(1) Introduction
(a) History (b) Company s profile

(c) Objective (2) (3) (4) (5) (6) (7) (8) Manufacturing & Production Application form for Levi-Strauss Franchisee Brands Advertisement & Sales Promotion SWOT Analysis Conclusion Biblography

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, and owns and develops a few brands. Levi's, the main brand, was founded in 1873 in San Francisco, specializing in riveteddenim 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 Jay Walter Haas Sr., Peter Haas Sr., Paul Glasco and George P. Simpkins Sr., 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. GWG was responsible for the introduction of the modern "stone washing" technique, still in use by Levi Strauss. Mr. Simpkins is credited with the company's record paced expansion of its manufacturing capacity from fewer than 16 plants to more than 63 plants in the United States from 1964 through 1974. Perhaps most impressive, however, was Levi's expansion under Simpkins was accomplished without a single unionized employee as a result of Levi's' and the Haas families' strong stance on human rights and Simpkins' 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 massive amounts of 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.The Dockers brand, launched in 1986[4] 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 ModeLabs. Many of the phone's cosmetic attributes are customisable at the point of purchase.

The Levi Strauss company is The Levi Strauss company is experiencing losses and is experiencing losses and is continuing to under continuing to under-perform in perform in the denim jean market. the denim jean market. The firm faces the general The firm faces the general problem of a dominant firm losing problem of a dominant firm losing market share when more firms market share when more firms enter the market. The innovation of the rivets in the jeans differentiated Levi differentiated Levi¶s jeans from others jeans from others because of its increased durability. because of its increased durability. Over the years, Levi Over the years, Levi¶s jeans have become s jeans have become more popular, initially due to its durability. more popular, initially due to its durability. Jean products expanded, targeting different Jean products expanded, targeting different consumers. Levi Strauss & Co. eventually captures most of the denim jean market, becomes most of the denim jean market, becomes the largest manufacturer of jeans, and the largest manufacturer of jeans, and profits reach $1 billion by 1974.

Levi Strauss was born in Buttenheim, in the Franconian region of Bavaria, Germany, to a Jewish family, the son of Hirsch Strauss and his wife Rebecca (Haass) Strauss. At the age of 18, Strauss, his mother and two sisters sailed for the United States to join his brothers Jonas and Louis, who had begun a wholesale dry goods business in New York City called J. Strauss Brother & Co.

Business career
The family decided to open a West Coast branch of the family dry goods business in San Francisco, which was the commercial hub of the California Gold Rush. Levi was chosen to represent the family, and after becoming an American citizen in January of 1853, he then caught another steamship for San Francisco, arriving in early March 1853. Strauss opened his dry goods wholesale business as Levi Strauss & Co. and imported fine dry goods²clothing, bedding, combs, purses, handkerchiefs²from his brothers in New York. He sold the goods to the small general stores and men's mercantiles of California and the West. Around 1856 Levi's sister Fanny, her husband David Stern and their infant son Jacob moved from New York to San Francisco to join the business.

Levi's Jeans
In late 1872 Jacob Davis, a Reno, Nevada tailor, started making men's work pants with metal points of strain for greater strength. He wanted to patent the process but needed a business helper, so he turned to Levi Strauss, from whom he purchased some of his fabric.[2] On May 20, 1873, Strauss and Davis received United States patent for using copper rivets to strengthen the pockets of denim work pants. Levi Strauss & Co. began manufacturing the famous Levi's brand of jeans, using fabric from the Amoskeag Manufacturing Company in Manchester, New Hampshire. In the second half of the twentieth century, Levi's jeans became a symbol of youth culture, being worn by revolutionaries and rock stars. They were famously photographed being worn by many of the young people who helped to dismantle the first bricks when the Berlin Wall was brought down in 1989
The "Arcuate", the double arch stitching on the back pocket, is a Levi's trademark, which the company has repeatedly defended in court. During the World War II it was deemed by the US Government to be decorative only, so the Arcuate was hand-painted onto the pockets. By 1977, Levi Strauss & Co. is the world¶¶s largest jean s largest jean manufacturer. Department stores and boutiques sell Levi Department stores and boutiques sell Levi¶¶s product are additional channels of distribution for the and are additional channels of distribution for the company. Levi¶s provides a wide range of products that target different market segments, capturing demands.different market segments, capturing demands. After the release of the 501 product line, Levi After the release of the 501 product line, Levi¶¶s enjoys worldwide market

dominance in the denim jean market. worldwide market dominance in the denim jean market. Levi Strauss & Co. maintains it Levi Strauss & Co. maintains it¶¶s image as an American Icon and the originator of American jeans. Other marketing strategies, like the position of the product, created market increased differentiation, contributing to the companies market power. In 1930s, the company survived the Great Depression due to increased interest in Western culture. Jeans were positioned as being worn by ³cowboys.Levi¶s jeans were issued to employees in the defense industry (including veterans) during World War II.Post World War II, veterans that went to college wore Levi¶s jeans on campuses, increasing popularity..WWII veterans were regarded as heroes.Jeans were shown to be suitable for casual wear, rather than work.During the Baby Boom era, Levi¶s targets younger consumers and positions product as ³cool´ Early movie stars wore Levi¶s jeans. An example of celebrity endorsement Consumer demand shifts from durability of jeans to fashion of jeans.Culturally, jeans became symbol of youth and rebellion In 1960s, student protesters wore jeans as a uniform In 1970s, company sells bellbottom jeans The firm positioned its products with changing times and changing demands, keeping existing customers and capturing new markets. Increases in sales ultimately increased profits

