project on levis

7/30/2019 project on levis

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Levi Strauss & Co. (pron.:/livastrs/), also known as LS&CO or

simply Levi's, is a privately held Americanclothingcompany known worldwide

for its Levi's brand ofdenimjeans. It was founded in 1873 whenLevi

Strausscame fromButtenheim,Bavaria, toSan Francisco, California to open awest coast branch of his brothers' New Yorkdry goodsbusiness. 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: the first blue jeans. The company briefly

experimented (in the 1970s) with a public stock listing, but remains owned and

controlled by descendants and relatives of Levi Strauss's four nephews. The

company's corporate headquarters is located atLevi's Plazain San Francisco.[2]

Contents

[hide]

1 Organization

2 History

o 2.1 1990s and later

3 Advertising

4 Marketing

5 References

6 Further reading

7 External links

[edit]Organization

Levi Strauss & Co. is a worldwide corporation organized into three geographic

divisions: Levi Strauss Americas (LSA), based in the San Francisco

headquarters; Levi Strauss Europe, Middle East and Africa (LSEMA), based

inBrussels; and Asia Pacific Division (APD), based inSingapore. The companyemploys a staff of approximately 10,500 people worldwide. The core Levi's was

founded in 1873 in San Francisco, specializing inriveteddenim jeans and

different lines of casual and street fashion.[3]

From the early 1960s through the mid 1970s, Levi Strauss experienced

significant growth in its business as the more casual look of the 1960s and 1970s
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org/wiki/Denimhttp://en.wikipedia.org/wiki/Clothinghttp://en.wikipedia.org/wiki/Help:IPA_for_Englishhttp://en.wikipedia.org/wiki/Help:IPA_for_English#Keyhttp://en.wikipedia.org/wiki/Help:IPA_for_English#Keyhttp://en.wikipedia.org/wiki/Help:IPA_for_English#Keyhttp://en.wikipedia.org/wiki/Help:IPA_for_English#Keyhttp://en.wikipedia.org/wiki/Help:IPA_for_English#Keyhttp://en.wikipedia.org/wiki/Help:IPA_for_English#Keyhttp://en.wikipedia.org/wiki/Help:IPA_for_English#Keyhttp://en.wikipedia.org/wiki/Help:IPA_for_English#Keyhttp://en.wikipedia.org/wiki/Help:IPA_for_English#Keyhttp://en.wikipedia.org/wiki/Help:IPA_for_English#Keyhttp://en.wikipedia.org/wiki/Help:IPA_for_Englishhttp://en.wikipedia.org/wiki/Help:IPA_for_English


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ushered in the "blue jeans craze" and served as a catalyst for the brand. Levi's,

under the leadership of Walter Haas Jr., Peter Haas, Ed Combs, and Mel

Bacharach, expanded the firm's clothing line by adding new fashions and

models, including stone-washed jeans through the acquisition ofGreat Western

Garment Co.(GWG), a Canadian clothing manufacturer, and introducing

Permanent Press trousers under the Sta-prest name.

The company experienced rapid expansion of its manufacturing capacity from 16

plants to more than 63 plants in the United States from 1964 to 1974 and 25

overseas. The use of "pay for performance" manufacturing at the sewing

machine operator level up.

2004 saw a sharp decline of GWG in the face of global outsourcing, so the

company was closed and the Edmonton manufacturing plant shutdown.[4]TheDockersbrand, launched in 1986[5]which is sold largely through

department store chains, helped the company grow through the mid-1990s, as

denim sales began to fade. Dockers were introduced into Europe in 1993. Levi

Strauss attempted to sell the Dockers division in 2004 to relieve part of the

company's $2 billion outstanding debt.[6]

Launched in 2003, Levi Strauss Signature features jeanswear and

casualwear.[7]In November 2007, Levi's released a mobile phone in co-operation

with ModeLabs. Many of the phone's cosmetic attributes are customisable at the

point of purchase.

[edit]History

Levi Strauss started the business at the 90 Sacramento Street address in San

Francisco. He next moved the location to 62 Sacramento Street then 63 & 65

Sacramento Street.

Jacob Davis, aJewishemigrant fromLatvia, was a tailor who frequentlypurchased bolts of cloth made fromhemp[citation needed] from Levi Strauss & Co.'s

wholesale house. After one of Davis' customers kept purchasing cloth to

reinforce torn pants, he had an idea to use copper rivets to reinforce the points of

strain, such as on the pocket corners and at the base of thebutton fly. Davis did

not have the required money to purchase a patent, so he wrote to Strauss
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suggesting that they go into business together. After Levi accepted Jacob's offer,

on May 20, 1873, the two men receivedU.S. Patent 139,121from theUnited

States Patent and Trademark Office. The patented rivet was later incorporated

into the company's jean design and advertisements. Contrary to an advertising

campaign suggesting that Levi Strauss sold his first jeans to gold miners during

theCalifornia Gold Rush(which peaked in 1849), the manufacturing of denim

overalls only began in the 1870s. The company then created their first pair of

Levis 501 Jeans in the 1890s, a style that went on to become the world's best

selling item of clothing.[8]

Levi Strauss advertising sign

Modern jeans began to appear in the 1920s, but sales were largely confined to

the working people of the western United States, such as cowboys, lumberjacks,

and railroad workers. Levis jeans apparently were first introduced to the East

during thedude ranchcraze of the 1930s, when vacationing Easterners returned

home with tales (and usually examples) of the hard-wearing pants with rivets.

