Company Profile

Levi Strauss & Co. is a worldwide corporation organized into three geographic divisions: Levi Strauss Americas (LSA), based in the San Francisco headquarters; Levi Strauss Europe, Middle East and Africa (LSEMA), based in Brussels; and Asia Pacific Division (APD), based in Singapore. The company employs a staff of approximately 10,500 people worldwide. The core Levi's was founded in 1873 in San Francisco, specializing in riveted denim jeans and different lines of casual and street fashion. From the early 1960s through the mid-1970s, Levi Strauss experienced explosive growth in its business as the more casual look of the 1960s and 1970s ushered in the "blue jeans craze" and served as a catalyst for the brand. Levi's, under the leadership of Walter Haas Jr., Peter Haas, Ed Combs, and Mel Bacharach, expanded the firm's clothing line by adding new fashions and models, including stone-washed jeans through the acquisition of Great Western Garment Co.(GWG), a Canadian clothing manufacturer, and introducing Permanent Press trousers under the Starkest name. The company experienced rapid expansion of its manufacturing capacity from fewer than 16 plants to more than 63 plants in the United States from 1964 to 1974 and 25 overseas. Levi's' factory expansion was accomplished without a single unionized employee. The use of "pay for performance" manufacturing at the sewing machine operator level up. As a result, Levi's' plants were perhaps the highest performing, best organized and cleanest textile facilities of their time. Levi's even piped in air conditioning for the comfort of Levi's workers into its press plants, which were known in the industry to be notoriously hot.2004 saw a sharp decline of GWG in the face of global outsourcing, so the company was closed and the Edmonton manufacturing plant shut down.[4] The Dockers brand, launched in 1986 which is sold largely through department store chains, helped the company grow through the mid-1990s, as denim sales began to fade. Dockers were introduced into Europe in 1993. Levi Strauss attempted to sell the Dockers division in 2004 to relieve part of the company's $2 billion outstanding debt. Launched in 2003, Levi Strauss Signature features Jeanswear and casualwear. In November 2007, Levi's released a mobile phone in co-operation with Model abs. Many of the cosmetic attributes are customizable at the point of purchase. During the launch of Levi's Curve ID jeans, Levi launched a 5 week integrated marketing campaign.

Mission Statement
The mission of Levis Strauss & Co. is to sustain responsible commercial; success as a global marketing company of branded apparel. They must balance goals of superior profitability and return on investment, leadership market positions, and superior products and services. They will conduct our business ethically and demonstrate leader ship in satisfying our responsibilities to our communities and to society. Their work environment will be safe and productive and characterized by fair treatment, teamwork, open communications, personal accountability and opportunities for growth and development.

Aspiration statement
They want a company that make them proud of and committed to, where all employees have an opportunity to contribute, learn, grow and advanced based on merit, not politics or background. They want their people to feel respected, treated fairly, listened to and involved. Above all, they want satisfaction from accomplishments and friendships, balanced personal and professional lives, and to have fun in our endeavors.

Vision statement
When LS & Co. describe the future of Levi they are talking about a building on the foundation they have inherited: affirming best of their Companys tradition, closing gaps that may exist between principles and practices and updating some of their values to reflect contemporary.

Product Portfolio

Competitors
Levis products completely satisfy consumers, thats why company dont face much Competition in business. But yet there is some competitors e.g. Pepe Lee Wrangler Spykar Levis prices are not influenced by the competitors. Such a stuff, design and fashion which dont have the enough sales are recall back to the Company. Again company issues this stuff to their own outlets for sale at discount prices.

Levi Strauss & Co. Announces First-Quarter 2011 Financial Results

SAN FRANCISCO (April 12, 2011) Levi Strauss & Co. (LS&Co.) today announced financial results for the first quarter ended February 27, 2011 and filed its first quarter 2011 results on Form 10-Q with the Securities and Exchange Commission. Highlights include: Three Months Ended ($ millions) Net revenues Net income February 27, 2011 $1,121 $41 February 28, 2010 $1,035 $56 % Increase As Reported 8% (28)%

Regional Overview Regional net revenues for the quarter were as follows: % Increase (Decrease) February 28, 2010 $545 $306 $184

Net Revenues($ millions)

February 27, 2011

As Reported

Constant Currency

Americas Europe Asia Pacific

$592 $312 $217

9% 2%

8% 6%

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