Levi's jeans became popular among a wide range of youth subcultures. but sales were largely confined to the working people of the western United States. 1873. such as on the pocket corners and at the base of the button fly. including greasers. the organization grew in thirty years to include a sales force of more than 22. when blue jeans were declared an essential commodity and were sold only to people engaged in defense work. Modern jeans began to appear in the 1920s. so he wrote to Strauss suggesting that they go into business together. Another boost came in World War II.S. such as cowboys. He next moved the location to 62 Sacramento Street then 63 & 65 Sacramento Street. rockers. lumberjacks. By changing the location of the store the company began to become more successful. Patent 139. he had an idea to use copper rivets to reinforce the points of strain. Although popular lore (abetted by company marketing) holds that the original design remains unaltered.121 from the United States Patent and Trademark Office. on May 20. with 50 plants and offices in 35 countries. The company still produces these unshrunk. Levi's popular shrink-to-fit 501s were sold in a unique sizing arrangement. In the 1950s and 1960s. the indicated size referred to the size of the jeans prior to shrinking. The patented rivet was later incorporated into the company's jean design and advertisements. and railroad workers. hippies and skinheads. and almost no business east of the Mississippi in 1946. uniquely sized jeans. when vacationing Easterners returned home with tales (and usually examples) of the hard-wearing pants with rivets.History Jacob Davis was a tailor who frequently purchased bolts of cloth made from hemp from Levi Strauss & Co. and they are still Levi's number one selling product.'s wholesale house. From a company with fifteen salespeople. the manufacturing of denim overalls only began in the 1870s. mods. Levi Strauss started the business at the 90 Sacramento Street address in San Francisco. two plants. the two men received U. After one of Davis' customers kept purchasing cloth to reinforce torn pants. Levi¶s jeans apparently were first introduced to the East during the dude ranch craze of the 1930s. After Levi accepted Jacob's offer. Contrary to an advertising campaign suggesting that Levi Strauss sold his first jeans to gold miners during the California Gold Rush(which peaked in 1849). and the shrinkage was substantial. Davis did not have the required money to purchase a patent. this is not the case: the company's president got too close to a .000.

commonwealth. Levi Strauss faced a scandal involving six subsidiary factories on the Northern Mariana Islands. which is depicted in old advertisements.S. Cited for sub-minimum wages. the brand was facing competition from other brands and cheaper products from overseas. Levi Strauss' Marianas . and the rivet at the bottom of the crotch conducted the fire's heat too well. In 1991. poor living conditions and other indignities. Tan Holdings Corporation. Levi's jeans are made overseas. 1990s and later By the 1990s. a U. Today. was removed. where some 3% of Levi's jeans sold annually with the Made in the USAlabel were shown to have been made by Chinese laborers under what the United States Department of Labor called "slavelike" conditions. and began accelerating the pace of its US factory closures and its use of offshore subcontracting agreements. seven-day work weeks with 12-hour shifts. the offending rivet.campfire.

the firm is today owned almost entirely by indirect descendants and relatives of Levi Strauss. Levi Strauss leads the apparel industry in trademark infringement cases. India and Japan. Canada. Zegna.and late-1990s. The corporation's bonds are traded publicly. In 2002. companies. saw their jobs exported to Costa Rica.150 seamstresses. the company failed to make cash flow targets. the company offered to pay its workers an unusual dividend of up to $750 million in six years' time. Fuerza Unida picketed the Levi Strauss headquarters in San Francisco and staged hunger strikes and sit-ins in protest of the company's labor policies. 1873. Levi Strauss began a close business collaboration with WalMart. among other The company was founded by Levi Strauss in 1853 primarily selling wholesale dry goods. Most cases center on the alleged imitation of Levi's back pocket double arc stitching pattern (U. filing nearly 100 lawsuits against competitors since 2001.usion . trademark #1. which Levi filed for trademark in 1978. In June 1996. Levi's has sued Guess?. Esprit Holdings. some of whom had worked for Levi Strauss for decades. The activist group Fuerza Unida (United Force) was formed following the January 1990 closure of a plant in San Antonio. However.K. then severed ties to the Tan family and instituted labor reforms and inspection practices in its offshore facilities. Texas. Levi Strauss claimed no knowledge of the offenses. in which 1. labor history.subcontractor. distributing more than $9 million in restitution to some 1. California. having halted an employee stock plan at the time of the internal family buyout.200 employees. producing a special line of "Signature" jeans and other clothes for exclusive sale in Wal-Mart stores until 2006. Levi Strauss Japan K. Levi Strauss Signature jeans can now be purchased at several stores in the US. as are shares of the company's Japanese affiliate. The company was founded in San Francisco.254).Davis and Strauss purchased the patent of the idea of using copper rivets in clothing on May 20. Zumiez and Lucky Brand Jeans. whose four nephews inherited the San Francisco dry goods firm after their uncle's death in 1902.[12] During the mid. A tailor named Jacob Davis thought of an idea to use copper rivets to reinforce the points of strain on pants. paid what were then the largest fines in U. and no worker dividends were paid. According to the New York Times.S. The company took on multi-billion dollar debt in February 1996 to help finance a series of leveraged stock buyouts among family members.139. Shares in Levi Strauss stock are not publicly traded.S.

