1. Brand Management
&
Expansion Strategy
Erin Morrison
Francis Ramos
Kathryn Klopp
Sona Martirosian
Anyarat Priyawat
Ching-Hui Chen
NYU
MS Integrated Marketing

2. LEVIS VIDEO LEVIS VIDEO LEVIS VIDEO LEVIS VIDEO

3. Levi Strauss & Co. is one of the world's largest brand-name
apparel companies and a global leader in jeans-wear. The
company designs and markets jeans, casual wear and related
accessories for men, women and children. Levi’s products are
sold in more than 110 countries worldwide through a
combination of chain retailers, department stores, online
sites, and a global footprint of approximately 2,800 retail stores
and shop-in-shops. Levi Strauss & Co.'s reported fiscal 2012 net
revenues were $4.6 billion.
The Levi’s® brand epitomizes classic American style and
effortless cool. Since their invention by Levi Strauss & Co. in
1873, Levi’s® jeans have become the most recognizable and
imitated clothing in the world — capturing the imagination and
loyalty of people for generations.

4. Founded by
the Strauss
family
Made the first
blue jeans: the
first riveted
men’s work
pants out of
denim
– Blue jeans
were declared an essential
commodity and were sold
only to people engaged in
defense work
Sales confined
to the working
people of the
Western U.S.
Terms of Engagement:
help promote fair labor
standards and workers'
rights

6. CURRENT TARGET MARKETS
• Age: 15-30
• Male & Female
• Fashion conscious
• Students & young professionals
• Middle Income
VALUES:
• Self expression
• Authenticity
• Peer acceptance
• Trendsetter
• Effortless cool
• Age: 30-50
• Male & Female
• Professionals & Blue collar
• Have been wearing Levi’s since
since their youth
VALUES:
• Sense of loyalty
• American sprit
• Familiarity
• Self expression

7. • Mobility
• Protection
• Durability
• Convenience
• Variety of prices
• Variety of sizes/styles
• Collections optimized
for specific needs
• Trendy
• Classic styling
• Innovative
technology

8. FREEDOM TO BE
CONFIEDNT
EXPRESS
YOURSELF AND
BE ACCEPTED BY
SOCIAL PEERS
ACCEPT
YOURSELF AS YOU
ARE AND EXPRESS
YOUR
CONFIENDCE

9. BRAND
IDENTITY
A style for every story.
Have you ever had a bad time in Levi's?
Quality never goes out of style.
Levis. Original jeans. Original people.
TAGLINES
BRAND
CONCEPT
Levi’s gives everyone the opportunity to craft experiences
and opportunities by building confidence through durable
clothing.

10. Empathy Walking in other people’s shoes
Originality Being authentic and innovative
Integrity Doing the right thing
Courage Standing up for what we believe
Real Rooted in who we are and put or values into action
Adventurous Seek adventure and encourage explorations
Motivated Remain focused and deliver on our promises
Confident Freedom to be yourself
VALUES
PERSONALITY

11. We are the embodiment of the energy and events of our time, inspiring people
from all walks of life with a pioneering spirit. Generations have worn Levi’s®
jeans, turning them into a symbol of freedom and self-expression in the face of
adversity, challenge and social change. Our customers forged a new territory
called the American West. They fought in wars for peace. They instigated
counterculture revolutions. They tore down the Berlin Wall.
Reverent, irreverent — they took a stand.
It is our belief that American ingenuity never fades. That hard
work, creativity, freedom, and self-expression never go out of style. This
ingenuity and work ethic has changed society on a global scale, but also at the
street level, helping our customers revolutionize the way that they are seen and
heard. So every day we want to inspire creativity, to support all
movements, and to make the American dream come true again, and again, and
again.

12. Competitive Advantage Consumers' Expectation Conclusion
Affordable Affordable Affordable
Low to Medium Premium collection Wide Price Range
Wide Price range Free Alteration Frequent Discount
Retail Return Free Free shipping High cost/performance
Free Shipping on $100+ order Free Return Shipping Fee
Online Student Discount 20% Student Discount
Frequent Discount Frequent Discount
High cost/performance High cost/performance

13. LEVI’S JEANS LINES
LEVI’S RED
LEVI’S VINTAGE
PREMIUM SPECIAL EDITION
LEVI’S TYPE 1
PURE BLUE
ENGINEERED JEANS
SILVER TAB
RED TAB
LEVI’S STRAUSS SIGNITURE
LEVI’SBRAND
LEVISTRAUSS
SIGNITURE
BRAND
Trend Initiators
Trend Influencers
Early Adopters
Traditional
Value
Driven
$145 - $220
$48 - $110
$35 - $48
$27 - $30
$Under $30

