Levis Pre Mid Sem

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    FASHION RETAIL MANAGEMENT

    Assignment on

    Retail Study on the brand Levis

    SUBMITTED TO,

    DR. G.H.S PRASAD

    FMS DEPARTMENT

    NIFT, HYDERABAD

    SUBMITTED BY,

    JHALAK NATHWANI

    VIJAY CHANDRA

    RUCHITA SHAH

    DELWIN ARIKATT

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    LEVIS BACKGROUND:

    Levi Strauss & Co. (LS&CO) is a privately held American clothing companyknown worldwide for its Levi's brand ofdenim jeans. It was founded in 1869

    when Levi Strauss came from Buttenheim, Franconia,(Kingdom of Bavaria) to San

    Francisco, California to open a west coast branch of his brothers' New Yorkdry

    goodsbusiness. Although the company began producing denim overalls in the 1870s,

    modern jeans were not produced until the 1920s. The company briefly experimented

    (in the 1970s) with employee ownership and a public stock listing, but remains

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

    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; and Asia

    Pacific Division (APD), based in Singapore. The company employs a staff of

    approximately 10,500 people worldwide. The core Levi's was founded in 1873 in San

    Francisco, specializing in riveted denim jeans and different lines of casual and street

    fashion.

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

    explosive growth in its business as the more casual look of the 1960s and 1970s

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

    the leadership of Jay Walter Haas Sr., Peter Haas Sr., Paul Glasco and George P.

    Simpkins Sr., 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. GWG was responsible for the

    introduction of the modern "stone washing" technique, still in use by Levi Strauss.

    The company experienced rapid expansion of its manufacturing capacity from

    fewer than 16 plants to more than 63 plants in the United States from 1964 to 1974.

    Levi's expansion under Simpkins was accomplished without a single unionized

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    employee. Simpkins' use of "pay for performance" manufacturing at the sewing

    machine operator level up. As a result, Levi's' plants were perhaps the highest

    performing, best organized and cleanest textile facilities of their time. Levi's even

    piped in massive amounts of air conditioning for the comfort of Levi's workers into

    its press plants, which were known in the industry to be notoriously hot. 2004 saw a

    sharp decline of GWG in the face of global outsourcing, so the company was closed

    and the Edmonton manufacturing plant shut down.

    The Dockersbrand, 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. Launched in 2003, Levi Strauss Signature features jeans

    wear and casual wear.[7]In November 2007, Levi's released a mobile phone in co-

    operation with Mode Labs. Many of the phone's cosmetic attributes are customisable

    at the point of purchase.

    CORPORATE HISTORY:

    Levis history and longevity are unique in the apparel industry. Its

    commitment to quality, innovation and corporate citizenship began with the founder,

    Levi Strauss, who infused the business with the principle of responsible commercial

    success that has been embedded in its business practices throughout our more than

    150-year history. This mixture of history, quality, innovation and corporate

    citizenship contributes to their iconic reputations of brands. In 1853, during the

    California Gold Rush, Mr. Strauss opened a wholesale dry goods business in San

    Francisco that became known as Levi Strauss & Co. Seeing a need for work pants

    that could hold up under rough conditions, he and Jacob Davis, a tailor, created the

    first jean. In 1873, they received aU.S. Patent for waist overalls with metal rivets at

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    points of strain. The first product line designated by the lot number 501 was

    created in 1890.

    In the 19th and early 20th centuries, work pants were worn primarily by

    cowboys, miners and other working men in the western United States. Then, in 1934,Levis introduced our first jeans for women, and after World War II, jeans began to

    appeal to a wider market. By the 1960s they had become a symbol of American

    culture, representing a unique blend of history and youth. It opened export and

    international businesses in the 1950s and 1960s. In 1986, it introduced the

    Dockers brand of casual apparel which revolutionized the concept of business

    casual.

    Throughout this long history, Levis has upheld their strong belief that theycan help shape society through civic engagement and community involvement,

    responsible labor and workplace practices, philanthropy, ethical, conduct,

    environmental stewardship and transparency. It has engaged in a profits through

    principles business approach from the earliest years of the business. Among

    milestone initiatives over the years, it had integrated its factories two decades prior

    to the U.S. civil rights movement and federally mandated desegregation, it developed

    a comprehensive supplier code of conduct requiring safe and healthy working

    conditions among its suppliers (a first of its kind for a multinational apparel

    company), and offered full medical benefits to domestic partners of employees prior

    to other companies of its size, a practice that is widely accepted today.

    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

    the dude ranch craze 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.

