LEVI’S STRAUSS & CO.Ltd.
is how Levi’s has maintained its equity worldwide. A mix of standardization &localization in Levi’s products has enabled the company to become a renownedbrand worldwide.
2.1. LEVI STRAUSS & CO.: A BRIEF HISTORY:
Levi Strauss & Co.
) is a privately held clothing company known worldwide for its
brand of denim jeans. It was founded in 1853 when Levi Strauss came fromButtenheim, Franconia, (Kingdom of Bavaria) to San Francisco, California to open awest coast branch of his brothers' New
York dry goods business. Although thecompany began producing denim overalls in the 1870s, modern jeans were notproduced until the 1920s. The company briefly experimented (in the 1970s) withemployee ownership and a public stock listing, but remains owned and controlledby descendants and relatives of Levi Strauss' four nephews.Modern jeans began to appear in the 1920s, but sales were largely confined tothe working people of the western United States, such as cowboys, lumberjacks,and railroad workers. Levi’s jeans apparently were first introduced to the Eastduring the craze of the 1930’s, when vacationing Easterners returned home withtales (and usually examples) of the hard-wearing pants with rivets. Another boostcame in World War II, when blue jeans were declared an essential commodity andwere sold only to people engaged in defense work. From a company with fifteensalespeople, two plants, and almost no business east of the Mississippi in 1946,the organization grew in thirty years to include a sales force of more than 22,000,with 50 plants and offices in 35 countries.In the 1950s and 1960s, Levi's jeans became popular among a wide range of youth subcultures. Levi's popular shrink-to-fit 501s were sold in a unique sizingarrangement; the indicated size was related to the size of the jeans prior toshrinking, and the shrinkage was substantial. The company still produces theseUN shrunk, uniquely sized jeans, and they still sell very well although popularremains the original design.
2.2. THE LEVI’S BRAND: BRAND FACTSHEET: