Documente Academic
Documente Profesional
Documente Cultură
Co.
An analysis
Presented by:
Swati Gupta
Introduction
Ø Levi Strauss & Co. (LS&CO.),
one of the world's largest
apparel manufacturer brand
Ø Manufactures jeans in
approximately 108 sizes and
20 finish fabrics
Ø
Ø 3 Brand Portfolio - Levi’s ®,
Mission statement
Ø Consumer demand
shifts from
durability of jeans to
fashion of jeans
Ø
Ø Levi’s jeans were
issued to employees
in the defense
industry during
World War II
Expansion
Ø Levi Strauss & Co. eventually
captures most of the denim
jean market, becomes the
largest manufacturer of
jeans, and profits reach $1
billion by 1974
Levi’s Premium Red Tab Variations of Levi’s Red Specialty stores Bottoms: between $50 and
Tab products with changes Independent shops $100
to fabrics and finishes Original Levi’s stores
Levi’s Engineered Jeans Group of tops and bottoms Specialty stores Bottoms: between $50 and
that were engineered for Independent shops &80
special mobility Original Levi’s stores
Levi’s Red Tab The core of the Levi’s Departmental stores Bottoms: between $30 and
Levi’s Silver Tab brand incl. the classic 501 Chain stores $50
button-fly jeanas well as a Independent shops
series of models featuring Original Levi’s stores Bottoms:
slim, baggy, straight leg Between $25 and $50
fits
Other Levi’s product Incl. all other products as Departmental stores All price ranges depending
bags, belts, footwear etc. Independent shops on product category
Original Levi’s stores
Strategies
Ø In 2002, Levi’s brand was rated
as the No. 1 brand for brand
awareness and brand retention
Ø Brand image
Strategies (contd.)
Levi’s ads stress the “youthfulness "of their
brand jeans
- Television advertisements are more innovative and
target younger crowds
•
Thank You!