    In the 1950s and 1960s, Levi's jeans became popular among a wide range ofyouth subcultures, including greasers, mods, rockers, hippies and skinheads. Levi's

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    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 the shrinkagewas

    substantial. The company still produces these unshrunk, uniquely sized jeans, and

    they are still Levi's number one selling product.

    VALUES & VISION:

    Levis believe that business can drive profits through principles, and that our values

    as a company and as individuals give us a competitive advantage.

    EMPATHYwalking in other peoples shoes

    Empathy begins with paying close attention to the world around us. We listen and

    respond to the needs of our customers, employees and other stakeholders.

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    ORIGINALITY being authentic and innovative

    The pioneering spirit that started in 1873 with the very first pair of blue jeans still

    permeates all aspects of our business. Through innovative products and practices, we

    break the mold.

    INTEGRITY doing the right thing

    Integrity means doing right by our employees, brands, company and society as a

    whole. Ethical conduct and social responsibility characterize our way of doing

    business.

    COURAGE standing up for what we believe

    It takes courage to be great. Courage is the willingness to tell the truth and tochallenge hierarchy, accepted practice and conventional wisdom. It means standing

    by our convictions and acting on our beliefs.

    ANNUAL REPORT

    The following table sets forth Levis selected historical consolidated financial data

    which are derived from our consolidated financial statements for 2010, 2009, 2008,

    2007 and 2006. The financial data set forth below should be read in conjunction

    with, and are qualified by reference to, Item 7 Managements Discussion and

    Analysis of Financial Condition and Results of Operations, our audited consolidated

    financial statements for 2010 and 2009 the related notes to those audited

    consolidated financial statements, included elsewhere in this report.

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    MANAGEMENTS DISCUSSION AND ANALYSIS OF

    FINANCIAL CONDITION AND RESULTS OF

    OPERATIONS

    OVERVIEW:

    Levis design and market jeans, casual and dress pants, tops, jackets, footwear and

    related accessories for men, women and children under Levis, Dockers,

    Signature by Levi Strauss & Co. (Signature) and Denizen brands around the world.

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    They also license trademarks in many countries throughout the world for a wide

    array of products, including accessories, pants, tops, footwear and other products.

    Business is operated through three geographic regions: Americas, Europe and Asia

    Pacific. Products are sold in approximately 55,000 retail locations in more than 110

    countries. Levis supports brands through a global infrastructure, developing,

    sourcing and marketing products around the world. It distributes Levis and

    Dockers products primarily through chain retailers and department stores in the

    United States and primarily through department stores, specialty retailers and nearly

    1,800 franchised and other brand-dedicated stores outside of the United States. It

    also distributes Levis and Dockers products through 470 company-operated

    stores located in 27 countries, which collectively generated approximately 15% of our

    net revenues in 2010, as compared to 11% in 2009. In addition, it distributed Levis

    and Dockers products through their respective brand-dedicated online stores

    operated by self as well as the online stores of certain of its key wholesale customers

    and other third parties. It distributes products under the Signature brand primarily

    through mass channel retailers in the United States and Canada and franchised

    stores in Asia Pacific. It currently distributes Denizen products through franchised

    stores in Asia Pacific, Europe and Asia Pacific businesses, collectively, contributed

    approximately 42% of its net revenues and 38% of its regional operating income in

    2010. Sales of Levis brand products represented approximately 81% of total net

    sales in 2010. Pants, including jeans, casual pants and dress pants, represented

    approximately 84% of our total units sold in 2010, and mens products generated

    approximately 72% of our total net sales.

    TRENDS AFFECTING BUSINESS

    Levis believes the key business and marketplace factors affecting us include the

    following:

    Continuing pressures in the U.S. and global economy related to the global economic

    downturn, access to credit, volatility in investment returns, real estate market and

    employment concerns, and other similar elements that impact consumer

    discretionary spending, which continues to be weak in many markets, especially in

    Europe, are creating a challenging retail environment for us and our customers.

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    Wholesaler/retailer dynamics are changing as the wholesale channels face slowed

    growth prospects asa result of consolidation in the industry and the increasing

    presence of vertically integrated specialty stores. As a result, many of its customers

    desire increased returns on their investment with Levis through increased margins

    and inventory turns, and they continue to build competitive exclusive o r private-

    label offerings. Many apparel wholesalers, seek to strengthen relationships with

    customers as a result of these changes in the marketplace through efforts such as

    investment in new products, marketing programs, fixtures and collaborative

    planning systems.

    Many apparel companies that have traditionally relied on wholesale distribution

    channels have invested in expanding their own retail store distribution network,which has raised competitiveness in the retail market.

