LEVIS

PRESENTED BY : AMRITA RAJSHRI ANKIT KUMAR NIDHIKUMARI

OBJECTIVE
To visit retail stores specialize in a given

line of apparel (mens/ womens/ kids/ sports/ corporate/ casual wear etc) to observe new development in the area of technology advancement, functional aspects of styling, design, finishes, embelishment and also note the distinguishing features of fabrics, survey the cost and quality of products category assigned. Prepare a synopsis of the same.

INTRODUCTION
Levis Strauss Established in 1853 by Levi Strauss A premium brand in apparel segment operating globally. Headquartered at San Fransisco with total Employee Base of 10,000+ staff.

Levis Product & Brand Portfolio

PRODUCT PORTFOLIO
DENIM PANTS Brand Portfolio NONDENIM PANTS DOCKERS LEVIS SIGNATURE SHIRTS JACKETS OTHE R

LEVIS LEVIS 501 LEVIS ENGINEERED JEANS OTHER

DOCKERS LEVIS SIGNATURE

LEVIS SIGNATURE

Levis Pricing
LEVI'S REDLOOP, LEVI'S VINTAGE > Rs 8000 onwards

PREMIUM SPECIAL EDITION

LEVI TYPE 1, PURE BLUE,

5500 8000
3000 - 5500

ENGINEERED JEANS, SILVER TAB

RED TAB

1500 - 3000

LEVI STRAUSS SIGNATURE

< 1200

Study Results
DESCRIBING SURVEY RESPONDENTS OCCUPATION

STUDENT
JOB OWNED BUSINESS AVERAGE AGE

57
35 08 24.29

BRAND AWARENESS

TOMR FOR LEVIS IS 38 TOMR FOR SPYKAR IS 26 TOMR FOR WRANGLER IS 20

BRAND PREFERENCE
BRAND PREFERENCE
11 Levis 62 WRANGLER LEE

27

Results suggest: perceived alternatives to Levi's SpyKar, wrangler, lee are the preferred alternatives

Profiling: Brand Usage

LEVIS can be considered as a young brand as average age of users is 25 50% of the users are outgoing customers Users have enough purchasing power as average income is nearly 20,000 Levis is considered as clothing for special occasions which represents its equity

Brand Attitude
Importance of benefits/benefit claims to customers: (% of respondents Benefits Brand name Design/style Price Product quality essential 52.94 47.058 41.17 61.76 Desirable 44.11 44.11 47.058 35.29 Not required 5.88 11.76 14.70 5.88

Comparative Analysis : Brand Name

BRANDS LEVIS SPYKAR DELIVERS BENEFIT 50 47.05 OKAY JOB 29.41 41.17 DOES NOT DELIVER 20.58 14.70

WRANGLER
LEE

26.47
47.05

50
29.41

26.48
23.52

RESULTS: Levis is the leader in delivering the brand name benefit 20.58% of respondents feel Levi's does not deliver benefit Only 14.70% of respondents feel that SpyKar does not deliver benefit at all

Comparative Analysis :Design/Style

BRAND LEVIS SPYKAR WRANGLER LEE DELIVERS BENEFIT 61.76 23.52 32.35 32.35 OKAY JOB 14.70 52.94 44.11 32.35 DOES NOT DELIVER 26.47 26.47 20.58 38.23

RESULTS: Levis again emerges to be a leader in delivering the design/style benefit Only 20.58% of respondents say wrangler does not deliver the benefit at all as compared to levis 26.47%

Comparative Analysis: Price Benefit

BRAND LEVIS SPYKAR WRANGLER LEE DELIVERS BENEFIT 47.05 41.17 26.47 29.41 OKAY JOB 29.41 38.23 41.17 32.35 DOES NOT DELIVER 23.52 20.58 32.35 41.17

LEVIS is facing tough competition in this category as only 20.58% of respondents feel SpyKar does not deliver benefit as compared to 23.52% .

Comparative Analysis: Product Quality

BRAND DELIVERS BENEFIT
52.94 50 29.41 35.29

OKAY JOB

DOES NOT DELIVER

29.41 20.58 32.35 41.17

LEVIS SPYKAR WRANGLER LEE

20.58 32.35 41.17 26.47

Recent Advancement
The Levi's brand has partnered with Swiss-

based Schoeller Technologies to be the first to introduce Nanosphere treatment into denim fabrication. Nanosphere technology makes denim fabric water resistant, dirt repellant, durable and protective.

 Commuter products also feature Scotch Sanitized

brand technology to provide antimicrobial protection against odors

3M Scotchlite that subtly integrates 300,000 candle

watt reflectivity into key areas of the garments.

Skinny Commuter Product Features:

Utility waist band - specially designed for u-lock

storage Higher back rise - providing additional coverage when riding Nanosphere Technology - applied to make fabric water resistant, dirt repellant, durable and protective 3M Reflectivity - 3M Scotchlite Reflective Tape on interior cuff offers high level of visibility

 Sanitized Brand Technology - antimicrobial

protection against odors Reinforced Fabric - in crotch, back pockets and belt loop for durability Performance Stretch Fabric - more stretchable for added mobility and comfort.
Skinny retails for $78, the 511 Cropped Skinny

retails for $68 and the Trucker Jacket retails for $128.

Trucker Jacket Commuter Product Features:

Nanosphere Technology - water resistant, dirt

repellant, durable and protective 3M Reflectivity - 3M Scotchlite Reflective Tape integrated on waistband adjusters and concealed for off the bike utility Sanitized Brand Technology - antimicrobial protection against odors Ipod front pocket - for modern convenience

 Slight Drop tail - provides additional coverage

Touring Pockets - easy to reach rear storage with low-

profile pockets Accordion Sleeves - additional fabric that expands when in the riding stance for increased mobility Angled front pockets - for easy access in all modes Elongated cuffs - covers partial hand when riding

Levis Launches Sustainable Water Less Denim

The average pair of jeans uses 42 Liter of water in the

finishing process. These green jeans will cost the same, but use 28% less water in the finishing process, which when multiplied by the 1.5 million pairs Levi's expects to sell this spring, adds up to 16 million fewer liters of water consumed. Levi's brand managers focused on ozone processing to lessen the amount of washing needed to soften the stonewashed jeans before sale.

 A typical jean averages three to ten spins in huge

washers and dryers to create that soft feel and appearance. By combining multiple wash cycles into a single wet-cycle process and incorporating ozone processing, Levis changed the meaning and process of stone-wash. The Water Less product line is starting with Levi's menswear, remaking more than a dozen classic Levis jeans, from 501s to 514s, and even the iconic Levis trucker jacket.

 Whats different about

the Water Less collection They still using the same materials and techniques to create finishes for our jeans but weve substantially reduced waters role in the equation adds Chiara.

Levis eyes flax fiber for sustainable denim

Levi Strauss & Co. announced that it will begin

evaluating the use of flax fibres in woven casual apparel products as a more sustainable way to produce clothing. The fiber, made by Vancouver, Canadabased Naturally Advanced Technologies, will be used in denim and non-denim, bottom and top weight fabrics.

Bibliography
http://www.ecoterre.com

http://www.levi.co.za