Another boost came in World War II, when blue jeans were declared an essential

commodity and were sold only to people engaged in defense work. From a

company with fifteen salespeople, two plants, and almost no business east of the

Mississippi in 1946, the organization grew in thirty years to include a sales force

of more than 22,000, with 50 plants and offices in 35 countries.[9]

Between the 1950s and 1980s, Levi's jeans became popular among a wide

range of youth subcultures,

includinggreasers,mods,rockers,hippiesandskinheads. Levi's popular shrink-

to-fit 501s were sold in a unique sizing arrangement; the indicated size referred

to the size of the jeans prior to shrinking, and theshrinkagewas substantial. The
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company still produces these unshrunk, uniquely sized jeans, and they are still

Levi's number one selling product. Although popular lore (abetted by company

marketing) holds that the original design remains unaltered, this is not the case:

the company's president got too close to a campfire, and the rivet at the bottom

of the crotch conducted the fire's heat too well; the offending rivet, which is

depicted in old advertisements, was removed.[10]

[edit]1990s and later

Levi's 506 inside

By the 1990s, the brand was facing competition from other brands and cheaper

products from overseas, and began accelerating the pace of its US factory

closures and its use of offshore subcontracting agreements. In 1991, Levi

Strauss faced a scandal involving pants made in theNorthern Mariana Islands,

where some 3% of Levi's jeans sold annually with the Made in the USA label

were shown to have been made by Chinese laborers under what theUnited

States Department of Laborcalled "slavelike" conditions. Today, most Levi'sjeans are made outside the US, though a few of the higher end, more expensive

styles are still made in the U.S.

Cited for sub-minimum wages, seven-day work weeks with 12-hour shifts, poor

living conditions and other indignities,Tan Holdings Corporation, Levi Strauss'

Marianas subcontractor, paid what were then the largest fines in U.S. labor
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history, distributing more than $9 million in restitution to some 1,200

employees.[11][12][13]Levi Strauss claimed no knowledge of the offenses, then

severed ties to the Tan family and instituted labor reforms and inspection

practices in its offshore facilities.

The activist group Fuerza Unida (United Force) was formed following the January

1990 closure of a plant inSan Antonio,Texas, in which 1,150 seamstresses,

some of whom had worked for Levi Strauss for decades, saw their jobs exported

toCosta Rica.[14]During the mid- and late-1990s, Fuerza Unida picketed the Levi

Strauss headquarters in San Francisco and staged hunger strikes and sit-ins in

protest of the company's labor policies.[15][16][17]

The company took on multi-billion dollar debt in February 1996 to help finance a

series of leveraged stock buyouts among family members. Shares in LeviStrauss stock are not publicly traded; the firm is today owned almost entirely by

indirect descendants and relatives of Levi Strauss, whose four nephews inherited

the San Francisco dry goods firm after their uncle's death in 1902.[18]The

corporation's bonds are traded publicly, as are shares of the company's

Japanese affiliate, Levi Strauss Japan K.K.

In June 1996, the company offered to pay its workers an unusual dividend of up

to $750 million in six years' time, having halted an employee stock plan at the

time of the internal family buyout. However, the company failed to make cash

flow targets, and no worker dividends were paid.[19]In 2002, Levi Strauss began

a close business collaboration withWalmart, producing a special line of

"Signature" jeans and other clothes for exclusive sale inWalmartstores until

2006.[20]Levi Strauss Signature jeans can now be purchased at several stores in

the US, Canada, India, Pakistan and Japan.

According to theNew York Times, Levi Strauss leads the apparel industry in

trademark infringement cases, filing nearly 100 lawsuits against competitorssince 2001. Most cases center on the alleged imitation of Levi's back pocket

double arc stitching pattern (U.S.trademark#1,139,254), which Levi filed for

trademark in 1978.[21]Levi's has successfully suedGuess?,Polo Ralph

Lauren,Esprit Holdings,Zegna,ZumiezandLucky Brand Jeans, among other

companies.[22]
http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-11http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-11http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-13http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-13http://en.wikipedia.org/wiki/San_Antoniohttp://en.wikipedia.org/wiki/San_Antoniohttp://en.wikipedia.org/wiki/San_Antoniohttp://en.wikipedia.org/wiki/Texashttp://en.wikipedia.org/wiki/Texashttp://en.wikipedia.org/wiki/Texashttp://en.wikipedia.org/wiki/Costa_Ricahttp://en.wikipedia.org/wiki/Costa_Ricahttp://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-14http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-14http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-14http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-15http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-15http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-17http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-17http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-18http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-18http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-18http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-19http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-19http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-19http://en.wikipedia.org/wiki/Walmarthttp://en.wikipedia.org/wiki/Walmarthttp://en.wikipedia.org/wiki/Walmarthttp://en.wikipedia.org/wiki/Walmarthttp://en.wikipedia.org/wiki/Walmarthttp://en.wikipedia.org/wiki/Walmarthttp://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-20http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-20http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-20http://en.wikipedia.org/wiki/The_New_York_Timeshttp://en.wikipedia.org/wiki/The_New_York_Timeshttp://en.wikipedia.org/wiki/The_New_York_Timeshttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-21http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-21http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-21http://en.wikipedia.org/wiki/Guess%3Fhttp://en.wikipedia.org/wiki/Guess%3Fhttp://en.wikipedia.org/wiki/Guess%3Fhttp://en.wikipedia.org/wiki/Polo_Ralph_Laurenhttp://en.wikipedia.org/wiki/Polo_Ralph_Laurenhttp://en.wikipedia.org/wiki/Polo_Ralph_Laurenhttp://en.wikipedia.org/wiki/Esprit_Holdingshttp://en.wikipedia.org/wiki/Esprit_Holdingshttp://en.wikipedia.org/wiki/Esprit_Holdingshttp://en.wikipedia.org/wiki/Ermenegildo_Zegnahttp://en.wikipedia.org/wiki/Ermenegildo_Zegnahttp://en.wikipedia.org/wiki/Ermenegildo_Zegnahttp://en.wikipedia.org/wiki/Zumiezhttp://en.wikipedia.org/wiki/Zumiezhttp://en.wikipedia.org/wiki/Zumiezhttp://en.wikipedia.org/wiki/Lucky_Brand_Jeanshttp://en.wikipedia.org/wiki/Lucky_Brand_Jeanshttp://en.wikipedia.org/wiki/Lucky_Brand_Jeanshttp://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-22http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-22http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-22http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-22http://en.wikipedia.org/wiki/Lucky_Brand_Jeanshttp://en.wikipedia.org/wiki/Zumiezhttp://en.wikipedia.org/wiki/Ermenegildo_Zegnahttp://en.wikipedia.org/wiki/Esprit_Holdingshttp://en.wikipedia.org/wiki/Polo_Ralph_Laurenhttp://en.wikipedia.org/wiki/Polo_Ralph_Laurenhttp://en.wikipedia.org/wiki/Guess%3Fhttp://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-21http://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/The_New_York_Timeshttp://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-20http://en.wikipedia.org/wiki/Walmarthttp://en.wikipedia.org/wiki/Walmarthttp://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-19http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-18http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-17http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-15http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-15http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-14http://en.wikipedia.org/wiki/Costa_Ricahttp://en.wikipedia.org/wiki/Texashttp://en.wikipedia.org/wiki/San_Antoniohttp://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-13http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-11http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-11


