Levi Strauss & Co. introduced the Levi's Commuter Trucker Jacket with Jacquard technology in 2017 to address declining sales due to a lack of new trends. The jacket allows users to interact with their smartphone from their sleeve using Jacquard technology. Chip Bergh, the CEO, collaborated with Google's Jacquard project to create this innovative product. Sales forecasts projected the jacket would boost sales by appealing to urban cyclists and those wanting to reduce smartphone usage, though its longevity as a trend was uncertain.

1. Levis
(2017)
CASE STUDY ON TREND
AND SALES
FORECASTING ANALYSIS
By:
S.Dhanushree
MFM 1st year

2.  Levi Strauss & Co. was founded in the year 1853 in
San Francisco, California.
 Founder - Levi Strauss
 Motto - “Quality never goes out of style”
 President & CEO – Chip Bergh
 The world's largest brand-name apparel companies
and a global leader in jeans wear.
 America’s most iconic denim brand
 The Levi's®, Dockers®, Signature by Levi Strauss &
Co.™ and Denizen® are the brands under which the
products are marketed .
INTRODUCTION

3. Levi Strauss Chip Bergh

4.  What’s Old Is New Again:
 Trend of 2017 - Levi’s® Commuter™ Trucker Jacket with
Jacquard™
 Inspired by iconic 1967 Type III Trucker Jacket.
TREND FORECASTING ANALYSIS

5.  Chip Bergh, in September 2011, basically went on a listening
tour, spending an hour with each of the company’s top 60
executives.
 e-mailed them his questions beforehand:
1. What are three things we should not change?
2. What are three things we absolutely must change?
 Then at last he came to know that , people are moving
towards the other brand due to the lack of creativity and new
trends in levis.

6. TREND FORECASTING ANALYSIS
 It was then, Bergh decided to introduce the Levi’s®
Commuter™ Trucker Jacket with Jacquard™ as people
want to make life easier, by staying connected to the
digital world.
 Then he collaborated with JACQUARD which was
owned by GOOGLE.
 Serving the commuter community and beyond it to
those whose just don’t like having their smart phones
out, in general.
 Bergh said “you can keep your phone in your pocket
and your eyes on the world around you, staying
connected without being distracted.”

7. FOR LS&CO.’S, SENIOR INNOVATION DESIGNER, UNA MURPHY,
PREDICTS THE FUTURE AND SHE DOES THE TREND
FORECASTING.

8.  Designed for your everyday life.
 It was designed for cyclists, this next generation
version has been designed from the ground up to be
helpful in your everyday life.
 With Jacquard technology, Levi’s® Trucker Jacket
lets you access digital services right from your cuff,
wherever you go.
 Get updates about your day, take a remote selfie,
get notified if you leave your phone or jacket behind,
and more, so you can stay focused on what’s
important.
TRUCKER JACKET LEVI’S®

9. TRUCKER JACKET LEVI’S®

10. TRUCKER JACKET LEVI’S®
 VIDEO 1

11.  Specifically tailored with the urban cyclist in mind.
 Levi’s® Commuter™ Trucker Jacket was designed for
biking around the city.
 It features articulated shoulders, reflectors, and a
dropped hem to keep you covered as you ride.
 Access digital services while on the go using
Jacquard technology that is woven right into the left
sleeve (cuff) of your jacket.
COMMUTER™ TRUCKER JACKET
LEVI’S®

12. COMMUTER™ TRUCKER JACKET
LEVI’S®

13. COMMUTER™ TRUCKER JACKET
LEVI’S®
 VIDEO 2

14.  The Levi’s® Trucker jacket with Jacquard™ is sold at
Classic Trucker - $198 - 15130.96 INR
Sherpa Trucker - $248 - 18951.91 INR
SALES FORECASTING

15.  It is a new type of wearable.
 Innovative, gives more value to the product and taking
back more loyality.
 Delights the customers.
 This new technology will be a new revolution in the
industry, it will be a game changer for clothing industry
and the technology field.
 Technology adaption may boost sales
 Lets the wearers control various functions on their
smartphone. (has a touch interactive patch on its cuff)
 The goal is to allow electronics to disappear into the
fabric of daily life, “getting the technology out of the
way and making interactions more natural and more
seamless.
SALES FORECASTING ANALYSIS

16.  It was targeted at people who transport by bike and cycle.
 Bike riders – due to reflected strips and not to get distracted
while riding.
 Sales forecasting is also done by checking through the records of
the past sales history of Levis.
SALES FORECASTING ANALYSIS

17.  Practical purpose to wearables.
 The future of wearable tech in fashion goods was
going to be more about smart textiles than gadgets,
like Google Glass or the Apple Watch
 To make bike rides safer and less stressful by
reducing the need to reach for one’s phone to see the
time, check directions or answer a phone call. The
jacket can also be used in more casual settings for
those looking to reduce overall screen time.
CONCLUSION

18. CONCLUSION
 Trend analysis is done to collect and evaluate data and
information that might impact the future.
 Will people accept it.
 How long will it be in trend?
FAD, CLASSIC, FORD (affordable)
 Sales forecasting is done based on the following:
1. Revenue forecasting:
(budget, sales plan, gross profit)
2. Volume forecasting (demand):
To meet consumer demand with optimal use of company
resource. (marketing mix)

19. CONCLUSION
 Key decisions that are derived from a sales forecast
include:
1. Employment levels required
2. Promotional mix
3. Investment in production capacity
4. Plant capacity
5. Availability of raw materials
6. Capital expenditure
7. Return on investment

20.  To know more about the Levi’s® Commuter™ Trucker
Jacket with Jacquard, do check out the below
websites:
1. https://atap.google.com/jacquard/collaborations/l
evi-trucker/
2. https://atap.google.com/jacquard/collaborations/l
evi-commuter/
3. https://www.levistrauss.com/2019/10/01/levis-
trucker-jacket-with-jacquard-by-google-gets-high-
tech-update/
4. https://www.digitaltrends.com/mobile/google-
levis-sherpa-jacket-with-jacquard/
REFERENCE

21. THANK YOU