ACKNOWLEDGEMENTSACKNOWLEDGEMENTS
Primarily thanking ALLAH Almighty for giving us such a bright opportunity to learnand polish our extravagant abilities.
Executive Summary
Levi Strauss and Co. is a privately held company owned by the family of its founder,LeviStrauss. The company was created about 130 years ago and currently is one of theleading apparel companies in the world. The company produces and sells a range of men's,women's and children's jeans and casual wear including cotton and cotton blend casual anddress casual pants, tops and seasonal pants and shirts, denim jackets, accessories, andfootwear.1 The company has three major brands Levi¶s, Dockers, and Levi Strauss Signature.Even though Levi¶s brand image is very strong, it cannot maintain its brand image anymoreas a result of missed fashion trends. Levi has to come up with new strategies to overcome itscompetitors that have brought new fashion trends and low price products to the apparelindustry. Its competitors including VFC corporation, Gap, Abercrombie & Fitch, and TommyHilfiger have also gained strong brand images by producing their products at low cost andcontinue to gain perceived value in the industry. The apparel industry is considered a matureindustry with numerous competitors. The competitors offer similar products and services that
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