S. California.Company s Profile Type :- Private Industry:Founded :Founder(s):- Clothing 1853 Levi Strauss Headquarters :- San Francisco. U. .

BCG Matrix ³A strategy tool that guides resource allocation decisions on thebasis of market share and growth rate of SBU¶s.Horizontal Axis: The horizontal axis represents market share which is evaluated as low orhigh. Dockers. Vertical Axis: The vertical axis indicates anticipated market growth which is alsoevaluated as low or high. "Bob" Eckert. so managers can manage thiscollection or portfolio of businesses by using a corporate portfolio matrix. Website :- Levi Strauss Homepage LEVI¶S PORTFOLIO ANALYSIS Levi¶s corporate strategy involves a number of businesses. Anderson.Chairman of the Board John R.400 (2008)[1] Divisions:- Levi's. Presidentand CEO Products :Revenue :- Jeans US$ 4.Area served :Key people :- Worldwide Robert A.303 billion (2008)[1] Owner(s) :Employees :- Descendants of Levi Strauss 11.´ Boston Consulting Group introduced the idea of BCG matrix that an organization¶s businessescould be evaluated and plotted using a 2*2 matrix to identify which ones offered highpotential and which ones were a drain on organizational resources . Signature by Levi Strauss & Co. .

Actually we make a number of oppositions of this kind in which red is contrasted not only with green but also with other "colors. to green. luminosity is zero at either end of this spectrum and reaches a maximum in the middle . gets less.OBJECTIVE Claude Lévi-Strauss Oysters. green." What is this "Structuralism" all about? The general argument runs something like this. The color spectrum. we construct artificial things (artifacts of all kinds). through blue. notably to luminosity as between dark and light and to wave length as between long and short. it is treated as a danger sign-hot taps. debit entries in account books. as men. so that we are predisposed to think of the environment as consisting of vast numbers of separate things belonging to named classes.that is." notably white. This is a pattern which turns up in many other cultures besides our own and in these other cases there is often a quite explicit recognition that the "danger" of red derives from its "natural" association with blood. Our mental recognition of color is a response to variations in the quality of the light input. and Stilton Cheese Lévi-Strauss is distinguished among the intellectuals of his own country as the leading exponent of "Structuralism. Let me give a very simple example of what I mean. When we make paired oppositions of this kind. with traffic lights on both railways and roads. etc. when..1 It is a discrimination of the human brain which breaks up this continuum into segments so. Anyway." a word which has come to be used as if it denoted a whole new philosophy of life on the analogy of "Marxism" or "Existentialism. we imitate our apprehension of nature: the products of our culture are segmented and ordered in the same way as we suppose the products of nature to be segmented and ordered. or write histories of the past. yellow. that we feel that blue. red is consistently given the same value. red. blue. What we know about the external world we apprehend through our senses. or devise ceremonials. This ordering mechanism of the brain is such that anyone who is not color blind can readily be taught to feel that green is the "opposite" of red in the same way that black is the opposite of white. while temperature. which runs from violet. in our case. Smoked Salmon. stop signs on roads and railways. to red. live electric wires. is a continuum. in the yellow. Correspondingly. Wave length gets shorter as we move from infrared to ultraviolet. One very important feature of this ordering process is that we cut up the continua of space and time with which we are surrounded into segments. as measured on a thermometer. green means go . black. and because of this we find it appropriate to use red and green signals as if they corresponded to plus and minus. The phenomena we perceive have the characteristics we attribute to them because of the way our senses operate and the way the human brain is designed to order and interpret the stimuli which are fed into it. In our own culture we have in fact been taught to make this discrimination. are quite "different" colors. and yellow. and to think of the passage of time as consisting of sequences of separate events. to yellow. There is no natural point at which green changes to yellow or yellow to red.

