LEVIS

PRAJISH P S3 MBA

History•Founded in 1853 by bavarian

immigrant LEVI STRAUSS.•In 1873, the first blue jeans was made.•The company remains owned and controlled by descendants and relatives of Levi Strauss’s 4 nephews.•Head quarters – Levi’s plaza in San Fransisco

Values & Vision

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

Ethics & Attitude

• Initially Levi’s was poor man’s clothing.• 1st sold to gold miners.• Policies includes

-Empathy

-Originality

-Integrity

-Courage

Organisation• Levi Strauss & Co. is world wide corporation

organized into three geographic divisions.

- Levi Strauss Americas(LSA), San Fransisco head quarters.

- Levi Strauss Europe, Middle East and Africa(LSEMA), head qtrs at Brussels.

-Asia Pacific division(APD), head qtrs at Singapore.

• Pvt. Company.• STEPHEN.C.NEAL – Chairman of Board.• CHIP BERGH – President & CEO.• 470 company operated stores.• 16200 employees world wide.• Revenue - $4.4 billion.

Brands

• Levi’s • Levi Strauss Signature• Dockers• dENiZEN• Levi’s 501 Original

Sample shipment data

Levis Strauss Co is an importer in the United States

which imports goods from the following countries

Competition• CALVIN KLIEN• GAAP• ESPIRIT• PEPE JEANS• Levis enjoys being the most imitated brand of

all times.• Most of the cases were on imitating its back

pocket double arc stitching pattern.

Advertising• Levi’s marketing styles uses old recordings of

popular music in TV, ranging from traditional pop to punk rock.

-Ben E King(“stand with me”)

-Percy Sledge(“when a man loves a woman”)

-Eddie Cochran(“C’mon everybody”)

-In India “Fit to die for” ad campaign ran with Deepika Padukone.

Marine honour for levi srauss 1950’s brochure

SWOT AnalysisStrengths• Pioneer in jeans.• Location.• Well educated employee.• High employee involvement.• Market share.

Weakness

• Excess of ethics.• Kept younger recruits apart.• Lack of good developmental strategic plan.

Threats

• Large no: of competitions.• Frequent changes in customer tastes &

preferences.

Oppurtunities

• Initialy no competitors.• Worldwide expansion.• Diversified product range.• Make use of mega retailers like Wal-mart, K-

Mart.

CSRHIV/AIDS                                                                                                         

More than 25 years ago, Levi Strauss & Co. was one of the first major companies to acknowledge HIV/AIDS and to apply significant resources towards its eradication. Today, millions of dollars and thousands of volunteer hours later, we remain committed to HIV/AIDS head-on.

*eco-friendly products*Less pollutants.

Conclusion• Levi’s has 150 years of experience in

manufacturing jeans.• Levi’s has opted a more localised and youthful

approach in its offerings and marketing. But at the same it enjoys equal command over the elder population as well.

• We can expect to see another 150 years of History of Levi’s.

Thank U…..