The document outlines the history of Levi Strauss & Co from 1853 to 2010, including key events like Jacob Davis partnering with Levi Strauss in 1872 to patent riveted pants, the rivet patent entering public domain in 1890, and various marketing and product milestones over the decades as the blue jean became a global icon. It provides details on the invention of the blue jean and the evolution of Levi Strauss & Co into a global brand over more than 150 years.

3. 1853

4. 1872
Jacob Davis, a Reno Nevada tailor, writes to Levi Strauss,
telling him about the process he invented to rivet the
pocket corners on men’s pants to make them stronger.
He suggests the two men take out a patent on the
process together and Levi agrees.

5. 1873
• .
Levi Strauss & Jacob Davis are granted a patent on the process
of riveting pants by the U.S. Patent and Trademark Office on May 20.
It is patent number 139,121 and this is the invention of the blue
jean. The pants - called “waist overalls” - have one back pocket with
the Arcuate stitching design, a watch pocket, a cinch, suspender
buttons and a rivet in the crotch. We don’t know the origin of the
Arcuate

6. 1873
There may have been a tradition of pocket stitching on men’s
workwear but this has not been found in any research done so far.
The cinch and suspender buttons were standard on men’s pants.
Keep in mind that we did not invent the cut or fit of the waist
overalls; what we did was take traditional men’s work pants and
rivet them, creating the new category of workwear which we today
call blue jeans

7. 1890
The rivet patent goes into the public domain, so that Levi Strauss & Co.
is not longer the exclusive manufacturer of riveted clothing.
Lot numbers are first assigned to the products being manufactured. 501
is used to designate the famous copper-riveted waist overalls. We don’t
know why this number was chosen. We also made a 201 jean, which
was a less expensive version of the pants, as well as other products
using other three-digit numbers

8. 1971
The word “Levi’son the red Tab device is now stitched in
white with a capital “L” only; the “E” looks like it changed,
leading to the vintage clothing concept of “Big E” and “little e.”
This was done to conform to the company’s new housemark –
the “batwing” – which was adopted in 1967 and in which the
word “Levi’s” is meant to be the proper name of our founder,
Levi Strauss.

9. 1985
LS&CO. wins the Governor’s Committee Media/Advertising
Award from the New York State Office of Advocates for the
Disabled, for its positive portrayals of disabled people in the
“501 Blues” television
ads.

10. 2003
LS&CO. celebrates the 130th anniversary of the invention of
the blue jean. From the June 28, 1873 issue of Pacific Rural
Press “A New Pocket Fastening - Mr. J.W. Davis, formerly of
Reno, Nevada, but now residing in this city [San Francisco] has
just received through the Scientific Press Patent Agency, letters
patent for an improvement in fastening the seams of pockets.
The improvement consists in the employment of a metal rivet
or eyelet for fastening the seams.

11. 2007
Levi Strauss was again said to be profitable after declining sales in
nine of the previous ten years.Its total annual sales, of just over
$4 billion, were $3 billion less than during its peak performance
in the mid 1990s.

12. 2009
Levi’s was noted in the media for selling Jeans on interest-free
credit, due to the global recession.

13. 2010
The company partnered with Filson, an outdoor goods
manufacturer in Seattle, to produce a high-end line of jackets
and workwear

17. Official structure organization
Levi Straus
Of the company
& Co.
Chairman
Bob Hans
R. John Anderson
SVP, North American Region
Operations
David Bergen Lawrence Ruff Hilary Krane
Hans Ploos van Amstel
President, COO, and SVP, Strategy and SVP and General
SVP & CFO Director Worldwide Marketing Counsel
Paul Smith
Gary Grellman Paul Smith Amy Jasmer Jeff Beckman
VP and VP, Global Tax Director, Levi's Presence Director, Worldwide and
Controller Department and Publicity U.S. Communications
Mary Boland EJ Bernaki
VP, Finance, Levi Strauss Senior Manager, Worldwide
North America Communications
Keiji Amemiya
Senior Communications
http://www.cogmap.com/chart/levi-strauss-co Specialist, Levi Strauss Japan

18. Urgently needed RECEPTIONIST
PT. Levi Strauss Indonesia
• PT. Levi Strauss Indonesia, located at Wisma Pondok Indah, Jakarta
Selatan currently looking forReceptionist:
 Responsibilities:
-Handling incoming/outgoing telephone, and company’s guests
-Represents the company image as the front officestage
-Handling administration activities such as correspondence and
other documentation.
-Handling travelling trip such as ticketing & accommodation
-Handling driver & messenger schedule
-Will be to assist expatriate & foreign clients
-etc

