Jamal Haider Hasib

Md. Shakhawat
Hossain
Monoroma Hossain
Sagoti
Md. Azharul Hossain
Md. Ashfak Jahangir
Shohel Ahmed
Krisna Chandra
Karmaker

Introduction
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 - Levis ,Dockers &
Levis Strauss

History
The company was founded by Levi Strauss
in 1853 primarily selling wholesale dry
goods. The company was founded in San
Francisco, California.
A tailor named Jacob Davis thought of an
idea to use copper rivets to reinforce the
points of strain on pants.
Davis and Strauss purchased the patent of
the idea of using copper rivets in clothing
on May 20, 1873.

 The innovation of the rivets in the jeans

differentiated Levis jeans from others
because of its increased durability.
Over the years, Levi Over Levis jeans
have become more popular, initially due
to its durability. Jean products expanded,
targeting different consumers.
Levi Strauss & Co. eventually captures
most of the denim jean market, becomes
the largest manufacturer of jeans, and
profits reach $1 billion by 1974.

The Invention of the Blue

Jean
May 20, 1873 marked an historic day; the
birth of the blue jean. It was on that day that
Levi Strauss and Jacob Davis obtained a U.S.
patent on the process of putting rivets in
mens work pants for the very first time.

Logo
In 1886 the Two Horse brand leather patch,
a symbol of the pants Showing Strength in
jeans.
The Levi's brand eye-catching Red Tab
Device was added to the jeans in 1936. Placed
onto the right back pocket with the word
"Levis" White capital letters, it differentiates
Levi's jeans from competitors.

Levis jeans famous arched back pocket

stitching is called the accurate.

BRAND
IDENTITY

BRAND
CONCEP
T

Levis gives everyone the opportunity

to craft experiences and opportunities
by
building
confidence
through
durable clothing.

TAGLINE
S

A style for every story.

Have you ever had a bad time in
Levi's?
Quality never goes out of style.
Levis. Original jeans. Original people.

Introduced to the
Eastern US during
thedude ranch craze

Founded
by the
Strauss
family

185 187
3
3
Made the
first blue
jeans: the
first riveted
mens work
pants out of
denim

Created
the Levi
501s
Jeans

189
0s

During World War II Blue

jeans were declared an

essential commodity
and were sold only to
people engaged in
defense work

From 1950 1980s

Levi's jeans became
popular of
youthsubcultures
Made clothing for
the athletes at
Olympic Games

Timemagaz
ine names
the
501jean
the Fashion
Item of the
Century

1920 1930 193 1940 196 1950 1980 198 199 199 201
s
s
4
s
5
s
4
1
9
1
s

Sales
confined to
the working
people of
the Western
U.S.

Expande
d to
Europe
and Asia
Made the first
jeans for
women, Lady
Levi's

Terms of
Engagement: help
promote fair labor
standards and
workers' rights

Levis branched
out into a range
of different
garments

Created
commuter
line: Born To
Bike

Values of Levi Strauss

Levi Strauss & Co. has four major core
values.
Empathy - Walking in other peoples
shoes
Originality - Being authentic and
innovative
Integrity - Doing the right thing
Courage Standing up for what we
believe

Products

Current Target Customer

Current Target Customer

Age: 15-30
Male & Female
Fashion conscious
Students & young
professionals
Middle Income

Values
Self expression
Authenticity
Peer acceptance
Trendsetter
Effortless cool

Age: 30-50
Male & Female
Professionals & Blue
collar
Have been wearing
Levis since their youth

Values
Sense of loyalty
American sprit
Familiarity
Self expression

Major Competitors
o
o
o
o
o
o
o
o

Pepe Jeans
Leeds (US Apparels)
Lee
Disel
CK
Wrangler
Gap Jeans
Cambridge
Their prices are not influenced by the competitors.
Such a stuff, design and fashion which dont have the
enough sales are recall back to the company. Again
company issues this stuff to their own outlets for sale
at discount prices.

