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    Levis Assgn

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    instantshikhar222
    Levi Strauss & Co. is a major clothing company best known for inventing blue jeans in the 1870s. Some key points: 1) Levi's was very successful in the 20th century but lost significant market share to cheaper competitors and designer brands starting in the 1970s. 2) While Levi's jeans remain popular, the company has faced criticism for outsourcing production to overseas factories accused of using sweatshop labor. 3) Levi's competes in the men's clothing industry against department stores, discount retailers, and online companies. Maintaining brand relevance and expanding its customer base will be important for the company's continued success.

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    Levis Assgn

    Uploaded by

    instantshikhar222
    150 views4 pages
    Levi Strauss & Co. is a major clothing company best known for inventing blue jeans in the 1870s. Some key points: 1) Levi's was very successful in the 20th century but lost significant market share to cheaper competitors and designer brands starting in the 1970s. 2) While Levi's jeans remain popular, the company has faced criticism for outsourcing production to overseas factories accused of using sweatshop labor. 3) Levi's competes in the men's clothing industry against department stores, discount retailers, and online companies. Maintaining brand relevance and expanding its customer base will be important for the company's continued success.

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    Levi Strauss & Co. is a major clothing company best known for inventing blue jeans in the 1870s. Some key points: 1) Levi's was very successful in the 20th century but lost significant market share to cheaper competitors and designer brands starting in the 1970s. 2) While Levi's jeans remain popular, the company has faced criticism for outsourcing production to overseas factories accused of using sweatshop labor. 3) Levi's competes in the men's clothing industry against department stores, discount retailers, and online companies. Maintaining brand relevance and expanding its customer base will be important for the company's continued success.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    150 views4 pages

    Levis Assgn

    Uploaded by

    instantshikhar222
    Levi Strauss & Co. is a major clothing company best known for inventing blue jeans in the 1870s. Some key points: 1) Levi's was very successful in the 20th century but lost significant market share to cheaper competitors and designer brands starting in the 1970s. 2) While Levi's jeans remain popular, the company has faced criticism for outsourcing production to overseas factories accused of using sweatshop labor. 3) Levi's competes in the men's clothing industry against department stores, discount retailers, and online companies. Maintaining brand relevance and expanding its customer base will be important for the company's continued success.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    http://www.scribd.

    com/doc/19236242/Marketing-Levis

    http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.

    http://www.oppapers.com/subjects/threats-to-levis-page1.html

    http://www.ehow.com/facts_5489340_information-levis-jeans.html

    http://www.hoovers.com/company/Levi_Strauss__Co/cftkxi-1-1njea3.html
    BACKGROUND

    Beginnings
     In 1853, Bavarian Levi Strauss joined a family-owned dry goods business in San Francisco. In 1873,
    he and tailor Jacob Davis patented a design of pants with reinforcing copper rivets, creating the
    forerunner of modern-day jeans.

    Structure
     Levi Strauss & Co. is a privately-held company with three main divisions, Levi Strauss Americas,
    Asia Pacific and Levi Strauss Europe, Middle East and Africa. Its CEO is John Anderson.

    Market Share
     Levi's heyday was the 1970s; it lost market share to both cheaper competitors and high-end
    "designer jeans." According to the New York times, Levi's aggressively sues competitors who copy its
    signature pocket stitching.

    Brands
     Levi's main brand is its jeans, including the popular shrink-to-fit 501s and the Signature line, sold in
    Wal-Mart. In the 1970s Levi's acquired Great Western Garment Company, who introduced the
    stone-washed style. Other brands include Dockers khaki clothing.

    Production
     Until the 1990s, production was mainly in North America. Today, Levi's outsources its production
    overseas and has drawn criticism for using sweatshops. Levi's reported $4.4 billion in sales for 2008,
    with net income $229 million.

    Read more: Information on Levis Jeans | eHow.com


    http://www.ehow.com/facts_5489340_information-levis-jeans.html#ixzz12bZo9e68
    Competitors
    Personal income and fashion trends drive demand for clothing. The profitability of individual
    companies depends heavily on effective merchandising and marketing. Large companies can offer
    wide selections of clothing and have advantages in purchasing, distribution, and marketing. Small
    stores can compete by offering unique merchandise, targeting a specific demographic, providing
    superior customer service, or serving a local market. The industry is labor-intensive: annual revenue
    per worker is about $145,000. Competition for the clothing store industry includes department
    stores, discount stores, and Internet and catalog retailers

    Industries Where Levi Strauss & Co. Competes


     Men's Clothing
     Retail
     Apparel & Accessories Retail
     Nonstore Retail
     Internet Retail
     Consumer Products Manufacturers
    SWOT Analysis – Levi Strauss

    Strengths.   Levis' are the original, authentic jean. They were a hit with baby boomers decades ago
    when they were in their teenager years. Another is that they stood for something beyond profit.  
    The family took pride in providing quality products, personal service, and fair treatment.   The family
    name and tradition was associated with respect for people—customers, employees, and the
    community.  

    Weakness-.   The company began to rapidly lose market share to newer, trendier, more aggressive
    brands and designer labels. The Levi brand lost luster and relevance to the younger generation.
    Levi's jeans are perceived to be their “parent's jeans.” For that reason they will wear anything else
    but a pair of Levi's. This perception is an ongoing marketing problem and the company is struggling
    to find a way to reverse the brand's fortunes. Their tradition of promoting within may have started
    their dark side.   Long-term managers became used to doing things a certain way, and kept new
    ideas and new blood at a distance. Since the company was so committed to its employees, it kept
    the younger recruits with new ideas from finding a place.   They were so inwardly focused, that they
    missed the great changes occurring in the fashion world.   Their main flaw was that they did not have
    a clear developmental strategic plan, did not pay attention and learn new technologies, and did not
    keep track of the competition, market and consumer tastes.  

    Opportunities-   In today’s society, the consumer is becoming more leisure oriented, and wears
    jeans more often.   Levi’s is still on top, and hold the majority of the market share in jeans sales.  
    Their biggest opportunity is to expand their market.   Mega retailers like K-Mart, Wal-Mart, and
    other large retailers do not currently sell Levi’s.   It would be a great opportunity to increase sales
    and find a new market with a younger generation.  

    Threats -  Styles change as fast as people do, and brand name items are the...

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