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By 2007, Levi Strauss was again said to be profitable after declining sales in nine

of the previous ten years.[23]Its total annual sales, of just over $4 billion, were $3

billion less than during its peak performance in the mid 1990s.[24]After more than

two decades of family ownership, rumors of a possible public stock offering were

floated in the media in July 2007.[25]In 2009, it was noted in the media for selling

Jeans on interest-free credit, due to theglobal recession.[26][27]In 2010, the

company partnered withFilson, an outdoor goods manufacturer in Seattle, to

produce a high-end line of jackets and workwear.[28]

[edit]Advertising

Levi's marketing style has often made use of old recordings of popular music

intelevision commercials, ranging fromtraditional poptopunk rock. Notable

examples includeBen E King("Stand By Me"),Percy Sledge("When a Man

Loves a Woman"),Eddie Cochran("C'mon Everybody!"),Marc Bolan("20th

Century Boy"),Screamin' Jay Hawkins("Heart Attack & Vine"),The

Clash("Should I Stay or Should I Go?"), as well as lesser known material, such

as "Falling Elevators" and "The City Sleeps" byMC 900 Ft. Jesusand "Flat Beat"

and "Monday Massacre" byMr. Oizo.

Many of these songs were re-released by their record labels as atie-inwith the

ad campaigns, resulting in increased popularity and sales of the recordings andthe creation of iconic visual associations with the music, such as the use of a

topless male model wearing jeans underwater in the 1986 adverts featuring

"Wonderful World" and "Mad about the Boy" and the puppet, Flat Eric, in the ads

featuring music by Mr. Oizo.

