Levi Strauss & Co. is a 162-year-old American clothing company founded in 1853 in San Francisco, California by Levi Strauss. It is best known for manufacturing and marketing jeans, including the iconic Levi's brand. The company operates over 2,800 stores worldwide and has annual revenue of $4.68 billion. Some of its other brands include Dockers, Denizen, and Signature by Levi Strauss & Co. Levi's jeans have become a global symbol of casual style and remain one of the most recognized brands around the world.

1. JUBIN SEBASTIAN

2. • Founded by Mr. Levis strauss in 1853 in San Francisco.
• Imported fine dry goods – clothing bedding comps, 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 for using copper rivets to strengthen the pockets of
denim work pants.
• In the 19th century most of the jeans were sold to mainly
to sailors and men with rigorous occupationns as Jeans
began to appear mainly after 1920, and experiences
accelerated growth during world war 1 when it became an
essential for the defense personnel.

3. • 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.

4. • people love and trust our company.
• We will clothe the world.
• Our products define quality, style and
function.

5. We are the embodiment of the energy
and events of our times, inspiring
people with a pioneering spirit

7. • Levi’s faced competition from Calvin Kelvin,
GAP, Lee, Wrangler, Pepe Jeans, Spykar and
also the cheap alternatives available in big
retail chains like Wal Mart etc.
• Levi’s also suffers being the most imitated
brand of all times.

8. STRENGTH
1.Strong Brand Name and popular top-of-the-mind brand
2. Expertise in Jeans Industry
3. Distribution Channels and Global Outsourcing
4.Finance and Access to International Capital
5. Has over 470 self operated stored globally managed by 16000+ employees
6.Levi’s marketing includes retro popular songs in its TVC ad campaigns
7.Over 60 and 25 manufacturing plants in US and abroad respectively
WEAKNESS
1.High Pressures of Brand Protection
2. Increasing competition means limited scope for growth

9. OPPORTUNITY
1.Growing casual wear market
2. Low manufacturing and production costs in various international
markets
3. Increasing acceptability of western wear across the world
THREATS
1.Fast changing consumer tastes
2.Lack of protection of property rights in some countries like China
3.Increasing Competition and Product Substitution

10. • In 2002, Levi’s brand was rated as the No. 1
brand for brand awareness and retention.
• The company frequently promoted music &
theatrical productions ( sponsored artists incl.
Christina, Mariah Carey, Ben Folds Five etc.
• Levi’s ads stress the “youthfulness” of their
brand jeans – Television advertisements are
more innovative and target younger crowds
• In order to maintain revenues, the company
releases the Levi’s signature jeans.

11. • Levi’s strauss & Co. one of the world’s largest
apparel manufacture brand.
• Sold in over 110 countries, in more than
55,000 retail locations worldwide.
• Manufactures jeans in approximately 108
sizes and 20 finish fabrics.

12. TARGET MARKET
• Levi’s specifically targets customers falling
under;
a) Upper class
b) Upper middle class
• It emphasizes more on the age group of 13-24
(youngsters), although it has its product range
for people with above 30 yrs age.
• Its strategy is basically on having long-term
relations and cloth so that fun mix and match
clothes with accessories in style of fashion.

13. Founded 1853; 162 years ago
Founder Levi Strauss
Headquarters San Francisco, California, U.S.
Number of locations 2,800 company-operated stores
[1]
Area served Worldwide
Key people Chip Bergh (CEO);
[2]
Harmit Singh (CFO)
[2]
Products Jeans
Brands Levi's, Dockers, Denizen, Signature by Levi
Strauss & Co.
Revenue $4.68 billion (2013)
[2]
Operating income $ 484 million
[2]
Net income $ 229 million (2013)
Total assets $3.13 billion (2013)
[2]
Owner Relatives of Levi Strauss
Number of employees 16,000 (2013)
[2]