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!