14. 0
100
200
300
400
Levis
Wrangler
Seven
Lee
TrueRel
CK
AG
Rag&Bone
Rocawear
LRG
SeanJohn
Disel
0
200
400
600
800
Levis
Wrangler
Seven
Lee
TrueRel
CK
AG
Rag&Bone
Disel
BabyPhat

15. • High global top of mind awareness
• Authentic “American” brand
• Deep market penetration
• Large breadth of product (cuts and washes)
• Owns a unique product naming model
(“501”)
• Good balance of style and versatility
• Utilizes a wide array of distribution channels
• Playing in a crowded market
• Not considered to be a high-end brand
• Inconsistent pricing model across
distribution channels
• Work attire is becoming increasingly casual
• Large gap in the urban market – no clear cut
market leader
• Denim pants are becoming acceptable in
high-end night clubs
• Lack of well-known American-made
selvedge denim brands
• Increased popularity of American-made
products
• Influx of new competitors in the denim
market
• Rise of non-denim pant options
(leggings, chinos, etc.)
• Increased interest in sartorial men’s fashion.

17. Wrangler
American Eagle
Seven for all Mankind
True Religion
Calvin Klein
Lee
AG
GAP
Macy’s
Urban Outfitters
Free People
Abercrombie & Fitch
Zara
Hollister
Forever 21
Nordstrom
H&MTights/Leggings- American Apparel, Uniqlo
Sweat Pants- Champion, Pink
Slacks –Ann Taylor, Banana Republic
Work pants- Dickies, Dockers
Dresses /Skirts- Urban Outfitters, Zara, H&M
Shoes – Steve Madden, Aldo, Nike
Make up- Sephora, Mac
Household Needs- Target, Walmart
Watches – G-Shock
Handbags & Jewelry
Sports Jerseys
Headphones- Beats by Dre
Other Apparel
Changing fashion trends
Club dress codes/School dress codes
Art supplies/Music equipment
Concert or Sporting event tickets
Festivals – Coachella, Ultra, EDC
Have too many jeans

18. LEVIS
B&M
3RD
PARTY
B&M
LEVIS
ONLINE
3RD
PARTY
ONLINE
LEVIS
LUXURY
B&M
LEVIS
OUTLET
POP-UP
SHOPS
MEN
X X X X X X X
WOMEN
X X X X X X X
BABIES&
TODDLERS X X
TWEENS
X X X
TEENS
X X X
SHOES
X X
ACCESSORIES
X X X

19. LEVIS
B&M
3RD
PARTY
B&M
LEVIS
ONLINE
3RD
PARTY
ONLINE
LEVIS
LUX
B&M
LEVIS
OUT
LET
POP-
UP
SHOPS
MOBILE CATALOG BLOG FACTORY B2B
MEN
X X X X X X X X X X
WOMEN
X X X X X X X X X X
BABIES&
TODDLERS X X X X X
TWEENS
X X X X X X
TEENS
X X X X X X
SHOES
X X X X X
ACCESSORIES X X X X X X
SWIM
WEAR X X X X X X X X X
LINENS
X X X X X X
TECH
ACCESSORIES X X X X X X X X
DIY
CUSTOM X X X
HIGH END
DENIM X X X X X X X X X
UNIFORMS
X X X

23. URBAN CUSTOMER SEGMENT
 Ethnically, economically, and culturally diverse
 Ethnic youth culture
 Build “transcultural” identities
 Music, fashion, language central to identity
 Focused in cities: NY, LA, SF, Chicago, Miami
 Trend setters
 Fast paced lifestyles
 Fashion driven by city environment
 Value independence/ “street smarts”
 Take pride in defying convention
 Work tirelessly towards their passions
 Process multiple media sources simultaneously
 Style is more important to younger consumers than cost
 Black consumers spent $2Billion on apparel & footwear last year
 Lower income urbanites view jeans as an aspirational purchase
 Hispanic consumers buy more jeans than any other group

25. 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.

26. BRAND CONCEPT
Crafting experiences through confidence
BRAND PROMISE
Provide opportunities through durable clothing.
BRAND PERSONALITY
Real, Adventurous, Motivated, Confident
External Retailers Corporate Social
Responsibility
Social Media
Our Communications: What We Say and How We Say it to Our Target
Internal

27. Thank You