and offerings.<br />
  9. 9. The Brands<br />Levi’s<br />Levi’s Strauss Signature<br />Dockers<br />Levi’s Mobile Original click here<br />The products and collections…<br />Levi’s 501 Original collection.<br />Red Tab etc…<br />
  10. 10. Brand Extension<br />The best source of profitable growth <br />Rejuvenated brand’s image. <br />Prevented brand switching <br />Unbeatable functional benefits <br />Emotional connect-brand association.<br />
  11. 11. A Levi’s Means…<br />Levi’s is synonymous to Jeans. <br />Trust <br />Quality <br />Style<br />Comfort <br />Durability<br />A denim beyond age, time and fashion trends. <br />
  12. 12. Ad Campaigns <br />Original Authentic Jeans<br />A sexier appeal to attract youth compete with competitors like Calvin Klein <br />Go Forth : U.S. of A.<br />
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  15. 15. Asia Pacific<br />INDIA: Popular film stars.<br />
  16. 16. Levis has opted a more localized and Youthful approach in its offerings and marketing. But at the same it enjoys equal command over the elder population as well.<br />We can expect to see another 150 years of History from Levi’s.<br />