Brand

Audit

LEVI'S STRAUSS & CO. LIMITED

BRAND INVENTORY
LEVI STRAUSS & CO. LIMITED

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(LSE),
based in Brussels; and Levi Strauss Asia Pacific, Middle East and Africa(LSAMA), based in
Singapore. The company employs a staff of approximately 16,000 people worldwide.
The Levi's brand epitomizes classic American style. Since the invention by Levi Strauss in 1873,
Levi's jeans have captured the imagination and loyalty of people for generations. Levis has a
great selection of Levi's for men, women, juniors, boys and girls. From the classic 501 to the
slim straight 513, Levis have the newest skinny, straight and bootcut styles youre looking for in
a variety of washes.
Levi's skinny jeans lift and lengthen for a flattering fit, waist to ankle. Find head-to-toe looks
with a range of capris, mens shorts, tees, denim jackets, belts and Levi's shoes. With classic and
modern cuts, including slim fit and relaxed fit jeans, Levi's men's jeans have evolved when it
comes to style, comfort and durability.
The Levi's brand embodies a pioneering spirit, and Levi's has always been driven to innovate.
Levi's jeans have been worn by everyone from all walks of life over the years. The company has
a common thread with a common promise: to provide quality clothing for men and women.
OWNERSHIP
Levi's have mechanisms in place intended to ensure family ownership. Levi Strauss & Co. is
privately held by the descendants of the family of Levi Strauss. Shares of company stock are not
publicly traded. Shares of Levi Strauss K.K., the companys Japanese affiliate, are publicly
traded in Japan.In an age of public ownership and Wall Street capitalization, the firm remains a
family business owned and managed by Strauss descendants. The family has maintained Levis
philanthropic practices.

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LEVI'S STRAUSS & CO. LIMITED

BRAND AUDIT
Brand audit is concerned with the behavioral & psychological nature of brand equity, not the
financial dimension, and it will be discussed in terms of the strength of a brands equity and its
nature. In the management of a brand, the building, strengthening, and nurturing of its equity will
lead to a more positive contribution to market value for the company. But from a strategic brand
management standpoint, one is concerned with measures that will help better manage that equity. If
successful, the financial value of a brand name will take care of itself.
The real benefit of conducting a brand audit is that it helps provide a look at the current state of
knowledge about a brands equity as well as providing a fresh understanding of the brand. It
will also provide a better understanding of what role advertising and other marketing
communication has played and can play in maintaining a brand.

LEVI STRAUSS & CO. LIMITED: Levis Strauss. It is one of the premium players in
the apparel segment operating, globally. The point which is intriguing to a researcher is
how Levis has maintained its equity worldwide. A mix of standardization & localization
in Levis products has enabled the company to become a renowned brand worldwide.

Objective
The reason for this brand review is to assess the organization's strength, incorporating its
image value. This report is in charge of assessing the Levis brands and contrasting how
the organization is getting along in respect to different brands in its industry and to offer
proposals for development or potential outcomes at brand expansion and focusing on
customer knowledge, taste and preference and also customer based brand equity.

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Brand Audit

LEVI'S STRAUSS & CO. LIMITED

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Brand Audit

LEVI'S STRAUSS & CO. LIMITED

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Brand Audit

LEVI'S STRAUSS & CO. LIMITED

DESIGN ELEMENTS OF LEVIS LOGO

The famous red tab logo of Levis, which remains of the most recognizable logos ever created,
was introduced 63 years after Levis blue jeans was officially patented in 1873. The famous red
tab was unveiled in 1936.The highly legible and memorable Levis logo has been proved one of
the most result-oriented logos in design history.Levis red tab logo is a sheer display of brands
distinctiveness and iconic reputation. It conforms to the theme of individuality and fun by
showcasing the brands uniqueness. The red color in the Levis logo symbolizes energy,
determination and passion, while highlighting the brands youthful attributes of power,
explosiveness, rebellion and endurance.