so far as I am aware. with wave lengths respectively 512.prepare to change your state of movement. red. in the spectrum. if we want to devise a further signal with an intermediate meaning . the "reflectances" (luminosities) of the three standard artists colors Emerald Green. Chrome Yellow. yellow. These messages are again differentiated along two axes: (x) movement/no movement and (2) change/no change. and 6oo millimicrons. Traffic-Signal Color Triangle This particular example has not. However. 1 Physicists must forgive the archaic account of the relation between color and thermal a simplified imitation of a phenomenon of nature . the human brain is dissatisfied with the resulting discontinuity and searches for an intermediate position: not plus/not minus.about to stop / about to go . The essence of this whole argument may be exhibited in a diagram (Figure i) which represents two superimposed triangles. The corners of the second triangle are three instructions concerning movement: go .the color spectrum . which are differentiated along two axes: (i) short wave length/long wave length and (2) low luminosity/high luminosity." the one is a transformation of the other. f) Thus the final cultural product . as an example. . c) The human brain searches for an appropriate representation of a binary opposition plus/minus and selects green and red as a binary pair.the three-color traffic signal . We do this because.continue in a state of nonmovement. e) It then goes back to the original natural continuum and chooses yellow as the intermediate signal because the brain is able to perceive yellow as a discontinuous intermediate segment lying between green and red. 581. The practical description of color difference is highly technical but. d) Having set up this polar opposition.continue in a state of movement. For many situations this is sufficient. In this example the ordering of the colors green-yellow-red is the same as the ordering of the instructions go-caution-stop. it lies midway between green and red.and red means stop. caution .as apprehended by the human brain. are in the ratio 2:3 I: A thermometer placed in different parts of a spectrum derived from a white light source will register the greatest temperature rise in the infrared and the least in the ultraviolet. But notice how we have arrived at this transformation: a) The color spectrum exists in nature as a continuum b) The human brain interprets this continuum as if it consisted of discontinuous segments. By superimposing one schema on the other the colors become signals for the underlying instructions: the natural structure of the color relations is the same as the logical structure relating the three instructions. ever been used by Lévi-Strauss. and Cadmium Red. the color system and the signal system have the same "structure. The corners of the first triangle are the colors green. Figure 1. stop .we choose the color yellow.

yellow .but the structuralist thesis is that triangles of this kind. so that." it is much more likely to be red than either yellow or or green-red-yellow. in this case. implying comparable transformations of models of nature as apprehended by human (STOP-CAUTION-GO) are given and we do not need to pay attention to alternative possibilities offered by the rest of the matrix. that human beings have a tendency to make a direct association between red as a color and blood as a substance. which certainly goes back to very early paleolithic times. and second. The equivalences (red . In my example. . STOP CAUTION GO red yellow green actual sequence red green yellow. if any one of these three colors is to be selected to mean "stopdanger. though in the general case the possibilities are more complicated. the pattern was subject to two special constraints: first. have very general application. it is a "fact of nature" that the sequence of colors in the spectrum is green-yellow-red and not yellowgreen. there is the further fact of nature. more or less predetermined. On this account the correlation between the members of the two triads are.

Specifically. they also help identify potential problems so that we can work with our business partners to address issues of concern as they arise. we expect our business partners to operate workplaces where the following standards and practices are followed: 1. ENVIRONMENTAL REQUIREMENTS .'s Global Sourcing & Operating Guidelines include two parts: the Business Partner Terms of Engagement. They assist us in selecting business partners that follow work place standards and business practices consistent with our Company's policies. external issues beyond the control of indi vidual business partners. which address workplace issues that are substantially controllable by individual business partners. and work with contractors and suppliers throughout the world to help meet our customers' needs. 3. Levi Strauss & Co. As a set of guiding prin ciples. its commercial success.'s corporate reputation and. Business Partner Terms of Engagement The Terms of Engagement are tools that help protect Levi Strauss & Co.POLICIES Levi Strauss & Co. 2. seeks to conduct its business in a responsible manner. As we expand our marketing activities abroad. therefore. and the Country Assess ment Guidelines. We believe this is an important element of our corporate reputation which contributes to the strength of our commercial success. ETHICAL STANDARDS We will seek to identify and utilize business partners who aspire as individu als and in the conduct of all their businesses to a set of ethical standards not incompatible with our own. LEGAL REQUIREMENTS We expect our business partners to be law abiding as individuals and to comply with legal requirements relevant to the conduct of all their busi nesses. which address larger. it is important to protect our Company's reputation in selecting where and with whom to do business.