    More competitors are seeking growth globally, thereby raising the competitiveness

    of the international markets. Some of these competitors are entering into markets

    where Leviss already has a mature business such as the United States, Japan,

    Western Europe and Canada, and those new brands provide consumers discretionary

    purchase alternatives and lower-priced apparel offerings. Opportunities for major

    brands also are increasing in rapidly growing developing markets such as India,

    China, Brazil and Russia.

    The increasingly global nature of Levis business exposes it to earnings volatility

    resulting from exchange rate fluctuations.

    Brand and product proliferation continues around the world as Levis and other

    companies compete through differentiated brands and products targeted for specific

    consumers, price-points and retail segments. In addition, the ways of marketingthese brands are changing to new mediums, challenging the effectiveness of more

    mass-market approaches such as television advertising.

    Competition for resources throughout the supplychain has increased, causing

    Levis and other apparel manufacturers to continue to seek alternative sourcing

    channels and create new efficiencies in our global supply chain.

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    TRENDS AFFECTING THE SUPPLY CHAIN INCLUDE:

    The proliferation of low-cost sourcing alternatives around the world, which enables

    competitors to attract consumers with a constant flow of competitively-priced new

    products, resulting in reduced barriers to entry for new competitors.

    The impact of increasing prices and tightened supply of labor and raw materials,

    such as cotton, which has contributed, and may continue to contribute, to ongoing

    pricing pressure throughout the supply chain. In particular, during the second half of

    2010, the price of cotton increased substantially as a result of various dynamics in

    the commodity markets.

    Trends such as these has brought additional pressure on Levis and other

    wholesalers and retailers to shorten lead-times, reduce costs and raise product

    prices, and both the increased cost and lower availability of cotton may have an

    adverse impact on our cash and working capital needs as well as those of our

    suppliers. It has already begun to raise product prices in an attempt to mitigate the

    impact of these higher costs. However, further increases in cotton prices and other

    costs of production and distribution could negatively impact financial results.

    These factors contribute to a global market environment of intense

    competition, constant product innovation and continuing cost pressure, and combine

    with the global economic downturn to create a challenging commercial and economic

    environment. It is expected that these factors continue into the foreseeable future. In

    addition to these industry trends, Levis will remain focused on its key strategies and

    will continue to invest in the business, including investments in retail and wholesale

    network and information technology infrastructure, resulting in increased

    advertising and promotion expense, capital expenditure and selling expense. Levis

    believes that it will maintain a gross margin in the high-40s to low-50s.

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    LEVIS 2010 RESULTS

    Levis 2010 results reflect net revenue growth and the effects of the strategic

    investments it has made to support its long-term objectives.

    NET REVENUES Its consolidated net revenues increased by 7% compared to

    2009, an increase of 6% on a constant-currency basis, reflecting growth in each of its

    geographic regions. Increased net revenues driven by acquisitions in 2009, growth

    in revenues associated with the Levis brand, and the expansion of its dedicated

    store network globally were partially offset by declines in the wholesale channel in

    certain markets.

    OPERATING INCOMELevis operating income increased by $3 million

    and its operating margin declined as compared to 2009, as the benefits from a higher

    gross margin and the increase in net revenues were offset by continued strategic

    investments, including the expansion of dedicated store network as well as

    advertising and promotion expenses to support the growth of its brands.

    CASH FLOWS - Cash flows provided by operating activities were $146 million

    in 2010 as compared to $389 million in 2009. This reflects planned expenditures intheir strategic business initiatives and inventory build in support of growth. Lower

    operating cash flows were countered by decline in required payments on the

    trademark tranche of its senior secured revolving credit facility and a significant

    decline in cash used for acquisitions as compared to 2009.

    FINANCIAL INFORMATION PRESENTATION:

    FISCAL YEAR:Levis fiscal year ends on the last Sunday of November in each

    year, although the fiscal years of certain foreign subsidiaries are fixed at November

    30 due to local statutory requirements. Apart from these subsidiaries, each quarter of

    fiscal years 2010, 2009 and 2008 consisted of 13 weeks, with the exception of the

    fourth quarter of 2008, which consisted of 14 weeks.

    SEGMENTS:Levis manages its business according to three regional segments:

    the Americas, Europe and Asia Pacific. In the first quarter of 2010, accountability for

    information technology and marketing staff costs of a global nature, that in prior

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    years were captured in geographic regions, was centralized under corporate

    management in conjunction with its key strategy of driving productivity. Beginning

    in 2010, these costs have been classified as corporate expenses. These costs were not

    significant to any of their regional segments individually in any of the periods

    presented herein, and accordingly, business segment information for prior years has

    not been revised. The September 2010 announcement of Levis brand-led

    organization focuses on creating a leadership structure to enable a consistent product

    and consumer experience around the world for each of our brands. We continue to

    measure our business performance by region.