Songs popularized or re-popularized by Levi's commercials

Song title ArtistOriginal

recording

Year of

Levi's

advert

UK

chart

US

chart
http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-23http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-23http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-23http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-24http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-24http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-24http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-25http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-25http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-25http://en.wikipedia.org/wiki/Global_recessionhttp://en.wikipedia.org/wiki/Global_recessionhttp://en.wikipedia.org/wiki/Global_recessionhttp://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-26http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-26http://en.wikipedia.org/wiki/Filson_(company)http://en.wikipedia.org/wiki/Filson_(company)http://en.wikipedia.org/wiki/Filson_(company)http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-28http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-28http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-28http://en.wikipedia.org/w/index.php?title=Levi_Strauss_%26_Co.&action=edit&section=4http://en.wikipedia.org/w/index.php?title=Levi_Strauss_%26_Co.&action=edit&section=4http://en.wikipedia.org/w/index.php?title=Levi_Strauss_%26_Co.&action=edit&section=4http://en.wikipedia.org/wiki/Television_advertisinghttp://en.wikipedia.org/wiki/Television_advertisinghttp://en.wikipedia.org/wiki/Television_advertisinghttp://en.wikipedia.org/wiki/Traditional_pop_musichttp://en.wikipedia.org/wiki/Traditional_pop_musichttp://en.wikipedia.org/wiki/Traditional_pop_musichttp://en.wikipedia.org/wiki/Punk_rockhttp://en.wikipedia.org/wiki/Punk_rockhttp://en.wikipedia.org/wiki/Punk_rockhttp://en.wikipedia.org/wiki/Ben_E_Kinghttp://en.wikipedia.org/wiki/Ben_E_Kinghttp://en.wikipedia.org/wiki/Ben_E_Kinghttp://en.wikipedia.org/wiki/Stand_by_Me_(song)http://en.wikipedia.org/wiki/Stand_by_Me_(song)http://en.wikipedia.org/wiki/Stand_by_Me_(song)http://en.wikipedia.org/wiki/Percy_Sledgehttp://en.wikipedia.org/wiki/Percy_Sledgehttp://en.wikipedia.org/wiki/Percy_Sledgehttp://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/Eddie_Cochranhttp://en.wikipedia.org/wiki/Eddie_Cochranhttp://en.wikipedia.org/wiki/Eddie_Cochranhttp://en.wikipedia.org/wiki/C%27mon_Everybodyhttp://en.wikipedia.org/wiki/C%27mon_Everybodyhttp://en.wikipedia.org/wiki/Marc_Bolanhttp://en.wikipedia.org/wiki/Marc_Bolanhttp://en.wikipedia.org/wiki/Marc_Bolanhttp://en.wikipedia.org/wiki/20th_Century_Boyhttp://en.wikipedia.org/wiki/20th_Century_Boyhttp://en.wikipedia.org/wiki/20th_Century_Boyhttp://en.wikipedia.org/wiki/20th_Century_Boyhttp://en.wikipedia.org/wiki/Screamin%27_Jay_Hawkinshttp://en.wikipedia.org/wiki/Screamin%27_Jay_Hawkinshttp://en.wikipedia.org/wiki/Screamin%27_Jay_Hawkinshttp://en.wikipedia.org/wiki/Heartattack_and_Vine_(song)http://en.wikipedia.org/wiki/Heartattack_and_Vine_(song)http://en.wikipedia.org/wiki/The_Clashhttp://en.wikipedia.org/wiki/The_Clashhttp://en.wikipedia.org/wiki/The_Clashhttp://en.wikipedia.org/wiki/The_Clashhttp://en.wikipedia.org/wiki/Should_I_Stay_or_Should_I_Gohttp://en.wikipedia.org/wiki/Should_I_Stay_or_Should_I_Gohttp://en.wikipedia.org/wiki/MC_900_Ft._Jesushttp://en.wikipedia.org/wiki/MC_900_Ft._Jesushttp://en.wikipedia.org/wiki/MC_900_Ft._Jesushttp://en.wikipedia.org/wiki/Mr._Oizohttp://en.wikipedia.org/wiki/Mr._Oizohttp://en.wikipedia.org/wiki/Mr._Oizohttp://en.wikipedia.org/wiki/Tie-inhttp://en.wikipedia.org/wiki/Tie-inhttp://en.wikipedia.org/wiki/Tie-inhttp://en.wikipedia.org/wiki/Tie-inhttp://en.wikipedia.org/wiki/Mr._Oizohttp://en.wikipedia.org/wiki/MC_900_Ft._Jesushttp://en.wikipedia.org/wiki/Should_I_Stay_or_Should_I_Gohttp://en.wikipedia.org/wiki/The_Clashhttp://en.wikipedia.org/wiki/The_Clashhttp://en.wikipedia.org/wiki/Heartattack_and_Vine_(song)http://en.wikipedia.org/wiki/Screamin%27_Jay_Hawkinshttp://en.wikipedia.org/wiki/20th_Century_Boyhttp://en.wikipedia.org/wiki/20th_Century_Boyhttp://en.wikipedia.org/wiki/Marc_Bolanhttp://en.wikipedia.org/wiki/C%27mon_Everybodyhttp://en.wikipedia.org/wiki/Eddie_Cochranhttp://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/Percy_Sledgehttp://en.wikipedia.org/wiki/Stand_by_Me_(song)http://en.wikipedia.org/wiki/Ben_E_Kinghttp://en.wikipedia.org/wiki/Punk_rockhttp://en.wikipedia.org/wiki/Traditional_pop_musichttp://en.wikipedia.org/wiki/Television_advertisinghttp://en.wikipedia.org/w/index.php?title=Levi_Strauss_%26_Co.&action=edit&section=4http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-28http://en.wikipedia.org/wiki/Filson_(company)http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-26http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-26http://en.wikipedia.org/wiki/Global_recessionhttp://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-25http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-24http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-23


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"Wonderful World" Sam Cooke 1960 1986 2

"I Heard It Throughthe Grapevine"