We will not utilize partners who use child labor in any of their facilities. We will not utilize prison or forced labor in contracting relationships in the manufacture and finishing of our products. COMMUNITY INVOLVEMENT We will favor business partners who share our commitment to contribute to improving community conditions. we will identify prevailing local work hours and seek business partners who do not exceed them except for appropriately compensated overtime.'s Environmental Philosophy and Guiding Principles. * Health & Safety. Workers can be no less than 14 years of age and not younger than the compulsory age to be in school.We will only do business with partners who share our commitment to the environment and who conduct their business in a way that is consistent with Levi Strauss & Co. Use of child labor is not permissible. 5. not put at risk of physical harm. In addition. fairly compensated. . EMPLOYMENT STANDARDS We will only do business with partners whose workers are in all cases present voluntarily. on a regularly scheduled basis. We will not utilize or purchase materials from a busi ness partner utilizing prison or forced labor. We will only utilize business partners who provide workers with a safe and healthy work environment. 4. * Working Hours. While permitting flexibility in scheduling. Business part ners who provide residential facilities for their workers must provide safe and healthy facilities. Employees should be al lowed at least one day off in seven. the following specific guidelines will be followed: * Wages and Benefits. We support the development of legitimate workplace apprenticeship programs for the educational benefit of younger people. allowed the right of free association and not exploited in any way. We will only do business with partners who provide wages and benefits that comply with any applicable law and match the prevailing local manufacturing or finishing Industry prac tices. * Child Labor. require in excess of a sixty-hour week. While we favor partners who utilize less than sixty-hour work weeks. * Prison Labor/Forced Labor. we will not use contractors who.

We will favor business partners who share this value. or our company repre sentatives would be exposed to unreasonable risk. LEGAL SYSTEM would prevent us from adequately protecting our trademarks. we consider the degree to which our global corporate reputation and commercial success may be exposed to unreasonable risk. The Country Assessment Guidelines are intended to help us assess these issues. we assess whether the: BRAND IMAGE would be adversely affected by a country's perception or image among our customers and/or consumers. or from implementing the Global Sourcing Guidelines and other company policies.* Discrimination.g. and economic circumstances of the various countries where Levi Strauss & Co. In making these assessments. we take into account the various types of business activities and objectives proposed (e. we belive that workers should be employed on the basis of their ability to do the job. The Guidelines are tools that assist us in making practical and principled business decisions as we balance the potential risks and opportunities associated with conducting business in a particular country. HEALTH AND SAFETY of our employees and their families. ECONOMIC AND SOCIAL ENVIRONMENT would threaten the Company's reputation and/or commercial interests. rather than on the basis of personal charac teristics or beliefs. our business success. HUMAN RIGHTS ENVIRONMENT would prevent us from conducting business ac tivities in a manner that is consistent with the Global Sourcing Guidelines and other company policies. in vestments or other commercial interests. and POLITICAL. . to poten tial harm. In making these decisions. procurement of fabric and sundries. sourc ing. social. * Disciplinary Practices. Country Assessment Guidelines The diverse cultural. political. Specifi cally.. has existing or future business raise issues that could subject our corporate reputation and therefore. We will not utilize business partners who use corporal punishment or other forms of mental or physical coer cion. While we recognize and respect cultural differ ences.

direct investments in subsidiaries) and. Business partners are contractors and subcontractors who manufacture or finish our products and suppliers who provide raw materials used in the production of our products. meet new challenges and update our Guidelines.licensing. As has always been our practice. As we apply these standards throughout the world. is committed to continuous improvement in the implementation of its Global Sourcing & Operating Guidelines. thus. we will acquire greater experience. we will continue to take into consideration all pertinent information that helps us better address issues of concern. the accompanying level of risk involved. We have begun applying the Terms of Engagement to business partners involved in manufacturing and finisbing and plan to extend their application to suppliers. Manufacture & Distribution COTTON/RAW MATERIALS . Levi Strauss & Co.

S. We¶ve joined forces with other brands and retailers. Though we are a big consumer of cotton.More than 95% of all Levi s® products are made with cotton grown in the U. We want to reach beyond our manufacturing process and address sustainability issues where they start with the cotton in the fields. China. We are doing everything we can to influence how this commodity is grown and harvested in more sustainable ways. we leverage the power of our brands in support of more sustainably produced cotton which uses less water and fewer pesticides. including The Gap. By creating alliances with other big cotton consumers. Marks & Spencer.S. Trying to promote more sustainable practices in an industry that is so fragmented is a challenge. It is grown in more than 100 countries. Adidas and IKEA. we use less than 1% of the world¶s annual cotton crop. with China.. especially outside the U. About 80% of the cotton farms are small. many are family owned. India. Pakistan. About 70% of the industry is labor intensive. Cotton Cotton accounts for 40% of the world¶s fiber production and generates a $40 billion a year textile market. as our track record shows.S. Solidaridad and farmers¶ organizations such as the International Federation of Agricultural Producers to form the Better Cotton Initiative We¶ve also teamed up with other stakeholders to take a stand on how cotton is grown in Uzbekistan. we¶re not afraid of a challenge. Other Raw Materials . More than 40 million farmers and 290 million farm workers make a living growing cotton. as well as other groups like WWF. Turkey or one of the many other countries where cotton is farmed. accounting for nearly two-thirds of global output. But. and it typically uses a lot of pesticides and water. India and the U. Pesticide Action Network UK. We don¶t buy cotton directly and do not allow our suppliers to buy Uzbek cotton because of forced child labor practices.