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LEVI'S STRAUSS & CO. LIMITED

Brand Position

Levi's to continue 'Go Forth' positioning with 'Ready to Work' effort, Levis launched Go Forth, a
new voice and campaign for the Levis brand and Levis 501 jeans. The campaign is inspired by the
passion Walt Whitman felt for the potential of America and promise of the future. Films were created to
demonstrate Levis awareness and relevance in the world through America and Pioneers! Outdoor
and printed material evoked the spirit of the new pioneertodays progressiveby featuring such
optimistic statements as Will work for better times, All I need is all I got, and Tough as your
spirit. Combined with a digital re-editing of the Declaration of Independence and a call for young
pioneers to create a new portrait of America online, the Go Forth campaign infused new energy into an
authentic and beloved brand that had been somewhat quiet for too long.
Levis position the brand consistently as premium, but how that is defined differs across countries. So
what is premium in USA may not be premium in Europe. Relative to Europe Levis are less premium in
the U.S., because the price bands change. Levis is the Number One mens and womens jeans brand in
110 countries, so Levis challenge is to make sure that the brand remains relevant locally and leverages
local platforms.

Position Matrix
BRAND

TARGET
GROUP

Levis

13 to 30, Urban,
Lifestyle, Trend

BENEFIT

REASON WHY

BRAND
CHARACTER

Style,
Comfort,
Quality

Authentic,
Innovative,
Reliable

Original,
High quality

Fashionable,
Value for money

Young,
Vibrant

Spykar

16 to 30

Style, Trendy,
Quality

Pepe Jeans

16 to 25

Style, Quality

Very
trendy,
Great comfort

International,
Hip

Wrangler

12 to 30

Fit, Stitch

Trendy, Value for

money

Rugged,
Very reliable

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LEVI'S STRAUSS & CO. LIMITED

Position Approach

Your Levis, Your Style

Comfort, Fit and Style
We Invented Blue Jeans
Innovative and trendy
Classic yet modern

Target Audience
The company makes clothes for men, women, children & teens. So everyone is a potential customer for
LEVIS. LEVIS generally appeals to more mature generations not necessarily looking to make fashion
statement. LEVIS makes an effort to appeal to allcustomers in one way or another, which has been a
key to their success over the years. Assuming that the world population is growing LEVIS can infer
that the market for jeans is also growing.

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LEVI'S STRAUSS & CO. LIMITED

Brand Portfolio
Levi Strauss & Co. brands are among the most celebrated names in the history of apparel. They
are recognized for their quality, originality and integrity.

Levis
The Levis brand epitomizes classic American style and effortless cool. Since the invention
and patent of riveted clothing by Jacob Davis and company founder Levi Strauss in 1873,
Levis jeans have become the most recognizable and imitated clothing in the world
capturing the imagination and loyalty of people for generations. And while the patent has long
since expired, the Levis brand portfolio continues to evolve through a relentless pioneering
and innovative spirit that is unparalleled in the apparel industry.
Dockers
The Dockers Brand has defined authentic khaki for 25 years. Since its introduction in 1986, the
Dockers brand has been perfecting khakis and the essential goods to go with them for
men and women all over the world. No compromises in quality. Just versatile, essential
style.Levisstrauss& co. have taken an enduring, admired brand and made it stronger. More
styles. New fits. Bold colors. Levis strauss& co. have taken the category and reinvented it for
today.
Signature
In 2003, Levisstrauss& co. launched the Signature by Levi Strauss & Co. brand, giving the
value-conscious consumer access to high-quality, affordable and fashionable jeans and casual
wear from a trusted company and name. The collection includes a variety of products for men,
women and children, designed with the high quality construction and craftsmanship that makes
Levi Strauss & Co. famous. Each pair of jeans is carefully detailed with vintage-inspired finishes
and reinforced with triangle stitching and metal rivets for long-lasting style.

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LEVI'S STRAUSS & CO. LIMITED

denizen
Since 1873, Levi Strauss & Co. has been outfitting the world in denim. In the summer of 2011,
the dENiZEN brand launched in the United States, providing great-fitting, great-looking, wellmade jeans exclusively to Target shoppers in stores and on Target.com. With premium fabrics
and finishes and a variety of fits for the entire family, the dENiZEN brand offers the quality
craftsmanship and authentic style that has made Levi Strauss & Co. world-famous for
generations. dENiZEN jeans are the perfect fit for todays active families, offering the perfect
balance of style and value.

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LEVI'S STRAUSS & CO. LIMITED

It is very important to realize the brand portfolio & product portfolio of the company, as it is very
important in defining the purview of the audit report. Table 2.0 describes the levistrauss partial
product & brand portfolio grid.