Marvin Gaye 1968 1986 8

"Stand by Me" Ben E. King 1961 1987 1

"When a Man Loves

a Woman"Percy Sledge 1966 1987 2

"C'mon Everybody"Eddie

Cochran 1958 1988 14

"The Joker"Steve Miller

Band 1973 1990 1

"Should I Stay or

Should I Go"The Clash 1982 1991 1

"20th Century Boy" T. Rex 1973 1991 13

"Mad about the Boy"Dinah

Washington

1952 1992

"Inside" Stiltskin 1994 1994 1
http://en.wikipedia.org/wiki/Wonderful_World_(Sam_Cooke_song)http://en.wikipedia.org/wiki/Wonderful_World_(Sam_Cooke_song)http://en.wikipedia.org/wiki/Wonderful_World_(Sam_Cooke_song)http://en.wikipedia.org/wiki/Sam_Cookehttp://en.wikipedia.org/wiki/Sam_Cookehttp://en.wikipedia.org/wiki/I_Heard_It_Through_the_Grapevinehttp://en.wikipedia.org/wiki/I_Heard_It_Through_the_Grapevinehttp://en.wikipedia.org/wiki/I_Heard_It_Through_the_Grapevinehttp://en.wikipedia.org/wiki/I_Heard_It_Through_the_Grapevinehttp://en.wikipedia.org/wiki/Marvin_Gayehttp://en.wikipedia.org/wiki/Marvin_Gayehttp://en.wikipedia.org/wiki/Stand_by_Me_(song)http://en.wikipedia.org/wiki/Stand_by_Me_(song)http://en.wikipedia.org/wiki/Stand_by_Me_(song)http://en.wikipedia.org/wiki/Ben_E._Kinghttp://en.wikipedia.org/wiki/Ben_E._Kinghttp://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/Percy_Sledgehttp://en.wikipedia.org/wiki/Percy_Sledgehttp://en.wikipedia.org/wiki/C%27mon_Everybodyhttp://en.wikipedia.org/wiki/C%27mon_Everybodyhttp://en.wikipedia.org/wiki/C%27mon_Everybodyhttp://en.wikipedia.org/wiki/Eddie_Cochranhttp://en.wikipedia.org/wiki/Eddie_Cochranhttp://en.wikipedia.org/wiki/Eddie_Cochranhttp://en.wikipedia.org/wiki/The_Joker_(song)http://en.wikipedia.org/wiki/The_Joker_(song)http://en.wikipedia.org/wiki/The_Joker_(song)http://en.wikipedia.org/wiki/Steve_Miller_Bandhttp://en.wikipedia.org/wiki/Steve_Miller_Bandhttp://en.wikipedia.org/wiki/Steve_Miller_Bandhttp://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/Should_I_Stay_or_Should_I_Gohttp://en.wikipedia.org/wiki/Should_I_Stay_or_Should_I_Gohttp://en.wikipedia.org/wiki/Should_I_Stay_or_Should_I_Gohttp://en.wikipedia.org/wiki/Should_I_Stay_or_Should_I_Gohttp://en.wikipedia.org/wiki/The_Clashhttp://en.wikipedia.org/wiki/The_Clashhttp://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/20th_Century_Boyhttp://en.wikipedia.org/wiki/20th_Century_Boyhttp://en.wikipedia.org/wiki/20th_Century_Boyhttp://en.wikipedia.org/wiki/T._Rex_(band)http://en.wikipedia.org/wiki/T._Rex_(band)http://en.wikipedia.org/wiki/Mad_about_the_Boyhttp://en.wikipedia.org/wiki/Mad_about_the_Boyhttp://en.wikipedia.org/wiki/Mad_about_the_Boyhttp://en.wikipedia.org/wiki/Dinah_Washingtonhttp://en.wikipedia.org/wiki/Dinah_Washingtonhttp://en.wikipedia.org/wiki/Inside_(Stiltskin_song)http://en.wikipedia.org/wiki/Inside_(Stiltskin_song)http://en.wikipedia.org/wiki/Inside_(Stiltskin_song)http://en.wikipedia.org/wiki/Stiltskinhttp://en.wikipedia.org/wiki/Stiltskinhttp://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/Stiltskinhttp://en.wikipedia.org/wiki/Inside_(Stiltskin_song)http://en.wikipedia.org/wiki/Dinah_Washingtonhttp://en.wikipedia.org/wiki/Dinah_Washingtonhttp://en.wikipedia.org/wiki/Mad_about_the_Boyhttp://en.wikipedia.org/wiki/T._Rex_(band)http://en.wikipedia.org/wiki/20th_Century_Boyhttp://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/The_Clashhttp://en.wikipedia.org/wiki/Should_I_Stay_or_Should_I_Gohttp://en.wikipedia.org/wiki/Should_I_Stay_or_Should_I_Gohttp://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/Steve_Miller_Bandhttp://en.wikipedia.org/wiki/Steve_Miller_Bandhttp://en.wikipedia.org/wiki/The_Joker_(song)http://en.wikipedia.org/wiki/Eddie_Cochranhttp://en.wikipedia.org/wiki/Eddie_Cochranhttp://en.wikipedia.org/wiki/C%27mon_Everybodyhttp://en.wikipedia.org/wiki/Percy_Sledgehttp://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/Ben_E._Kinghttp://en.wikipedia.org/wiki/Stand_by_Me_(song)http://en.wikipedia.org/wiki/Marvin_Gayehttp://en.wikipedia.org/wiki/I_Heard_It_Through_the_Grapevinehttp://en.wikipedia.org/wiki/I_Heard_It_Through_the_Grapevinehttp://en.wikipedia.org/wiki/Sam_Cookehttp://en.wikipedia.org/wiki/Wonderful_World_(Sam_Cooke_song)


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"Turn On, Tune In,

Cop Out"Freak Power 1993 1995 3

"Boombastic" Shaggy 1995 1995 1

"Spaceman" Babylon Zoo 1995 1996 1

"Underwater Love" Smoke City 1997 1997 4

"A Nanny in

Manhattan"Lilys 1996 1998 16

"Whine and Grine" Prince Buster 1967 1998 21

"Flat Beat" Mr. Oizo 1999 1999 1

"Background Blues" Otto Sieben 1999 1999

"Before You Leave" Pepe Delux 2001 2001 20

"Crazy Beat" Blur 2003 2003 18

Though the company is experimented with

employee ownership and a public stock listing,

remains owned and controlled by descendants
http://en.wikipedia.org/wiki/Turn_On,_Tune_In,_Cop_Outhttp://en.wikipedia.org/wiki/Turn_On,_Tune_In,_Cop_Outhttp://en.wikipedia.org/wiki/Turn_On,_Tune_In,_Cop_Outhttp://en.wikipedia.org/wiki/Turn_On,_Tune_In,_Cop_Outhttp://en.wikipedia.org/wiki/Freak_Powerhttp://en.wikipedia.org/wiki/Freak_Powerhttp://en.wikipedia.org/wiki/Boombastic_(song)http://en.wikipedia.org/wiki/Boombastic_(song)http://en.wikipedia.org/wiki/Boombastic_(song)http://en.wikipedia.org/wiki/Shaggy_(musician)http://en.wikipedia.org/wiki/Shaggy_(musician)http://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/Spaceman_(song)http://en.wikipedia.org/wiki/Spaceman_(song)http://en.wikipedia.org/wiki/Spaceman_(song)http://en.wikipedia.org/wiki/Babylon_Zoohttp://en.wikipedia.org/wiki/Babylon_Zoohttp://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/Smoke_Cityhttp://en.wikipedia.org/wiki/Smoke_Cityhttp://en.wikipedia.org/wiki/Lilyshttp://en.wikipedia.org/wiki/Lilyshttp://en.wikipedia.org/wiki/Prince_Busterhttp://en.wikipedia.org/wiki/Prince_Busterhttp://en.wikipedia.org/wiki/Flat_Beathttp://en.wikipedia.org/wiki/Flat_Beathttp://en.wikipedia.org/wiki/Flat_Beathttp://en.wikipedia.org/wiki/Mr._Oizohttp://en.wikipedia.org/wiki/Mr._Oizohttp://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/Otto_Siebenhttp://en.wikipedia.org/wiki/Otto_Siebenhttp://en.wikipedia.org/wiki/Pepe_Delux%C3%A9http://en.wikipedia.org/wiki/Pepe_Delux%C3%A9http://en.wikipedia.org/wiki/Crazy_Beathttp://en.wikipedia.org/wiki/Crazy_Beathttp://en.wikipedia.org/wiki/Crazy_Beathttp://en.wikipedia.org/wiki/Blur_(band)http://en.wikipedia.org/wiki/Blur_(band)http://en.wikipedia.org/wiki/Blur_(band)http://en.wikipedia.org/wiki/Crazy_Beathttp://en.wikipedia.org/wiki/Pepe_Delux%C3%A9http://en.wikipedia.org/wiki/Otto_Siebenhttp://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/Mr._Oizohttp://en.wikipedia.org/wiki/Flat_Beathttp://en.wikipedia.org/wiki/Prince_Busterhttp://en.wikipedia.org/wiki/Lilyshttp://en.wikipedia.org/wiki/Smoke_Cityhttp://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/Babylon_Zoohttp://en.wikipedia.org/wiki/Spaceman_(song)http://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/Shaggy_(musician)http://en.wikipedia.org/wiki/Boombastic_(song)http://en.wikipedia.org/wiki/Freak_Powerhttp://en.wikipedia.org/wiki/Turn_On,_Tune_In,_Cop_Outhttp://en.wikipedia.org/wiki/Turn_On,_Tune_In,_Cop_Out