but we have taken important steps toward partnering with them in our drive toward sustainability. We have been working to extend those manufacturing guidelines farther in our supply to the mills that create the fabric for our products. their health and welfare is protected. Levi Strauss & Co. By working together we will improve sustainability and energy efficiency throughout fabric mills and dye houses. that details what we require of our business partners in practices pertaining to everything from worker rights to the environment. one of our largest mill suppliers. and our goal is to ensure that wherever animals are used in the production of our products. in Mexico. We are founding members of the Business for Social Responsibility Apparel Mills and Sundries Working Group. FABRIC MILLS Once the cotton leaves the fields. In 1991. it is spun and made into fabric by mills around the world. we created our Terms of Engagement a first for the apparel industry. We have been pleased to find that many of our fabric mill suppliers are already focused on sustainability. operates one of the . has been a leading partner to NRDC¶s Responsible Sourcing Initiative in China and Bangladesh.Less than 5% of the raw materials in our supply chain is from sources other than cotton. We generally do not purchase fabric directly from the mills. strives to be responsible when sourcing materials from animals. For example. established to improve working conditions in fabric mills and sundry/component parts suppliers. Levi Strauss & Co. A small fraction of that percentage is material derived from animals.

PRODUCT SUPPLIERS We are committed to Responsible Global Sourcing. We¶ve dedicated ourselves to elevating the dignity of the people who work to bring our clothing to market. heart and resources in improving the future of those sourcing communities. Because we buy directly from them. finish and wash our products. individuality and authenticity in how we¶ve made our products. energy and chemical use. we can build sustainability directly into our contracts. This facility has state-of-the art technology that enables it to recycle approximately 75% of its water and direct it to other production processes. and how we¶ve run our company. To do¶s largest privately owned waste water treatment plants. sew. We are one of six apparel companies working with the National Resources Defense Council (NRDC) on a pioneering initiative to reduce the environmental impact of textile mills in China. we need to build sustainability into everything we do. We contract production from manufacturing suppliers that cut. For more than 155 years. rest rooms and landscape irrigation. energy. has worked to honor the pioneering spirit of hard work. and the NRDC has developed a guide to sustainable practices that will be used by other mills worldwide. so far five mills have reduced their water. We want Levi s® to stand for sustainability. . Levi Strauss & Co. As part of the NRDC¶s Responsible Sourcing Initiative. And we¶ve invested our time.

laws. These assessments involve on-site and off-site discussions with workers. to ensure suppliers are completing their corrective action plans on a timely basis. Regular follow-up visits are also conducted. many companies have adopted similar codes of conduct. Our Terms of Engagement spell out labor. And in 1999 and 2005. including actions. Each assessment identifies areas for improvement and a detailed corrective action plan. we added strict water quality standards as part of our environmental requirements. They conduct regular assessments of every factory contracted to manufacture our products. and environmental requirements. . health and safety. and today most of those reflect our original Terms of Engagement. culture and business context of each country in which we operate. These experts understand the scope of our labor and environment. governments and other buyers that may be sourcing in those factories. management interviews. located around the world where our suppliers are. improving working conditions in our supplier factories requires the involvement of our suppliers.Our Code of Conduct Almost two decades ago. we were the first multinational apparel company to establish a comprehensive workplace code of conduct for our manufacturing suppliers. Implementation Over the years. It is based on United Nations documents such as the Universal Declaration of Human Rights and International Labor Organization (ILO) Core Conventions. we have established a strong program to assess how well our suppliers are meeting our code and. and timelines. These assessments are based on standards found in our Social and Environmental Sustainability Guidebook. we strengthened protections of workers¶ rights to form unions and conduct collective bargaining. Ultimately. health and safety inspections. we have programs in the communities to strengthen worker rights. responsible parties. when we identify problems. how to improve. local organizations. health and safety standards and know the local languages. We have also learned that monitoring our suppliers is only one part of improving working conditions. In 1995. which all our suppliers receive in their local language. In addition to working directly with our suppliers. At the Factory We employ full-time factory assessors. Over the years. review of factory records (such as timecards and payroll) and environment. in 1991. We also work with governments to strengthen labor laws and their enforcement.