    CLASSIFICATION: Levis classification of certain significant revenues and

    expenses reflects the following:

    Net sales is primarily comprised of sales of products to wholesale customers,

    including franchised stores, and direct sales to consumers at our company-operated

    and online stores and at its company-operated shop-in-shops located within

    department stores. It includes discounts, allowances for estimated returns and

    incentives.

    Licensing revenue consists of royalties earned from the use of our trademarks bythird-party licensees in connection with the manufacturing, advertising and

    distribution of trademarked products.

    Cost of goods sold is primarily comprised of product costs, labor and related

    overhead, sourcing costs, inbound freight, internal transfers, and the cost of

    operating its remaining manufacturing facilities, including the related depreciation

    expense.

    Selling costs include, among other things, all occupancy costs and depreciation

    associated with company-operated stores and commission payments associated with

    company-operated shop-in-shops.

    We reflect substantially all distribution costs in selling, general and administrative

    expenses, including costs related to receiving and inspection at distribution centres,

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    warehousing, shipping to customers, handling, and certain other activities associated

    with its distribution network.

    Levis gross margins may not be comparable to those of other companies in the

    industry since some companies may include costs related to their distribution

    network and occupancy costs associated with company-operated stores in cost of

    goods sold.

    Constant-currency comparisons are based on translating local currency amounts in

    both periods at the foreign exchange rates used in the Companys internal planning

    process for the current year. We routinely evaluate our financial performance on a

    constant-currency basis in order to facilitate period-to-period comparisons without

    regard to the impact of changing foreign currency exchange rates.

    RESULTS OF OPERATIONS - 2010 COMPARED TO

    2009

    The following table summarizes, for the periods indicated, the consolidated

    statements of income, the changes in these items from period to period and these

    items expressed as a percentage of net revenues:

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    NET REVENUES:

    The following table presents net revenues by reporting segment for the periods

    indicated and the changes in net revenues by reporting segment on both reported

    and constant-currency bases from period to period:

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    Total net revenues increased on both reported and constant-currency bases for the

    year ended November 28, 2010, as compared to the prior year. Changes in foreign

    currency exchange rates affected our consolidated reported amounts favourably by

    approximately $53 million.

    AMERICA: On both reported and constant-currency bases, net revenues in our

    Americas region increased in 2010. Currency affected net revenues favorably by

    approximately $23 million. Levis brand net revenues increased, driven by the

    outlet stores we acquired in July 2009, as well as strong performance of its mens

    and juniors products in the wholesale channel. The improved Levis brand

    performance was partially offset by declines of net sales from Signature and U.S.

    Dockers brands as compared to 2009, although for the fourth quarter, Dockers

    brand net sales increased as compared to the prior year, primarily driven by mens

    long bottoms.

    EUROPE: Net revenues in our Europe region increased on both reported and

    constant-currency bases. Currency affected net revenues unfavourably by

    approximately $18 million. The increase was driven by the positive impact of our

    Levis brand, including our 2009 footwear and accessories business acquisition

    and our expanding company-operated retail network throughout the region, and waspartially offset by continued sales declines in traditional wholesale channels,

    reflecting the regions ongoing depressed economic environment.

    ASIA PACIFIC: Net revenues in Asia Pacific increased on both reported and

    constant-currency bases. Currency affected net revenues favourably by

    approximately $48 million. Net revenues in the region increased primarily due to the

    continued expansion of its brand-dedicated retail network in emerging markets of

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    China and India, offset by continued net revenue declines due to the weak

    performance of business in Japan.

    GROSS PROFIT:

    The following table shows consolidated gross profit and gross margin for the periods

    indicated and the changes in these items from period to period:

    Compared to the prior year, gross profit increased in 2010 primarily due to the

    increase in constant-currency net revenues, improved gross margins in each of our

    regions, and a favorable currency impact of approximately $47 million. The

    improvement in our gross margin primarily reflected the increased contribution

    from our company-operated retail network, which generally has a higher gross

    margin than our wholesale business.

    SELLING, GENERAL AND ADMINISTRATIVE

    EXPENSES

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    The following table shows Levis selling, general and administrative expenses

    (SG&A) for the periods indicated, the changes in these items from period to period

    and these items expressed as a percentage of net revenues:

    Currency contributed approximately $12 million of the $246.2 million increase in

    SG&A expenses as compared to the prior year.