Levi-Strauss partial product & brand portfolio grid

B

R
A
N
D
P
O
R
T
F
O
L
I
O

PRODUCT PORTFOLIO
DENIM PANTS

NON-DENIM PANTS SHIRTS

Levis

Dockers

Levis 501

Levis Strauss
Signature
Levis Engineered
Jeans
Other

JACKETS

OTHER

Dockers

Levis Strauss
Signature
Levis Strauss

Signature

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LEVI'S STRAUSS & CO. LIMITED

Brand Attributes
Levis jeans are known for their high quality and long-lasting products. One of the distinctive
characteristics of Levis is they are made of a stain resistant material. Another specific attribute
is Levis Eco brand jeans, which are made of all recycled materials. In 1873 Levi Strauss and
Jacob Davis received a patent on the copper rivets that Levis still uses to make the jeans durable
and long lasting Their 501 Series jeans are the best selling and most popular type of jeans that
Levis makes. The jeans can be worn in almost every day-to-day situation. They are great work
pants that provide the protection needed in tough situations, but they are also stylish enough to
wear in social situations. There are 117 different types of mens jeans and 123 womens jeans
targeted towards people of all ages
PRODUCT ATTRIBUTES
Products are usually considered to be the No.1 factor contributing towards building
goodwill of a firm. A product should be unique, durable, reliable, comfortable and
economical. Following are some of the basic attributes of LS& CO.S products

Size
Color

Features
Design
Varity

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LEVI'S STRAUSS & CO. LIMITED

VARIETY
Levis products today are perceived by many as a symbol of youth, freedom, confidence,
individualism, independence & comfort. LS & CO. provides a wide variety of products
including:JEANS, Shirts, Cotton Pants, Accessories:Belt, Sunglasses, Wallets, Lady Bag, Jacket,
Shoes

Features:
Features are competitive tools that differentiate the companys products from its competitors
products. Following are some of the main and distinctive features of Levis products.

Comfort
Levis jeans and other products are comfortable enough to be worn even at the times of protest,
war, Cultural Revolution, relative peace and pure fun.

Durability
The two figures on the patch of Levis jeans with whips in hand pulling in opposite directions, yet
the jeans remain intact symbolize the strength and durability of the Patent riveted clothing.

Style
Clothing means more than just fabric, thread and rivets. To clothe oneself means to put
on something that symbolizes who you are. Levis jeans are available in different styles for men
and women.

PLACE
LEVI STRAUSS & CO. Ltd:Successful value creation needs successful value delivery.
Holistic marketers are increasingly taking a value network view of their businesses. Instead of
limiting their focus to their immediate suppliers, distributors, and consumers, they are examining
the whole supply chain that links raw materials, components, and manufactured goods and shows
how they move toward the final consumers. LEVIS looks at customer segments and considers a
wide range of different possible means to sell, distribute, and service their offerings.

RETAIL OUTLETS: Marketing channels are sets of independent organizations involved in

the process of making a product or service available for use or consumption.
LEVIS STRAUSS, one of the most respected apparel/clothing companies of the world, has
opened around 500 outlets at prime locations in India. (Source: Levis retail outlet,
Bhubaneswar). Aesthetically designed, the LEVIS store offers wardrobe solutions to the
INDEPENDENT MAN through popular brands like LEVIS RED, LEVIS RED TAB,
LEVIS SIGNATURE, & DOCKERS.

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LEVI'S STRAUSS & CO. LIMITED

DISTRIBUTION OBJECTIVES: LEVI STRAUSS & CO. Ltd:

LEVIS follows the following as its distribution objectives:
- To equalize the demand & supply of products at all places.
- To provide desired products at proper place.
- To fulfil the requirements of every locality according to the taste of the people.
- To increase the brand equity by reaching every corner of the world.
LEVIS strategy for choosing channels is according to the product, mostly LEVIS is limited to
its wholesalers, because the unit value is high & cost related issues occur.
LEVIS is using selective but intensive distribution level for the distribution of its products.
Levis has also established a click and mortar strategy. Indeed the brand is available in stores,
and on the Internet. Levis clothing is sold in more than 110 countries. The brand owns more
than 500 stores in the whole world. Levis products are sold in their own stores, and in multibrands stores.
The Levis stores use the codes of the brand. Design is contemporary, raw and industrials.
Materials used are wood, aluminum and so on. Colors used are warm. Rooms are large. Finally,
it allows creating a warm and cozy atmosphere.
Moreover, Levis opened in many countries several concept stores, as for instance in Tokyo.
This concept store was created around the heritage and the values of the brand. The store is
designed with raw materials. As the flagship, the store looks like vintage, industrial and cozy at
the same time.