Through these grants. increase awareness around health care issues and promote access to asset-building and life skills training for our employees. .Over the years. the key to lasting improvement in working conditions is for our suppliers themselves to understand and appreciate the importance of operating a responsible workplace. training their personnel and developing the systems to operate a responsible workplace. Today. we support innovative local. regional and global nonprofit organizations that encourage the enforcement of labor laws. we are spending more time and resources working with our suppliers to improve their human resource and environment. health and safety programs. we have learned that while the factory assessment process is important. contractors and their families. In the Community The Levi Strauss Foundation focuses on funding programs that strengthen worker rights and improve the working and living conditions for the people who make our products.

we firmly believe that workplace standards and worker rights should be an integral part of all bilateral. Starbucks. was the first and only major multinational company to publicly advocate for linkage of trade and labor. we were one of the first apparel companies to release the names and locations of all our active. as well as theBSR Apparel Mills and Sundries Working Group. Industry Collaboration In many cases. One of the reasons we are transparent about our suppliers is to reach out to other apparel brands and organizations to see how we can work together in the factories we share. We believe that making our factory listpublic fosters collaboration with other brands and lead to sector-wide improvement on supplier performance on improving workplace conditions. incorporating key workplace standards and worker rights provisions within the context of trade agreements. regional or multilateral trade negotiations.Bean.Government Advocacy As pioneers in the fight for fair employment practices. Dockers® and Signature by Levi StraussŒ products. Transparency In October 2005. L. By getting the rest of the industry involved. .L. meetings with senior government officials. we are not the only apparel company working with a given supplier. approved owned-and-operated. which are dedicated to improving workplace conditions. the transportation and distribution of our products turned out to be the least of our concerns in terms of environmental impact. Timberland and VF Corp. trade negotiations and multi-stakeholder initiatives. contract and licensee factories that manufacture and finish Levi¶s®. We are a member of the Fair Factories Clearinghouse along with brands like adidas. which we helped to establish to improve working conditions further up our supply chain ² in fabric mills and sundry/component parts suppliers Distribution Based on our lifecycle assessment.. We are also actively engaged in supporting the International Labor Organization¶s Better Work program. Levi Strauss & Co. And we continue to do so whenever and wherever we can ² through congressional testimony. But we are still driving for improvement. we are able to send a stronger message to our suppliers about the importance of operating a responsible workplace.

We distribute the majority of our products in the United States. . We also have made changes to our international shipping routes and partnered with transportation service providers that have set leading standards in sustainability and environmental protection. and have been aggressively pursuing ways to reduce our carbon footprint by shifting from the most carbon-intensive modes of transport (air and trucking) to less intensive modes. Findings from a water footprint analysis begun in 2008 have already cut water use at our distribution centers. For example. We are overhauling the lighting and have begun maintenance programs to increase the efficiency of air-conditioning units. we reduced greenhouse gas emissions in some of our shipping lanes by 50-60% in 2008 by reducing our fuel use. which are responsible for 60% of our total energy consumption.S. such as rail and container ships. By adopting more efficient routes.S. We¶re now expanding the use of intermodal transport into other routes. state and federal regulators and industry coalitions to look for ways to reduce environmental impact. We did this by switching to intermodal transport (a mix of rail and truck) for U. we have focused on reducing energy use at our large-scale distribution centers. in the United States. in 2009 we were able to reduce our carbon emissions by more than 700 metric tons and save money while continuing to meet our delivery deadlines. port authorities. And we collaborate with various U. In addition to reducing the environmental impact of transporting our products. domestic transportation.

S. . by nearly 7%. The new lights are expected to save from 30% to 50% of total lighting energy use and aggregate energy savings of 20% to 40%. retail stores U. high-efficiency lighting systems that yield aggregate energy savings of anywhere from 20% to 40%. since they will decrease summer cooling needs. y y y Since 2006. Germany undertook a pilot study geared to minimize the environmental impact of design and operation. This store installed lighting that is 35% more energy efficient than that used in our average retail store. We are reducing the number of hangtags on each garment from an average of three to two. We are installing a new high-efficiency lighting system in new U. Our Levi¶s® retail store in Munster. we have still pursued significant ways to invigorate energy conservation and reduce waste in our stores.S. Lighting is responsible for about 70% of the energy use in our retail operations.RETAIL While our lifecycle assessment revealed that the retail stage of our product¶s life had a relatively small environmental impact.S. retail stores going forward. we¶ve reduced energy use in our U. It also features Forest Stewardship Councilcertified wood flooring and a denim recycling station. We are also beginning to print size and care information directly onto garments. Besides more energy-efficient store designs. we are employing new.

y Launched a contest ± Care to Air ± to find a better way to air dry jeans. Through this initiative we: Are sewing new garment care tags in our clothing that encourage consumers to wash less. as well as every other article of clothing that typically ends up in the dryer. y Established a partnership with Goodwill® in the United States to encourage consumers to increase the life cycle of a pair of jeans by donating them instead of contributing to the 23. To our surprise we learned that 58% of the energy and 45% of the water used during the lifetime of a pair of Levi¶s ® jeans occurs during the consumer use phase. wash in cold water. To this end. This is huge and we know it. and donate clothing to charity when no longer needed. water use and energy impact of each of these products. Extending the Life of a Pair of Jeans« y . line dry when possible. Our life cycle assessment helped us find out the facts about the climate change. We¶re focused on building sustainability into everything we do. commissioned a scientific life cycle assessment of a pair of Levi¶s® 501® jeans and Dockers® Original Khakis.8 billion pounds of clothing that end up in landfills each year.RECYCLING & CONSUMER CARE One of the biggest opportunities for reducing the environmental impact of our product occurs after the consumer takes it home. So we¶ve initiated a global dialogue with consumers ± Care for Our Planet ± about how caring for their clothes affects the environment. Levi Strauss & Co.