19. • Qualifications:
-Minimum D3 in any discipline but Fresh graduates are
welcome
-Fluent English in both oral and written
- Familiar with Computer (Microsoft Office & Internet)
-Excellent telephone manner and communication skills are
essential
• -As well as ability to work under pressure
-Attractive and good physical appearance
-Highly motivated and discipline, honest, pleasant personality
and good health
- Well representative (Good Looking), well groomed, energetic,
communicative, mature & highly adaptable to new challenges
• -Willing to work overtime is needed
-Willing to work under contract

20. Top Seven Reasons to Work at Levi Strauss
• A career here is like getting a PhD in global retail and brand management. Maybe better.
• We are the real deal. Levi's® are the original and definitive jean. Dockers® is the world's
best and most-loved khaki brand.
• We are the embodiment of the energy and events of our time, inspiring people from all
walks of life with a pioneering spirit.
• Our products are timeless. They are living, evolving symbols, loved and trusted by millions.
• We are a truly global company, with a footprint in 110 countries and tremendous
opportunities in India and China.
• We always strive to strike the right balance between profits and principles, with an eye to
creating a sustainable future.
• We offer a dynamic workplace that thrives on innovation and ideas. You will be surrounded
by colleagues who want to bring out the best in you and are driven to make us No. 1.
http://www.levistrauss.com/careers/working-here

21. insider’s thinking
For working in Levi Strauss & Co.
• Great Company. Best Job of My Life
Levi Strauss International Traffic Manager (Former
Employee), San Francisco, CA – September 26, 2012
• Pros: the entire atmosphere
• Cons: several differences with my manager
• “I worked at LS&Co. for nearly 11 years. It was
without a doubt the best job I ever had. I met and
worked with so many good people both in the home
office and around the world. The salary and benefits
were super. I got to travel a lot and go to places I
would not otherwise have visited. I would not trade
the experience for anything.”
http://www.indeed.com/cmp/Levi-Strauss-&-Co./reviews

22. • Hard work and good times
Assistant Store Sales Manager (Former Employee),
Tilton, NH – September 24, 2012
• Pros: grate product
• “everyone loves good jeans
good people make it evean better
long hours, big store, not much staff.”
http://www.indeed.com/cmp/Levi-Strauss-&-Co./reviews

26. Levi’s product
T-Shirt

32. 1. Levi’s has been distributed to many countries trough
department store and levi’s official outlet
2. In Indonesia, Levi’s usually sell in Matahari Dept Store
3. There are 4 official outlet from levi’s in Indonesia

33. • In the media through the advertisement on TV, poster or
Magazine.
• Twitter and Facebook (twitter in @LevisMY and on
Facebook : Levi’s).
• Website (www.levistrauss.com)
• Levi’s successfully gain market share by providing a
collaboration with some singers to create a “Levi’s Song”
• levi’s also make many events which provide a big sale

34. Levi’s promotion

40. SEGMENTATION
Geographic :
Levi’s products are sold approximately 55,000 retail locations in
more than 110 countries . this includes approximately 1,900 retail
stores dedicated to our brands , including both franchised and
company-operated stores.
Demographic :
Men, women, teens, and children. So everyone is a potential
costumer for Levi’s. Usually they are the ones who have high income.
Psychographic :
Various models of Levi’s are made for any activities, based on
consumer’s needed
Behavioral :
High quality and various models, good services

41. TARGETING
Mostly Levi’s targets its market among the
following classes:
• Women and men
• Upper class
• Middle upper class
• High lifestyle

42. POSITIONING
• Levi’s outlets which provide various
products of Levi’s
• Levi’s products suit religion culture of
the country
• Many easy ways to get satisfied
products
• Leading in models

43. Market Share

45. Calvin Klein
Levi’s
40 %
30 %
Wrangler
15 %

46. RECOMMENDATION
From those data and analysis, we
recommend Levi’s to work on following
areas :
• Inexpensiveness
• Women and kids section
• Expand the advertisement

47. CONCLUSION
Levi’s is the top brand which has been well
distributed into more than 110 countries.
Levi’s has various models which suit costumer’s
style.
In distributing their product, Levi’s put many
excellent strategies through SWOT and STP
analysis.
Levi’s will continuously develop their product
quality to growth their company.