SWOT Analysis
Strengths
Levis enjoys high brand equity. People all
around the world recognize the brand name.
Levis products are unique and innovative in
the style.
A lot of variety is offered by Levis ranging
from sunglasses to skirts and shirts.
The products are renowned and are
considered as the most durable i.e. the long
lasting products.
Levis follows a high standard of quality

Weakness
Levis products are considered as very
expensive. Therefore a large percentage of
people are reluctant to buy the products.
As no discounts are present and products
are sold at fixed prices many customers are
lost.
Levis does not provide any services like
free delivery etc.

Opportunities
Levis can do more well in the women
section. This section is give less importance
as compared to the men section.
The kids section, which has been started
from few years, should also be given proper
attention to gain customers.
Sales promotion can be increased by
increasing the advertisements expenses so
as to enjoy a large number of customers

Threats
Likely entry of new competitors.
Rising sales of substitute products.
Slower market growth.
Adverse government pressures.

4Ps of Levis Strauss

Price
Their price is influenced by the following factors
Cost of the product
Affordable for the target market
Demand of the product Uniqueness
And innovative features of the products.
List Price: Their all products are sold at listed price. There
is no discount to offer.
Credit Sales: They also deal with credit sales, but dont
overcharges to the customers. Products are only sold for
cash or on credit cards.
Discount: They dont give the discount to customers even
to the employees of the Levis.

Product
Red tab jeans offers traditional cuts
Silver Tab jeans define fashion looks with a
background of quality
Levis jeans expanded its fashion designs
not only in men and women apparels, but
also in kids wear.

Place
Vast distribution channels spread all over the world
In Asia it has the brand distribution in the countries
like China, India & Japan.

Promotion
Aggressive campaigns
Launch and promotions are coordinated with
licenses in various countries
Advertisements through mass media such as
print and electronic transmission, bell boards
and on the internet are some of LEVIS way of
raising brand awareness among the consumers.

Pricing Strategy
Competitive
Advantage

Consumers'
Expectation

Conclusion

Affordable

Affordable

Affordable

Low to Medium

Premium collection

Wide Price Range

Wide Price range Free Alteration

Frequent Discount

Retail Return Free Free shipping

High
cost/performance

Free Shipping on
$100+ order
Online Student
Discount 20%
Frequent
Discount
High
cost/performance

Free Return Shipping

Fee
Student Discount
Frequent Discount
High cost/performance

MENS DENIM MARKET

PRICING

WOMENS DENIM MARKET

PRICING

TRENDY

AFFORDABLE

EXPENSIVE

CLASSIC

FASHIONABLE

HIGH
DURABILIT
Y

LOW
DURABILIY

FUNCTIONAL

URBAN

EXPENSIVE

AFFORDABLE

HIPSTER

Ethics & Attitude

Initially Levi's was poor mans
clothing.
Having high ethical values,
kind hearted, social worker &
right attitude.
Incorporated these values in
the companies policies and
they have been followed ever
since.

Functional Benefits

Mobility
Protection
Durability
Convenienc
e

Trendy
Classic
styling
Innovative
technology

Variety of prices
Variety of
sizes/styles
Collections
optimized for
specific needs

Emotional Benefits
EXPRESS YOURSELF
AND BE ACCEPTED BY
SOCIAL PEERS

FREEDOM TO
BE
CONFIEDNT
ACCEPT YOURSELF AS YOU
ARE AND EXPRESS YOUR
CONFIENDCE

Various activity running by

Levis

We remain engaged in the International

Labor Organizations (ILO). Better
Factories Cambodia project, which
addresses capacity building, monitoring
and remediation, and worker rights
education in Cambodian apparel
factories. In 2007, we began
participating in the Better Work
program, a unique partnership between
the ILO and the International Finance

Conclusion
Adopting a more aggressive marketing
strategy.
Laying more emphasis on Women &
kids apparel.
Rendering of discounts and offers to
customers so as to boost the sales and
build brand loyalty.
Reduction in the price so as to cater to
a different segment of customer.