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and relatives of Levi Strauss four nephews. In

Levis, the main brand, was founded in 1873 in

San Francisco, specializing in denim jeans and

different lines of casual and street fashion.

Entered the European and Asian market in 1965

4. From the early 1960s through the mid 1970s,

Levi Strauss experienced explosive growth in its

business, by giving more casual look in blue

jeans. It acts as a catalyst for promoting the

brand. Levi Strauss Signature features jeans

wear and casual wear launched in 2003. 10,500

employees around the world in Levis.

5. LOCATION Levi Strauss & Co. is a worldwide

corporation organized into three geographic

divisions: - Levi Strauss America (LSA), Head

quarters San Francisco. - Levi Strauss Europe,

Middle East and Africa (LSEMA) Head quarters -

Brussels - Levi Strauss Asia Pacific Division

(APD), Head quarters Singapore.

6. LOCATION AROUND THE WORLDEUROPE

LATIN AMERICA ASIA PACIFICBelgium

Argentina Asia HomepageCzech Rep. Brasil

AustraliaDenmark Centro America


10/23

ChinaDeutschland Chile Hong KongUK Colombia

IndiaFinland Ecuador IndonesiaFrance Mexico

JapanGreece Paraguay KoreaHungary Peru

MalaysiaIreland Uruguay New ZealandItalia

Venezuela PakistanNetherlands Singapore

7. JOINT VENTURES Great Western Garment

Co. (GWG), a Canadian clothing manufacturer.

GWG was responsible for the introduction of the

modern "stone washing" technique, still in use by

Levi Strauss. Levi Strauss attempted to sell the

Dockers division in 2004 to relieve part of the

companys $2 billion outstanding debt.

8. FASHION IMAGE Fashion Image is a pictorial

representation of how the brand is looked upon in

the market. The fashion image mainly focuses on

comparison of this product with its competitor and

hence the term 4Ps comes into picture. A

fashion image and its graphical growth is directly

proportional to the growth in 4PS.

9. POSITION IN FASHION CYCLEPLC consists

of five main aspects: (1) product development;(2)

introduction;(3) growth; (4) maturity; and(5)

decline Levis have managed to re-invent their


11/23

jeans brand through the use of different fabrics

and cuts that have given their product a new,

youthful look. In addition to those variations to

the common PLC, the concept can also be used

to describe (1) fads, (2) fashion, and (3) style.

10. Fads are fashions that are introduced and

adopted very quickly, but just as quickly can fall.

They typically have a limited following, but are

nonetheless adopted with real zeal, such as the

hula-hoop. Fashions grow more slowly but still

quite quickly before eventually witnessing a

decline. In some cases these become a style;

that is, they come back into fashion.

11. 4Ps Product Price Place Promotion

12. Product Red tab jeans offers traditional cuts

Silver Tab jeans define fashion looks with a

background of quality Levis jeans expanded its

fashion designs not only in men and women

apparels, but also in kids wear.

13. PRODUCT LINE SHIRTS JACKETS TOPS T-

SHIRTS MENS WEAR VEST UNDERWEAR


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BOTTOMLEVIS JEANS JEANS WOMEN WEAR

T SHIRTS JACKETS

14. MEN WEAR-PRICE T SHIRTSITEM SIE

PRICE RANGEBASIC T-SHIRT S, M, L, XL, XXL

399-699POLO NECK S, M, L, XL, XXL 599-

899VETAL NECK S, M, L, XL, XXL 1099-

1299HIGH NECK S, M, L, XL, XXL 899-1099V

NECK S, M, L, XL, XXL 797 (PACK OF

3)ROUND NECK S, M, L, XL, XXL 567 (PACK

OF 3) JACKETSITEM SIZE PRICE

RANGEDENIM L,XL,XXL 2799-3699LEATHER

L,XL,XXL 3599-5999SLEEVELESS L,XL,XXL

1299-3000WAIST COAT L,XL,XXL 1299-

2199FORMAL L,XL,XXL 1499-2599 CASUAL

SHIRTSITEM SIZE PRICE RANGECHECKS

M,L,XL,XXL 999-1799PRINTED M,L,XL,XXL

1599-2999LINEN SHIRT M,L,XL,XXL 1699-3299

JEANSITEMS SIZE PRICE RANGESTRAIGHT

28-42 1799-6990BOOT CUT 28-42 2299-

3200NARROW 28-42 2399-5300PENCIL FIT

28-42 2799-7200

15. WOMEN WEAR T-SHIRTS ITEM SIZE

PRICE RANGE BASIC S, M, L, XL, XXL 299-599


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FULL SLEEVES S, M, L, XL, XXL 699-1799

