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Levi Strauss & Co. is an American clothing company known for its Levi's brand jeans, founded in 1853. In 1873, Levi Strauss and Jacob Davis received a patent for riveted denim pants. Over time, Levi's expanded globally and introduced new jeans styles. Today, Levi's sells jeans and other clothing in over 110 countries worldwide, targeting younger consumers through music sponsorships and television ads. The company distributes products through department stores, chains, independents, and its own stores.
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- 2. HISTORY Levi Strauss &Co. (LS&CO) is a privately held American clothing company known worldwide as Levi’s. It was founded in the year 1853. In 1873 Levi Strauss and tailor Jacob Davis received a U.S. Patent to make the first riveted men's work pants out of denim. In 1902 Levi Strauss dies at the age of 73. His nephews take over the business and run the business. In 1906 The San Francisco earthquake and fire destroys the headquarters and factories of Levi Strauss & Co.
- 3. CONTINUED In 1943 The Arcuate stitching designis registered as a trademark. In 1954 A zippered version of the overalls is introduced and named 501Z In 1966 The first television commercia l for Levi’s jeans is aired. In 2002, Levi Strauss began a close business collaboration with Wal-Mart, producing a special line of "Signature" jeans and other clothes for exclusive sale in Wal-Mart stores until 2006
- 4. Mission of LEVI’S Peoplelove and trust our company. We will market and distribute the most appealing and widely available. Our products define quality, style and function. We will clothe the world .
- 5. “Quality Never GoesOut Of Style “ Levi’s
- 6. TODAYS SCANARIO Levi Strauss& Co. (LS&CO.), one of the world's largest apparel manufacturer brand Sold in over 110 countries, in more than 55,000 retail locations worldwide Manufactures jeans in approximately 108 sizes and 20 finish fabrics 3 Brand Portfolio - Levi’s ®, Dockers ® & Levi’s Strauss Signature®
- 7. Cont,,,,,,,,,,,, Key people: Richard L. Kauffman Chairmanof the Board R. John Anderson, President and CEO Revenue US$ 5.2 billion (FY 2011) employees 16,800 (FY 2011) Levi’s provides a wide range of products that target different market segments, capturing demands Positioned as a well respected Fortune 500 enterprise
- 8. Products Description Distribution channel Retailprice Levi’s Vintage Clothing and the Levi’s Red Small group of premium tops and bottoms that were based on key heritage styles with premium fabrics High end specialty stores Bottoms: Over $100 Levi’s Premium Red Tab Variations of Levi’s Red Tab products with changes to fabrics and finishes Specialty stores Independent shops Original Levi’s stores Bottoms: between $50 and $100 Levi’s Engineered Jeans Group of tops and bottoms that were engineered for special mobility Specialty stores Independent shops Original Levi’s stores Bottoms: between $50 and &80 Levi’s Red Tab Levi’s Silver Tab The core of the Levi’s brand incl. the classic 501 button-fly jean as well as a series of models featuring slim, baggy, straight leg fits Departmental stores Chain stores Independent shops Original Levi’s stores Bottoms: between $30 and $50 Bottoms: Between $25 and $50 Other Levi’s product Incl. all other products as shirts, t-shirts bags, belts, footwear etc. Departmental stores Independent shops Original Levi’s stores All price ranges depending on product category Promotional strategy:
- 9. Target market: Upper class& Upper middle class and middle class Target Customer Younger generation, Male, Female.
- 10. STRATEGIES • In 2002,Levi’s brand was rated as the No. 1 brand for brand awareness and brand retention. The company frequently promoted music & theatrical productions - Sponsored artists incl. Christina , Mariah Carey, Ben Folds Five, The White Stripes 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. Contd………. • Channels ofdistribution: Distribution Channel Share in sales Chain & Departmental stores 58.0% Specialty 3.0% Independent 10.0% Others 29.0% Total 100.0%