Levi Strauss & Co. is a clothing company founded in 1853 in San Francisco that specializes in denim jeans. It remains family-owned. Levi's introduced the first blue jeans in 1873 and its headquarters remains in San Francisco. The company has global divisions and operates stores worldwide, employing over 16,000 people. Its brands include Levi's, Dockers, and Denizen. While initially making clothing for miners, Levi's aims to inspire people with pioneering spirit through its values of empathy, originality, integrity and courage. It has over 150 years of experience in jeans manufacturing and aims to continue its legacy for another 150 years through localized offerings and commitment to social causes like HIV/AIDS prevention.

1. PRAJISH P
S3 MBA

3. History
•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
nephews.
•Head quarters – Levi’s plaza in San Fransisco

4. Values & Vision
“
We are the embodiment of the
energy and events of our times,
inspiring people with a
pioneering spirit..”

5. Ethics & Attitude
• Initially Levi’s was poor man’s clothing.
• 1st sold to gold miners.
• Policies includes
-Empathy
-Originality
-Integrity
-Courage

6. Organisation
• Levi Strauss & Co. is world wide corporation
organized into three geographic divisions.
- Levi Strauss Americas(LSA), San Fransisco
head quarters.
- Levi Strauss Europe, Middle East and
Africa(LSEMA), head qtrs at Brussels.
-Asia Pacific division(APD), head qtrs at
Singapore.

7. •
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Pvt. Company.
STEPHEN.C.NEAL – Chairman of Board.
CHIP BERGH – President & CEO.
470 company operated stores.
16200 employees world wide.
Revenue - $4.4 billion.

9. Brands
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Levi’s
Levi Strauss Signature
Dockers
dENiZEN
Levi’s 501 Original

10. Sample shipment data
Levis Strauss Co is an importer in
the United States
which imports goods from the
following countries

11. Competition
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CALVIN KLIEN
GAAP
ESPIRIT
PEPE JEANS
Levis enjoys being the most imitated brand of
all times.
• Most of the cases were on imitating its back
pocket double arc stitching pattern.

12. Advertising
• 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
Deepika Padukone.

14. Marine honour for levi srauss
1950’s brochure

16. SWOT Analysis
Strengths
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Pioneer in jeans.
Location.
Well educated employee.
High employee involvement.
Market share.

17. Weakness
• Excess of ethics.
• Kept younger recruits apart.
• Lack of good developmental strategic plan.

18. Threats
• Large no: of competitions.
• Frequent changes in customer tastes &
preferences.

19. Oppurtunities
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Initialy no competitors.
Worldwide expansion.
Diversified product range.
Make use of mega retailers like Wal-mart, KMart.

23. CSR
HIV/AIDS
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
.

24. *eco-friendly products
*Less pollutants.

25. Conclusion
• Levi’s has 150 years of experience in
manufacturing jeans.
• 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.

26. Thank U…..