Introduction

Founded in 1853 by Bavarian immigrant Levi Strauss, Levi Strauss& Co. (LS&CO.) is one of the world's largest brand-name apparel marketers with sales in more than 100 countries. There is no other company with a comparable global presence in the jeans and casual pants markets. Their market-leading apparel products are sold under the Levi's, Dockers and Levi Strauss Signature brands. In 1873, Levi Strauss and Nevada tailor Jacob Davis pat ended the process of putting rivets in pants for strength, and the worlds first jeans Levi's jeans were born. Today, the Levis trademark is one of the most recognized in the world and is registered in more than 160 countries. Descendants of the family of Levi Strauss privately hold the company. Shares of company stock are not publicly traded. Shares of Levi Strauss Japan K.K., the company's Japanese affiliate, are publicly traded in Japan. (For additional financial information, visit our "News and Financial section).The company employs a staff of approximately 12,400people worldwide, including

approximately 1,500 people at its SanFrancisco, California headquarters. Levi Strauss & Co. is a worldwide corporation organized into three geographic divisions: Levi Strauss, the Americas (LSA), based in the San Francisco headquarters Levi Strauss Europe, Middle East, and Africa (LSEMA), based in Brussels Asia Pacific Division (APD), based in Singapore.

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[5] 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 casual wear. In November 2007, Levi's released a mobile phone in co-operation with ModeLabs. 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.

Brands
The products of Levi Strauss & Co are sold under three brands: 1. Levi's

Since their invention in 1873, Levi's jeans have become one of the most successful and widely recognized brands in the history of the apparel industry 2. Dockers

Dockers brand, which pioneered the movement toward business casual, has led the U.S.khaki category since the brand's 1986 launch, and is now available in numerous countries. 3. Levi Strauss signature In 2003 the launch of the Levi Strauss Signature brand, giving value consumers highquality and fashionable clothing from a company from which the customer trust.

Values of Levi Strauss

Levi Strauss & Co. has four major core values. These are - Empathy -Originality -Integrity -Courage Levi Strauss & Co. says, Their corporate values -- empathy, originality, integrity and courage -- are the foundation of our company and corporate values -- empathy, originality, integrity and courage -- are the foundation of our company and define who we are. They underlie how they compete in the marketplace and how they behave. Define who they are. They underlie how they compete in the marketplace and how they behave.

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.

Target Market Strategy

Target market strategy adopted by Levis is basically on having long-term relations with their customers and to provide them with better product. Benefits of Segmentation: Levis has got customer oriented approach by segmentation. Company is promoting its products effectively within segments by print media as well as electronic media, e.g. Newspapers, Signboards, Television commercials, Internet, etc. Company is providing their customers with stylish better quality and different product keeping in view its cost.

Major Competitors
They are much proud to say with surety that their products completely satisfy their consumers. Thats why they dont face much competition in their business. But yet there are some competitors. Pepe Jeans Leeds (US Apparels) Gaap Jeans Cambridge Their 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.

SWOT Analysis
Strengths

Levis enjoys high brand equity. People all around the world recognize the brand name. Levis products are unique and innovative in the style. A lot of variety is offered by Levis ranging from sunglasses to skirts and shirts. The products are renowned and are considered as the most durable i.e. the long lasting products. Levis follows a high standard of quality

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Weakness

Levis products are considered as very expensive. Therefore a large percentage of people are reluctant to buy the products. As no discounts are present and products are sold at fixed prices many customers are lost. Levis does not provide any services like free delivery etc 23
Opportunities

Levis can do more well in the women section. This section is give less importance as compared to the men section. The kids section, which has been started from few years, should also be given proper attention to gain customers. Sales promotion can be increased by increasing the advertisements expenses so as to enjoy a large number of customers.
Threats

Likely entry of new competitors. Rising sales of substitute products. Slower market growth. Adverse government pressures.