SLEEVELES S, M, L, XL, XXL 599-1299

SPEGETIS S, M, L, XL, XXL 499-1099 POLO

SHIRTS S, M, L, XL, XXL 599-1299 JACKETS

ITEM SIZE PRICE RANGE DENIM L,XL,XXL

4999-9999 LEATHER L,XL,XXL 3599-23000

SLEEVELESS L,XL,XXL 2499-8999 Cotton

L,XL,XXL 1499-2199 CASUAL SHIRTS ITEM

SIZE PRICE RANGE CHECKS M,L,XL,XXL 999-1799 PRINTED M,L,XL,XXL 1599-2999 LINEN

SHIRT M,L,XL,XXL 1699-3299 JEANS- ITEM

SIZE PRICE RANGE CAPRIS (DENIM) 28-36

2199-3299 CAPRIS (COTTON) 28-36 1899-

2499 BOOT CUT 28-36 2199-2899 STRAIGHT

28-36 1699-2299 NARROW 28-36 2599-3799

PENCIL FIT 28-36 2999-4199 SLIM FIT 28-36

2499-3499

16. INNERWEAR ITEM SIZE STYLE CODE

PRICE RANGE R/N INNER SHIRT S,M,L,XL 301

149-249 SLEEVELESS S,M,L,XL 302 149-249

VEST INNER SHIRT COMFORT SHIRT

S,M,L,XL 304 149-249 SLEEVELESS S,M,L,XL

401 149-249 VEST SQUARE NECK S,M,L,XL

402 149-249 VESTITEMS SIZE STYLE PRICE


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RANGE CODEMODERN TRUNK S,M,L,X 403

199 LFASHION BRIEF S,M,L,X 601 250

LRETRO BOXER S,M,L,X 603 209 LFASHION

TRUNK S,M,L,X 604 285 LCRUISER SHIRT

S,M,L,X 607 299 BRIEF LFASHION BOXER

S,M,L,X 608 399-500SHORT LBOXER BRIEF

S,M,L,X 101 200-300 LHIP BRIEF S,M,L,X 102

299 LSTRING BIKINI S,M,L,X 103 399

LCOMFORT BRIEF S,M,L,X 104 269 LACTIVBRIEF S,M,L,X 105 309 L

17. Place Vast distribution channels spread all

over the world In Asia it has the brand

distribution in the countries like China, Guam,

India & Japan In India, its products are

distributed by MAYUR MARKETING, which is

headquartered at New Delhi

18. Promotion Aggressive campaigns Launch

and promotions are coordinated with licenses in

various countries. Advertisements through mass

media such as print and electronic transmission

bell boards and on the internet are some of

LEVIS way of raising brand awareness among

the consumers


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19. CSR CSR/Sustainability San Francisco

Business Times Green Business of the Year

Award Large Company (2009) Catholic

Charities CYO Loaves & Fishes Outstanding

Corporate Philanthropy Award (2008) World

Affairs Council of Northern California Award for

Corporate Citizenship in a Global Economy

(2005) The Points of Light Foundation George

Bush Corporate Leadership Award &,dash; toLS&CO. Chairman Robert Haas for his strong

commitment to volunteerism, both through

personal example and by sponsoring employee

programs (2004)

20. Ms. Foundation Gloria Corporate

Philanthropy Award to the Levi Strauss

Foundation (2004) San Francisco Beautiful

corporate award in recognition of their

inaugural Community Day, held in 2000 (2001)

Council on Economic Priorities corporate social

responsibility survey LS&CO. is ranked first out

of 320 companies and assigned an A rating for

charitable giving, disclosure, family benefits,

minority advancement, womens advancement

and workplace issues (2000)


16/23

21. The Campaign: jeans for life jeans for life

triple play:Levis jeans are durable and long-

lastingLevis jeans can be worn throughout

your life across agesLevis jeans can be worn

during whatever you are doing in your life

Advertising campaign will make use of the jeans

for life tagline, but will incorporate all three ideas

in different ways

22. Marketing ActivitiesMarket Segmentation -

2009

23. World Market Share - 2009

24. About Levis Strauss(India) Established in

1994 Bangalore in Jun 1995 The company

market Levis, Dockers San Francisco Levis

has become the largest and most iconic jeans

wear brand in the country 270 exclusive stores,

500 other points of sale, across more than 200

towns across India. "Most Admired Jeanswear

Brand of the Year" for six years in a row.

25. Levis India: CSR Values- Empathy,

Courage, Integrity and Originality It reflects

legacy of responsible corporate citizenship. It


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guide its commitment to philanthropy and

community involvement. Supporting programs

like economic empowerment of youth and

women, educational programs, promote

awareness , etc. Awareness for HIV Aids

26. LEVIS CHANGES THE WORLD OF INDIAN

YOUTH! Priyanka Chopra to feature in new

Levis music video. Levis launches

Fellowships, Music Cards and a whole lot more.

