Travis HogueEric Johnson

Brian Pavlukovich

Started Levi Strauss in 1873 in San Francisco

1873 patented a more durable pair of blue jeans

1936 added the red tab to the pocket to identify

Popularized blue jeans They are the worlds largest brand-name

apparel manufacturer Own the Dockers brand

Wall Street Journal Joining the premium denim market Late entry in the market due to:

Crushing debt Restructuring of operations Discontinuation of product lines

Results: Missed out on the designer jeans craze in early

2000s Survived the recession Aggressive retail expansion Marketing of new premium line

Two new brands: Made and Crafted

Better fabrics and fit Appealing to affluent

consumers Levi’s Vintage

Clothing Reproductions of

classic items from the brand’s history

Aggressive Retail Expansion Opened 154 new

stores in 2009 Distribution

Boutique stores London’s Regent

Street High end retailers

Saks Fifth Avenue Barneys New York

International Standardization of

501 jeans Global Campaign

Retail Management Store Positioning Brand Image Retail Life Cycle

Levi’s in maturity stage

Resource Advantage Theory Value for the money

What we think of the article Norms

What do you think of Levis expansion, has anyone noticed more stores?

Would you ever buy a $199 pair of Levis Jeans?

Did you know that executives from Ralph Lauren helped design these jeans?

Would you buy them now?

Lynn Downey, “Levi Strauss: a short biography” 2008 http://online.wsj.com/article/

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