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PRESENTATION

ON
HISTORY
Levi Strauss & Co. (LS&CO) is a privately held American clothing company
known worldwide as Levis.
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.
CONTINUED
In 1943 The
Arcuate
stitching
design is
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 Levis
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
Mission of LEVIS
People love 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 .
Quality Never Goes Out Of Style
Levis
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 - Levis , Dockers & Levis Strauss
Signature
Products Description Distribution
channel
Retail price
Levis Vintage Clothing
and the Levis 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
Levis Premium Red Tab Variations of Levis Red Tab
products with changes to
fabrics and finishes
Specialty stores
Independent shops
Original Levis stores
Bottoms: between $50
and $100
Levis Engineered Jeans Group of tops and bottoms that
were engineered for special
mobility
Specialty stores
Independent shops
Original Levis stores
Bottoms: between $50
and &80
Levis Red Tab
Levis Silver Tab
The core of the Levis 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 Levis stores
Bottoms: between $30
and $50

Bottoms:
Between $25 and $50
Other Levis product Incl. all other products as shirts,
t-shirts bags, belts, footwear
etc.
Departmental stores
Independent shops
Original Levis stores

All price ranges
depending on product
category
Promotional strategy:

Target market:
Upper class & Upper middle
class and middle class
Target Customer
Younger generation,
Male, Female.

STRATEGIES
In 2002, Levis 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.

Levis 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 Levis
signature jeans.


Contd.
Channels of distribution:




Distribution Channel Share in sales
Chain & Departmental stores 58.0%
Specialty 3.0%
Independent 10.0%
Others 29.0%
Total 100.0%