Customized Chevy Beats, iPhones, Mac Books &

iPod Shuffles up for grabs A first of its kind

collaboration in India, between two iconic

American brands, the Levis + Chevy Beat

custom-cut vehicles. 2010 brand ambassador

Imran Khan

27. TV Advertisement

28. Print Ads

29. Print Ads

30. Print Ad

31. Media Placement Choosing media placement

based on reach to target audience


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32. Digital Media StrategyObjective: Create

forums in which customers can interact with each

other and with Levis to build brand image and

loyalty.Venues: Website Corporate website

(levi.com) linked to by over 1,000 sites Face

book Largely trafficked, 60% of our target

market are users Primary face of our digital

media campaign YouTube Reach 52% of our

potential customer base Allows for moreactive extension of jeans for life campaign

Twitter Linkage to corporate website, Face

book, YouTube Announce promotions, how-to

videos, engage with customers

33. SponsorshipWWE wrestler Batista Nathans

Hot Dog Eating Competition

34. Insight Target Consumer, Behavior Who is

our SVC: Male, 25-45 yrs old (bulls eye: 30-35)

Not terribly price sensitive Wants value for

money Will not compromise on fit Owns few

pairs of jeans, wears them longer Currently not

brand loyal Purchase behavior: Buy for

themselvesDont shop for pleasure Focus on

fit, comfort will pay extra for quality


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35. Strength WeaknessOpportunity & Threat

Price Innovative product Weakness

Understanding Of the Market Quality Brand

Image36. Strength

Changing dressing style Untapped

MarketThreat37. Opportunity

38. SEASON Apr-July : 33% Of Products Order

Confirmation: january Goods At Warehouse: mid

March At Stores: April Repeat Orders: May

39. Aug-Nov: 40% Of Products Order

Confirmation: May Goods At Warehouse: Mid

July At Stores: August Repeat Orders:

September Nov-Jan: 27% Of Products Order

Confirmation: August Goods At Warehouse:

September At Stores: October-mid Repeat

Orders: December

40. Technology Intellifit system: Intellifit system is

one of the most advanced measuring system

used in Levis stores. In which, full body scanning

takes place, gives a very precise measurement.

This is also used for customized production of the

garments.


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41. Intellifit system

42. MODE OF SOURCING Levis works with

direct sourcing in INDIA LEVIS signs a contract

with all the supply chain suppliers with a major

focus on sustainability and eco-friendly goods.

Cotton Fabric Product Suppliers Distribution

Retail

43. SUPPLY CHAIN FIBRE: More than 95% of

all Levis products are made with cotton grown

in the U.S., China, India, Pakistan, Turkey or one

of the many other countries where cotton is

farmed.

44. FABRIC Once the cotton leaves the fields, it

is spun and made into fabric by mills around the

world. LEVIS generally do not purchase fabric

directly from the mills, but takes important steps

toward partnering with them in their drive toward

sustainability.

45. PRODUCT SUPPLIERS LEVIS is committed

to Responsible Global Sourcing. LEVIS contract

production from manufacturing suppliers that cut,


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sew, finish and wash our products. Hence they

build sustainability directly into the contracts.

46. DISTRIBUTION Once the garments are

ready for shipment , LEVIS distributes them

through their own logistics department The INDC

is generally the head office at US. 90% of goods

to local retail stores 10% of goods done on-line

47. PAYMENT AND SHIPMENT Means of LC-60

DAYS CREDIT PAYMENT PRICING DONE ON

FOB TERMS ONLY AFTER APPROVAL OF

PACKING LIST SHIPPING DONE THROUGH

NOMINATED LOGISTICSS

48. SAMPLE MOVEMENT SALES MAN

SAMPLES PICTORIAL SAMPLES

DEVELOPMENT SAMPLES INITIAL PRODUCT

SAMPLES GREEN TAG SAMPLES YELLOW

TAG SAMPLES SHIPMENT SAMPLES

49. QUALITY STANDARDS PP MEETING-

INITIAL PRODUCT INSPECTION 1.After

confirmation of GTS samples 2.Production starts

after PP meeting INLINE INSPECTION 1. After

production starts 2. Checking of Test reports


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INLINE INSPECTIONMIDWAY 1.Checking of

error correction FINAL INSPECTION 1.After

Production

50. PROFIT TO SUPPLIERS Normally for the

new suppliers the profit margin is 12 % In the

year 2009 , during the time of recession the profit

given to suppliers was 6% of the total value

51. SUPPLIERS FROM INDIA Alpine Apparels

Pvt Ltd - Bangalore Ambattur Clothing Company

- Chennai Aviram Knitters - Tirupur GO GO

International - Tirupur BEST Garments - Tirupur

Bombay Rayon - Bombay Casual garments -

Tirupur EXIM Clothing - Tirupur

52. PRODUCTS SOURCED FROM

INDIASOUTH INDIAMANUFACTURERS Knit

Wear Segment: 23% from Tirupur Woven

Shirting Segment: 2% from Chennai Denim

Segment: 12% from Bangalore

53. TRADEMARKSLevis has more than 5,000

trademark registrations and pendingapplications

in approximately 180 countries The Levis,

Dockers, the Arcuate Stitching Design, the Tab


23/23

Device, the Two Horse Design and the Wings

and Anchor being the core of all

54. ECO-FRIENDLY Ecofriendly : LEVIS

BRAND LAUNCHES 100% ORGANIC COTTON

JEANS Red Tab and, the recently launched,

Levis Capital E lines. The jeans will be identified

as Levis Eco.

55. NOMINATED SUPPLIERSFABRICS Arvind

Mills -India Alok Fabrics -India Jay Gee Melwani

Group -Singapore HydePark Denim

CompanyTRIMS Paxar-India,Bangaladesh

KRF -India East Coast -Honk Kong

56. COMPETITIVE EDGE Effective

communication to customer complaints Contract

systems with suppliers LEVIS audit done based

on social compliance and environmental

standards in equal intervals of time

project on levis

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