Presented by: Mussanis Raza 05-NTU-135 Textile Chemistry Department

Levi Strauss & Co. (LS&CO) is a privately held clothing company known worldwide for its Levi's brand of denim jeans

History of Company:
• . It was found when Levi Strauss came from Kingdom of Bavaria to San Francisco, California to open a west coast branch of his brothers' New York dry goods business. Although the company began producing denim overalls in the 1870s, modern jeans were not produced until the 1920s.

Jacob Davis & Levi Strauss
He gave idea of Copper Rivets to reinforce the points of strain in pants. Levi Strauss sold his first jeans to gold miners during the California Gold Rush.

Sales were largely confined to the working people of the western United States, such as cowboys, lumberjacks, and railroad workers.

World War 2 effect:
Blue jeans were declared an essential commodity and were sold only to people engaged in defense work. From a company with fifteen salespeople, two plants, the organization grew in thirty years to include a sales force of more than 22,000, with 50 plants and offices in 35 countries.

1950s and 1960s…
• Levi's jeans became popular among a wide range of youth subcultures, including rockers and hippies. • The company still produces these unshrunk, uniquely sized jeans, and they still sell very well.

The brand was facing competition from other brands and cheaper products from overseas. The company took on multi-billion dollar debt in February 1996 to help finance a series of leveraged stock buyouts among family members.

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.

Marketing Strategies…
Levi's marketing style has often made use of old recordings of popular music in television commercials, ranging from traditional pop to punk rock. Notable examples include the use of songs by Ben E King ("Stand By Me"), Percy Sledge ("When A Man Loves A Woman"), Eddie Cochran ("C'mon Everybody!"), Marc Bolan ("20th Century Boy"), Screamin' Jay Hawkins ("Heart Attack & Vine"), The Clash ("Should I Stay or Should I Go?").

Top 5 Denim Brands…
• • • • • Levis Wrangler Diesel Mustang Arizona

Levis in Pakistan
• • • • • • • • Lahore Karachi Islamabad Faisalabad Gujranwala Multan Hyderabad Sialkot


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