ANALYSIS OF THE DISTRIBUTION MODEL: Distribution model of LEVIS in

India varies by the number of layers in the channel, the intermediaries used, and the number of
channel partners. LEVIS makes a trade-off between the degree of control and the reach. The
goal is to find a balanced mix of approaches that confers a unique advantage depending on the
sophistication of the market. The figure depicts the distribution model of LEVIS in India.
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LEVI'S STRAUSS & CO. LIMITED

Distribution Model: LEVI STRAUSS & CO. Ltd

Wholesaler
Model

Distributor
Model

Organized Model

LEVIS plans to have more than one distribution model for different segments or regions. It uses
a distributer to serve small outlets but manages large ones directly through a small group at the
centre. It has also begun to open its own franchised retail shops to carry its own brand
exclusively.

PRICING:
PRICING OBJECTIVE: LEVIS (India)
Objective as far as price is concerned is sales oriented as LEVIS has penetration plans in India.
This can be supported by the following facts:
-15 exclusive stores every year to be opened in India
-Eyeing metro malls and state capitals
-To enhance capacity from existing 32 vendors across India
-Expand offerings at low price points of Rs 999-1099
LEVIS is accelerating its focus on low-priced street wear product initiative- LEVIS SYKES,
which is expected to drive overall volumes and also penetration in non-metro markets. The
concept of a low-priced street wear sub-brand Sykes is a India-only strategy for the denim MNC
Levi Strauss. Sykes aim: to tap the youth in the age group of 15-19 who have a preference for
fast fashion, fads, and experimentation and higher receptivity to value for money proposition.

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LEVI'S STRAUSS & CO. LIMITED

LEVIS'JEANS'LINES'

LEVIS'RED'
LEVIS'VINTAGE'

$145'K'$220'

PREMIUM'SPECIAL'EDITION'

$48'K'$110'

LEVIS'BRAND'

Trend'Ini<ators'

Trend'Inuencers'

Early'Adopters'

LEVIS'TYPE'1'
PURE'BLUE'
ENGINEERED'JEANS'
SILVER'TAB'

LEVI'STRAUSS'
SIGNITURE'
BRAND'

$27'K'$30'

RED'TAB'

Tradi<onal'
Value'
Driven'

$35'K'$48'

$Under'$30'

LEVIS'STRAUSS'SIGNITURE'

PRICING STRATEGY: LEVIS STRAUSS:As Levis has different products ranges for different

segments the pricing strategy of LEVIS can be called as both penetrative as well as market

PRICING(STRATEGY(

growth pricing.

Compe&&ve(Advantage Consumers'(Expecta&on
Aordable

Aordable

Aordable

Low(to(Medium

Premium(collec&on

Wide(Price(Range

Wide(Price(range

Free(Altera&on

Frequent(Discount

Retail(Return(Free

Free(shipping

High(cost/performance

Free(Shipping(on($100+(order

Free(Return(Shipping(Fee

Online(Student(Discount(20%

Student(Discount

Frequent(Discount

Frequent(Discount

High(cost/performance

High(cost/performance

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Conclusion

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LEVI'S STRAUSS & CO. LIMITED

Communication Strategy
Levis have launched several events to promote their respective brands. For instance, in
1973, Levis launched the Levis Denim Art Contest and invited consumers to send photos of
their jeans and jackets decorated. A jury met to award the prize. In 1975, the winners were
touring American folk art museums. This example of event is a significant non-media
communication in order to involve customers and reinforce brand awareness.
To promote their brand, Levis have also launched several street marketing operations. In
2011, Levis deployed through the Red agency a promotional event around its Levis Curve ID
range. During April 2011, women of seven cities in France could take part in an animation of
street marketing called safari fit : they were invited to take their measurements in a special
cabin. Then, they could go to the store to try the Levis Curve ID adapted to their morphology. A
fashion designer issued them a sketch of their new silhouette. This was the second collaboration
of the brand with the Red agency, after the inauguration in 2009 of the Woman Levis Store of
Paris.
These events of Levis are just examples of the large number of non-media communication
operations they launched every year all over the world and are a part of their strategic brand
management.