    SELLING: Selling expenses increased across all business segments, primarily

    reflecting higher costs, such as rents and increased headcount, associated with the

    continued expansion of our company-operated store network.

    ADVERTISING AND PROMOTION: The increase in advertising and

    promotion expenses was attributable to the planned increase in support of our U.S.

    Levis and U.S. Dockers brands, as well as global launch ofour Levis Curve ID

    jeans for women and the launch of Denizen TM brand in the Asia Pacific region.

    ADMINISTRATION: The increase in administration expenses reflect higher

    costs associated with its pension and postretirement benefit plans, as well as higher

    costs related to various corporate initiatives, including costs in the third quarter of

    2010 associated with executive separations.

    OTHER: Other SG&A expenses include distribution, information technology, and

    marketing organization costs. The increase in expenses was primarily due to

    increased marketing project costs related to our strategic initiatives.

    LEVIS PRODUCT LINES

    RED TAB

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    SILVERTAB (this line started in 1990 and is marketed to a more fashion-forward demographic; the last five years this line got a make-over to resemble

    an urbanwear look rather than the traditional Levi's look)

    DOCKERS LEVI STRAUSS CIRCLE R RED LOOP TAB TWISTS LEVI'S VINTAGE CLOTHINGL.V.C) LEVI STRAUSS SIGNATURE NEXT CUBE BLUE PRINT (N3BP) CAPITAL E LEVIS LADY STYLE EDISON BLACK BLUE

    Levi Strauss has designed a pair of jeans, called RedWire DLX Jeans, able to control

    a wearer's Apple iPod music player. The RedWire DLX Jeans will have an iPod

    remote control and docking station fitted in its pockets, and comes complete with

    attached headphones. Launched in August 2006, the jeans costs approximately

    $300. Levi Strauss is not the first to produce iPod-compatible clothing, but it is

    believed to be the first to do so for trousers or jeans.

    LEVIS TARGET CUSTOMERS:

    Levi's target customer into the 1990's became a customer who did not want to betargeted by Levi's. The target customers identified by the company were teens and

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    young adults. In the 90's, Levi's continued insistence to portray their jeans as a

    classic, standard, mythical brand became inconsistent with its markets' trend toward

    individuality. While blue jeans were the cool attire of John Travolta in Grease and the

    rugged companion of the Great American Cowboy, folks are now demanding jeans

    that provide a specific and comfortable fit, reflect a personality, signify inclusion to a

    societal class, or simply separate the style of today from the style of one's parents

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    ORGANIZATIONAL STRUCTURE

    R. JOHN ANDERSON

    SVP, NORTH AMERICAN

    REGION OPERATION

    CHAIRMAN

    BOB HASS

    HANS

    PLOOSVAN

    AMS TEL

    DAVID

    PRESIDENT

    COO, AND

    DIRECTOR

    HILARY KRANE

    SVP AND

    GENERAL COUSEL

    LAWRENCE RUFF

    SVP, STRATEGY AND

    WORLDWIDE MARKETING

    GARY GRELLMAN

    VP AND CONTROLLER

    PAUL SMITH

    VP, GLOBAL TAX

    DEPARTMENT

    MARY BOLAND

    VP, FINANCE

    LEVI STRAUSS

    NORTH

    AMERICAN

    AMY JASMER

    DIRECTOR LEVIS

    PRESENCE AND

    PUBLICITY

    JEFF BECKMAN

    DIRECTOR, WORLDWIDE

    AND U.S.

    COMMUNICATION

    EJ BERNAKI

    SENIOR MANAGER,

    WORLD WIDE

    COMMUNICATIONS

    KEIJI AMEMIYA

    SENIOR COMMUNICATION

    SPECIALIST, LEVI STRAUSS, JAPAN

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    CONTENTS

    1. LEVIS BACKGROUND2. CORPORATE HISTORY3.VALUE AND VISION4. ORGANIZATIONAL STRUCTURE5.ANNUAL REPORT6. MANAGEMENTS DISCUSSION AND ANALYSIS OF FINANCIAL

    CONDITION AND RESULTS OF OPERATION

    7. TRENDS EFFECTING THE SUPPLY CHAIN8. LEVIS 2010 RESULTS9. FINANCIAL INFORMATION PRESENTATION

    10.RESULTS OF OPERATIONS-2010 VS 200911. NET REVENUES12.GROSS PROFIT13.SELLING, GENERAL AND ADMINISTRATIVE EXPENSES14.PRODUCT LINES15.TARGET CUSTOMERS

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