Levis

By: Shraddha Nigdikar

Original Authentic Jeans

Introduction

• Founded by Mr. Levis Strauss in 1853.• imported fine dry goods - clothing, bedding, combs,

purses and handkerchiefs from New York and sold the goods to the small general stores.

• In late 1870 Jacob Davis, a Reno, Nevada tailor, started making men's work pants with metal rivets at points of strain for greater strength.

• On May 20, 1873, Strauss and Davis received United States patent #139121 for using copper rivets to strengthen the pockets of denim work pants.

• In the 19th century most of the jeans were sold to mainly to Sailors and men with rigorous occupations as Jeans was a very tough and sturdy clothing option.

• The Modern Levi’s Jeans began to appear mainly after 1920, and experiences accelerated growth during world war 1 when it became an essential for the defense personnel.

• The organization grew in thirty years to include a sales force of more than 22,000, with 50 plants and offices in 35 countries.

• In 1950’s and 60’s jeans became a rage amongst youth and various subcultures.

The troublesome days…

• “Levi's is basically a troubled company. Although their name is hallowed in American history, few people these days wear Levi's jeans.”

• Kurt Barnard, President of Barnard's Retail Trend Support

The Financial Times February 2001.

Competition

• Levi’s faced competition from Calvin Klein, GAP and also the cheap alternatives available in big retail chains like Wal Mart etc.

• Levi’s also enjoys (suffers) being the most imitated brand of all times.

• Nearly 100 lawsuits against competitors since 2001

Levi’s Strauss Signature

• In 2003, Levi’s launched Levi’s Strauss Signature targeting the price sensitive customers who purchased their apparels from Wal Mart and other big discount stores. LS Signature became a rage amongst youngsters with their innovative and affordable designs and offerings.

The Brands

• Levi’s• Levi’s Strauss Signature• Dockers• Levi’s Mobile Original click here

• The products and collections…• Levi’s 501 Original collection.• Red Tab etc…

Brand Extension

• The best source of profitable growth • Rejuvenated brand’s image. • Prevented brand switching • Unbeatable functional benefits • Emotional connect-brand association.

A Levi’s Means…

• Levi’s is synonymous to Jeans. • Trust • Quality • Style• Comfort • Durability• A denim beyond age, time and fashion

trends.

Ad Campaigns

• Original Authentic Jeans• A sexier appeal to attract youth compete

with competitors like Calvin Klein • Go Forth : U.S. of A.

• Asia Pacific• INDIA: Popular film stars.

• Levis has opted a more localized 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 from Levi’s.