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BRAND EXPLORATORY
Customer Knowledge:
Purchasers have the imagined idea that Levis produces quality-enduring items in all divisions;
they are willing to put their cash in the name tediously. The continuous trust and dependability of
the buyers permit the brand to stay alive which leads to repetitive purchase. Not just are shoppers
trusting of the Levis brand, they are optimisticabout the product. Specifically, the Levis
product makes a man or lady feel hot yet refined, confident and trendy, and in many cases high
social status. These are all nice sentiments that numerous individuals craving to feel. Aside from
that shoppers have a imagethat Levis is a brand that increases the value of their identity as it is
thought to be one of the premium brands in pieces of clothing and design industry.

The brand identity prism applies human traits to a brand to recognize what consumers
actually think of the brand.

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Customer Based Brand Equity Model (C.B.B.E)

Quality

Affordable

Good Value

Durable & Quality

Disparity with older

& Younger
Segment.





Durability
ell
Fits W

Serviceability
Pairs
Tough
Design &
Stylish
Style.
Rugged
















Durable Pair.

Leather Patches.

Denim

Best Jeans

Original

Authentic

Resonance

Judgments

Performance

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Attitudinal
Attachment
Sense of Community
Active Engagement.

Warmth
Security
Self-respect
Excitement
Social Approval
Status Freedom
Individuality
Strong & Favorable

Feelings

Masculine
Middle to upper
Class
Blue Collar
Young People
Rebellious

Imagery

Salience

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Brand Salience:
Achieving right brand identity involves creating right brand salience. It relates to the aspects of
consumer awareness/salience of the brand. It includes the place that is been occupied by brand in
the minds of the consumers.It stands for customers linkage with the name, logo, and symbol of
the brand.It includes the understanding of utility of brand for consumers and the category in
which it competes.

Durable pair of jeans that could withstand rugged lifestyle.

Two Horse Brand leather patches.

First company to bring the Denim in the market.

One of the best jeans maker company in the world.

Original, Authentic youthful, Sexy.

High Quality & Affordability.

Brand Performance:

Levi's For Jeans that fit well: Levi's jeans fits well to te customers wearing satisfaction &
delight them in its comfort level.

Durability: Levi's Jeans are long lasting by maintaining its quality.

Serviceability

A tough pair of jeans: Levi's jeans are very tough

Stylish design and rugged style are the some of its USPs.

Brand Imagery:

Masculine

Dual Imagery: Middle-to-Upper Class to Blue Collar.

Design and stitch for young people.

Rugged, rebellious Personality (Personality).

Affordable price, highly durable and reliable stuff.

Has honor of first jeans making company and been the first trademark apparel
company.(History and heritage)

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Brand judgments:

It focuses upon customer personal opinions and evaluations with regard to the brand. Brand
judgments involve how customers put together all the different kind of opinions. Judgments are
made on the basis of perceive quality, credibility, consideration and superiority.

Quality: Affordable, Good Value, Durable & Quality.

Credibility: Classic, Original, Traditional.

Consideration & Superiority: Disparity with older & younger Segments.

Brand feelings:
It is the customers emotional responses and reactions with the respect to the brand. Brand
feelings also relate to the social currency evoked by the brand. Feelings can be neutral, positive,
negative in nature. Some important brand building feelings for Levi's are:
Warmth, Security, Self-respect, Excitement, Social Approval, Status. Freedom, individuality, ,
adventurous streak, comfort and rebellious, Ruggedness, Strong & favorable,
Brand resonance:
It refers to the nature of the relationship that customers have with the brand and the extent to
which they feel that they are in in synch with the brand. It is characterize by the depth of
psychological bond that the customers have the brand.
Behavioral loyalty, Active engagement, Behavioral Loyalty, Attitudinal Attachment, Sense of
Community, Active Engagement.

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Sources of Brand Equity

Brand Associations

User Imagery

Product-Related
Blue Denim,
Shrink-to-bit,
Cotton Frabic,
Button-bly, &
small red
pocket tag.

Blue Collar,
Hard Working,
Traditional,
Strong,
Rugged &
Masculine

Usage Imagery

Appropriate for
Outdoor work &
Sasual Social
Situations

Functional
Honest, Classic,
Contemporary,
Approachable,
Independent &
Universal.

High Quality,
Long Lasting &
Durable.

Experiential

Comfortable
Fitting &
relaxing to wear

Feelings of self-
Conbidence &
Assurance

Brand
personality

Symbolic

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Brand Values &personalities

Values

Empathy: Walking in others people's shoes.

Originality: Being authentic & innovative.
Integrity: Doing the right things.
Courage: Standing up forwhat they believe.

