Levi Strauss & Co
Founders :
Headquarters:
Area served:
Industry:
Owner(s):
Employees
Divisions:
Levi Strauss
San Francisco, California, U.S.
Worldwide Clothing
Textile
10,000+
Levi's, Dockers, Signature by Levi Strauss
& Co.
Contd…
• Levi Strauss & Co. (LS&CO) is a privately held clothing company known
worldwide for its Levi's brand of denim jeans.
• The company began producing denim overalls in the 1870s, modern
jeans were not produced until the 1920s.
• 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 in
Brussels.
• Asia Pacific Division (APD), based in Singapore.
COMPETITORS
Lee
PEPE JEANS
KILLER
SPYKAR
WRANGLER
VSVS
FORMAT OF RETAILING
• LS&Co. products are sold through a wide variety of retail formats
around the world, including chain and department stores,
approximately 15,000 franchise stores dedicated to brands in the
company-operated retail network, multi-brand specialty stores,
mass channel retailers, and both company-operated and retailer
Web sites.
• There are approximately 2,000 retail stores dedicated to selling
this brands around the world.
PRODUCT
• The company design and markets jeans and jeans related pants,
casual, skirts, jacket and related accessories for men, women and
children.
• Levis brand- men ,women and kids jeans, jeans related products, knit
and woven tops, outer wear and accessories.
• Dockers- men, women and boys casual pants, shorts, skirts, knit and
woven tops, outer wear and accessories.
• Slates- men and women pants, skirts, tops, jackets, outer wear,
accessories.
PRODUCT PRICE
RED TAB 900-1399
RED LOOP 1400-1999
RED PREMIUM 2000-2999
RED SUPER PREMIUM 2999-above
PLACE...
• To provide desired products at proper place.
• To fulfil the requirements of every locality according to the taste of
the people .
• To increase the brand equity by reaching every corner of the world
Promotion.
• To equalize the demand and supply of products at all places.
PROMOTION
• For the promotion of sales Levi Strauss & Co.
adopt a very effective but comprehensive
strategy.
• Levis pays attention to the publicity of its
products. The major source of promotion of
Levi’s is done by creating public relations.
• Brand Ambassador : Akshay kumar
• Levi’s uses the following promotional strategies to promote its
product
• Personal selling- Personal selling by the representative of the
organization takes place face to face with final consumers.
• Mass selling- Levis does mass selling to inform a bulk of persons
by advertising.
• Advertising Medium -The advertising media used by the company
are :-
• Television
• Fashion Magazines, Newspapers
• Internet
• Bill boards, banners etc.
ADVERTISEMENTS
Levi’s targets its market among thefollowing classes:
•Upper Class •Upper Middle Class•Target market is not only men or boys we are targeting ladies and children as well because of wide product range for both genders and all age levels.
PEOPLEEMPLOYEES:-
Approximately 70,000 worldwide
• 5,400 in the Americas
• 4,200 in Europe
• 2,200 in Asia Pacific
STAFF:
• Well dressed ; with in uniform.
• Staff member have a good command over language with a good
communication skill.
• Most of the staff members are well versed with vernacular languages.
PHYSICAL EVIDENCE
• Around 1000+ stores, catering to both upper middle class.
• These stores are easily found in small towns as well as metro cities,
from shopping localities to posh malls.
• There is no other company with a comparable global presence in the
jeans and casual pants markets.
Conclusion
• A global brand with over 70,000 employees and 1000+ store locations.
• The vision of making a market place of Levis as the jeans, has come true.
• With its advertisements giving the right vibe of comfortable, it has become a favourite of the upper middle class.