Presentation ON LEVI'S
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Transcript of Presentation ON LEVI'S
PRESENTATION ON
HISTORY
Levi Strauss & Co. (LS&CO) is a privately held American clothing company known worldwide as Levi’s.
It was founded in the year 1853.
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.
In 1902 Levi Strauss dies at the age of 73. His nephews take over the business and run the business.
In 1906 The San Francisco earthquake and fire destroys the headquarters and factories of Levi Strauss & Co.
CONTINUED
In 1943 The Arcuate stitching design is
registered as a trademark.
In 1954 A zippered
version of the overalls
is introduced and named
501Z
In 1966 The first television
commercial for Levi’s
jeans is aired.
In 2002, Levi Strauss began a close business collaboration
with Wal-Mart, producing a
special line of "Signature" jeans and other clothes for exclusive sale
in Wal-Mart stores until 2006
Mission of LEVI’S
People love and trust our company.
We will market and distribute the
most appealing and widely available.
Our products define quality, style and function.
We will clothe the world .
“Quality Never Goes Out Of Style “ Levi’s
TODAYS SCANARIO
Levi Strauss & Co. (LS&CO.), one of the world's largest apparel manufacturer brand
Sold in over 110 countries, in more than 55,000 retail locations worldwide
Manufactures jeans in approximately 108 sizes and 20 finish fabrics
3 Brand Portfolio - Levi’s ®, Dockers ® & Levi’s Strauss Signature®
Cont,,,,,,,,,,,,
Key people: Richard L. Kauffman
Chairman of the Board
R. John Anderson,
President and CEO
Revenue US$ 5.2 billion (FY 2011)
employees 16,800 (FY 2011)
Levi’s provides a wide range of products that
target different market
segments, capturing demands
Positioned as a well respected
Fortune 500 enterprise
Products Description Distribution channel
Retail price
Levi’s Vintage Clothing and the Levi’s Red
Small group of premium tops and bottoms that were based on key heritage styles with premium fabrics
High end specialty stores Bottoms: Over $100
Levi’s Premium Red Tab Variations of Levi’s Red Tab products with changes to fabrics and finishes
Specialty storesIndependent shopsOriginal Levi’s stores
Bottoms: between $50 and $100
Levi’s Engineered Jeans Group of tops and bottoms that were engineered for special mobility
Specialty storesIndependent shopsOriginal Levi’s stores
Bottoms: between $50 and &80
Levi’s Red TabLevi’s Silver Tab
The core of the Levi’s brand incl. the classic 501 button-fly jean as well as a series of models featuring slim, baggy, straight leg fits
Departmental storesChain storesIndependent shopsOriginal Levi’s stores
Bottoms: between $30 and $50
Bottoms:Between $25 and $50
Other Levi’s product Incl. all other products as shirts, t-shirts bags, belts, footwear etc.
Departmental storesIndependent shopsOriginal Levi’s stores
All price ranges depending on product category
Promotional strategy:
Target market:Upper class & Upper middle class and middle class
Target Customer Younger generation,
Male, Female.
STRATEGIES
• In 2002, Levi’s brand was rated as the No. 1 brand for brand awareness and brand retention.
The company frequently promoted music & theatrical productions
- Sponsored artists incl. Christina , Mariah Carey, Ben Folds Five, The
White Stripes etc.
Levi’s ads stress the “youthfulness "of their brand jeans
- Television advertisements are more innovative and target younger crowds
• In order to maintain revenues, the company releases the Levi’s signature jeans.
Contd……….• Channels of distribution:
Distribution Channel Share in sales
Chain & Departmental stores 58.0%
Specialty 3.0%
Independent 10.0%
Others 29.0%
Total 100.0%
Thank
You!