Personality

Real: Rooted in who they are and put values into

action.

Adventurous: Seek adventure & encourage

explorations.

Motivated: Remain focused & delivered on our

promises.

ConWident: Freedom to be yourself

Committed to brand Image.
Levis is authenticand fiercely committed to maintaining and reinforcing that authenticity of
their products & brands.

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Threats to Brand Equity

Competitors

Saturation of the jeans market

Competition from products of the higher end of the market

Economic downturns in some countries

Fast changes in the consumer tastes

Local regulations on the advertisements in countries like India, china

Lack of protection of property rights

Increase in the local competition

Mass merchandiser private labels (i.e. Faded Glory) are becoming more popular due
to cheaper prices

Popular mass merchandiser private labels are taking more shelf space

Currency exchange rates are unstable

New companies filled the void created because Levis and others lacked innovation

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Purchase Consideration

Points Of Parity (P.O.P)

Points of difference (P.OD)

Jeans Manufacturer

Pioneer in Blue Jeans

Middle - Range Price Positioning

Quality & Strength of the Products

Efficient Distribution Channel

Authenticity of the Brand

Very Strong Brand Awareness

Rugged Style

High Durability

High Quality Leather Patches

One of the Oldest Jeans Brand

Others:
Influx of New Competitors in the denim market.
Rise of non-demin pants options (Leggings, Chinos, etc.)
Both Blue Bell & VF Corp's Jeans are gaining market Share.

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Recommendation
The following recommendations will enable the Levis brand to achieve and sustain market
success. Recommendations include expanding the brands product portfolio and consumers
knowledge of the new products, incorporating celebrity endorsers to promote the products and
the brand, creation of a memorable jingle that will resonate with consumers as well as increased
participation in close-knit community events. Additionally, as the popularity of social
networking sites continues to grow, Levis will need to ensure its efforts across all social media
platforms are maintained continuously. Lastly, implementing a rewards program for consumers
to earn points towards future purchases will aid in consumer retention and help with product
consumption.
Anything that Levis can do to improve the lives of its consumers or make purchasing habits
easier should be at the forefront of all decision making. The overall goal of accomplishing the
aforementioned

recommendations

include

increasing

brand

awareness,

recognition,

memorability, and ultimately create a stronger brand image. It is also highly recommended that
the Levis brand maintain the highest level of integrity and customer retention when improving
its brand position in the marketplace.

CONCLUSION

Levis had a long journey to reach on today what it is& and the product, brand portfolio of the
brand. The pricing strategies are wide to cover more market share & recent developments in the
pricing strategies. Analysis of the distribution channel system of the brand, like from retailer is
what Levis do. Analysis of the marketing communication strategies adopted by Levis.
Analyzing the consumer preferences and tastes of the consumer from customer knowledge and
the entire brand building process. Analysis of the Customer based brand equity of the
brand.Comprehensive analysis of the threats from competitors.Analysis of a number of variables
while auditing a brand.
From the audit of Levis brand that to maintain sustainable brand equity Levis must keep a keen
eye on the change in the consumer tastes and preferences and well as the movement of the
competitors.

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[Accessed 29 September 2015].

Inside Levis Comeback Plans | Intelligence | BoF. 2015. Inside Levis Comeback Plans |
Intelligence
|
BoF.
[ONLINE]
Available
at:
http://www.businessoffashion.com/articles/intelligence/inside-levis-comeback-plans. [Accessed
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Careers - Levi Strauss. 2015. Careers - Levi Strauss. [ONLINE]

http://www.levistrauss.com/careers/#benefits. [Accessed 30 September 2015].

Our Story - Levi Strauss. 2015. Our Story - Levi Strauss. [ONLINE] Available at:
http://www.levistrauss.com/our-story/#levi-strauss. [Accessed 30 September 2015].

Who We Are - Levi Strauss. 2015. Who We Are - Levi Strauss. [ONLINE] Available at:
http://www.levistrauss.com/who-we-are/#message-from-the-ceo. [Accessed 30 September 2015].

Levi's Jeans Guide - What Do All The Numbers Mean?. 2015. Levi's Jeans Guide - What Do All
The Numbers Mean?. [ONLINE] Available at: http://www.bragvintage.co.uk/blog/the-levisjeans-guide/. [Accessed 02 October 2015].

DENIZEN. 2015. DENIZEN. [ONLINE] Available at: http://www.denizen.com. [Accessed 01

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