Levi Strauss & Co. was founded in 1853, originally selling dry goods before revolutionizing work pants by adding metal rivets in 1873, which led to the creation of the iconic Levi's jeans. The brand gained immense popularity throughout the 20th century, particularly among youth and various subcultures, and faced challenges from competition while focusing on quality and innovation. Today, Levi's targets a diverse demographic, emphasizing self-expression and authenticity while responding to evolving consumer demands in fashion.

2. INTRODUCTION
Founded by Mr. Levis Strauss in 1853.
imported fine dry goods - clothing, bedding,
combs, purses and handkerchiefs from New York
and sold the goods to the small general stores.
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.
On May 20, 1873, Strauss and Davis
received United States patent #139121 for using
copper rivets to strengthen the pockets
of denim work pants.

3. 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.
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.

4. The organization grew in thirty years to
include a sales force of more than 22,000,
with 50 plants and offices in 35 countries.
In 1950’s and 60’s jeans became a rage
amongst youth and various subcultures.

5. JOURNEY OF LEVI’S
During WORLD WAR II-blue jeans were declared an
essential commodity and were sold only to people
engaged in defense work
Made the first jeans for women,lady levi’s*
Introduced to the eastern US during the dude ranch craze
Sales confined to the working people of the western U.S
Created the levi 501s jeans
Made the first blue jeans: the first riveted men’s work
pants out of denim
Founded by the Strauss family1853
1873
1890
1920
1930
1934
1940

6. Created ommuter line:Born to Bike
The magazine names 501 jean the fashion item of the
century
Terms of Engagement: help promote fair labor standards
and workers' rights
Made clothing for the athletes at olympic games
Levi’s branched out into a range of different garments
From 1950-1980s levi’s jeans became popular of youth
subcultures
Expanded to europe and asia1965
1950
1980
1984
1991
1999
2011

7. LEVI’S STRAUSS
SIGNATURE
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.

8. A LEVI’S MEANS. . .
Levi’s is synonymous to Jeans.
Trust
Quality
Style
Comfort
Durability
A denim beyond age, time and fashion trends.

9. TARGET MARKET
LEVI’s specifically targets customers falling
under:
a) Upper Class
b) Upper Middle Class
emphasizes more on the age group of 13-24
(youngsters), although it has its product range
for people with above 30 yrs age.

10. Its strategy is basically on having long-term
relations with their customers by designing
jeans, shape, color, and cloth so that fun mix
and match clothes with accessories in style of
fashion
In 1930’s Jeans were positioned as being worn
by “cowboys”.
Consumer demand shifts from durability of
jeans to fashion of jeans.
-Culturally, jeans became symbol of youth and
rebellion.

11. CURRENT TARGET MARKETS
Age 15-30
Male & female
Fashion consious
Students & young
professionals
Middle income
VALUES:-
Self expression
Authenticity
Peer acceptence
Trendsetter
Effortless cool
Age 30-50
Male & female
Professionals & blue collar
Have been wearing levi’s
since their youth
VALUES:-
Sense of loyalty
American sprit
Familiarity
Self expression

12. FUNCTIONAL BENEFITS
•Mobility
•Protection
•Durability
•convenience
•Trendy
•Classic styling
•Innovative
technology
•Variety of prices
•Variety of
sizes/styles
•Collection
optimized for
specific needs

13. EMOTIONAL BENEFITS
EXPRESS YOURSELF
AND BE ACCEPTED
BY SOCIAL PEERS
FREEDOM TO BE CONFIDENT
ACCEPT YOURSELF
AS YOU ARE AND
EXPRESS YOUR
CONFIDENCE

14. BRAND CONCEPT
Levi’s gives everyone the opportunity to craft
experiences and opportunities by building
confidence through durable clothing.
BRAND
IDENTITY

15. COMPETITORS &
SEGMENTATION APPROACH
Threatened by competition, because barriers of
entry were relatively low in the jean market.
(excluding the patent).
Some of Levi’s competitors include:––Calvin
Klein, Gap Jeans ,VF Corp (Lee, Wrangler),Tommy
Hilfiger.
The entrance of new competitors had many
effects on Levi’s.
More competitive prices leading to lower profits.
Availability of substitutes firm faces increase in
elasticity of demand.

16. Brand Loyalty––The word “original “
is used many times.––Some television
ads are set in the late 1800s, stressing the historic
value of ads the company.
Levi’s, Dockers, Denizen and Signature brands
which are trusted .
Recognized for their quality, integrity and
originality.
Levi’s and Dockers denim and khakis set a
standard by them. These newer upstarts are able
to “chip away” at Levi’s market dominance
because they are able to capture segments.
VF Corp captures low--end jean consumers.
Calvin Klein captures high--end consumers

17. Company was forced into radical
cost--cutting, closing dozens of factories and
laying off thousands of workers.
The premium jeans market has over the last
five years largely sales grew at 40--45% rate
for multiple years.
Posting declining sales in nine out of ten years
prior to 2007.
With the rise of competitors and decrease in
brand image, Levi Strauss & Co. makes use of
edgy advertisements.

18. POINTS OF
PARITY
Accessibility
Convenience
Variety
Quality
Fitting jeans
POINTS OF DIFFERENCE
Authentic
Original
Innovation
Premium price

19. VALUES. . .
EMPATHY- waiting in other people’s shoes
ORIGINALITY-being authentic and innovative
INTEGRITY-doing the right thing
COURAGE-standing up for what we believe

20. PERSONALITY. . .
REAL-rooted in who we are and put or values into
action
ADVENTURES-seek advanture and encourage
explorations
MOTIVATED-remain focused and deliver on your
promises
CONFIDENT- freedom to yourself

21. RECOMMENDATIONS
Enhance Levi’s relationship with key target
audiences and develop an optimized brand
and communications platform specially
targeted to the Urban demographic.
Building on our legacy and driven by our value,
we want to empower young Urban adults to
seize opportunities that matter in their lives,
and follow their own American dream.

22. TAG LINES
A style for everything.
Have you ever had a bad time in
levi’s?
Quality never goes out of style.
Levis.original
jeans.originalpeople.

23. THANK YOU…