The company will accept proposals from U. In 2008. the selection criteria includes: the organization¶s sustainability vision.000 denim insulation fund.S. to apply for a share of the fund. Among other factors. We encourage non-profit organizations in the U. Blue and Green -. Application form for Levi-Strauss Franchisee * Required field Organization Name: * ______________________________________________________ . helping the building earn the highest possible LEED environmental rating.S. We¶ve got to do better. we do realize that someday. we donated more than 200.000 in Grants To encourage community partners to join us and use recycled denim insulation in their capital projects. throws away 68 pounds of clothing and textiles a year. We also installed recycled denim insulation from Bonded Logic. Levi Strauss & Co. 2010.000 denim insulation fund. for example. then what? The average person in the U. the project¶s environmental and social impacts.S. an initiative designed to reuse unwanted denim while keeping it out of landfills.Yet.000 pairs of recycled jeans to insulate the newly reopened California Academy of Sciences in San Francisco. we¶re piloting projects in which we reuse old jeans as building insulation and other materials. If its condition is beyond donation. in our newly renovated headquarters in San Francisco. Learn more about our renovation and the benefits of denim insulation here.-based non-profit 501(c) 3 organizations October 1 ± November 21. how the project can teach others about sustainability. The company will provide grants to organizations currently undergoing construction projects to offset the cost difference between using conventional insulation and recycled denim insulation. even your favorite pair of Levi¶s® jeans or Dockers® khakis will reach the end of its useful life in your closet. we are excited to announce a $100. To help community organizations become more sustainable. To begin to address this issue.$100. has launched a $100. Inc.

): * _____________________________________________________________________________________ _____________________________________________________________________________________ How would using denim insulation from Levi Strauss & Co.Contact Name: * ___________________________________________________________ Contact Email: * ____________________________________________________________ Contact Phone Number: * ____________________________________________________ Organization Web Address: * __________________________________________________ Organization Mailing Address: * _____________________________________________________________________________________ _____________________________________________________________________________________ Mission of Your Organization: * _____________________________________________________________________________________ _____________________________________________________________________________________ Describe Your Programs .What Are You Most Proud of?: * _____________________________________________________________________________________ _____________________________________________________________________________________ Organization Budget Size: * ______________________________________________________________ Number of Clients Reached per Year: * ____________________________________________________ Tell us about the project that you wish to use denim insulation for (i. etc. further your sustainability goals?: * _____________________________________________________________________________________ _____________________________________________________________________________________ Describe how you would leverage the denim insulation to teach others about sustainability?: * . type of facility.e. aesthetic. scope of project.

This is the form used by the company to get the full information about the organization which is asking for the franchisee of LEVISTRAUSS ( this form can be also filled on the net by signing in into the official website of levi Strauss) Brands There are four brands acquired by Levi strauss :- ._____________________________________________________________________________________ _____________________________________________________________________________________ Anything else you would like to add?: ______________________________________________________ _____________________________________________________________________________________ Word verification: * ____________________________________________________________________ NOTE:.

meaningful change. Levi¶s® jeans have become the most recognizable and imitated clothing in the world ± capturing the imagination and loyalty of people for generations. the Levi¶s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries. allowing individuals around the world to .(1) (2) (3) (4) Levi¶s® Docker s Levi s Signature Denizen Levi s® A new generation of ³real workers´ has emerged. The Levi¶s® brand epitomizes classic American style and effortless cool. Today. those who see challenges around them and are inspired to drive positive. Since their invention by Levi Strauss in 1873.

everyday way for men to distinguish their personal style. Since its introduction in 1986. Dockers ³Wear the Pants´ ² the new brand platform celebrates the reemergence of khaki as a masculine. essential style. one that embraces strength and sensitivity and ultimately encourages men to once again ³Wear the PantsŒ. The intent of the campaign is to put forth a new definition of masculinity. We have taken an enduring. the Dockers® brand has been perfecting khakis ² and the essential goods to go with them ² for men and women all over the world. admired . No compromises in quality. Just versatile.´ The Dockers® Brand has defined authentic khaki forDOCKERS® ON TWITTER 25 years.

Bold colors. We have taken the category we owned and reinvented it for today. can be available to people from every walk of life. demonstrates that distinctive products. And a debate about the modern definition of masculinity that is helping to reignite the khaki category. New fits. with premium fabrics and finishes. launched in 2003. ³Wear the Pants.Œ jeans are sewn from premium heavy-weight denim for exceptional durability. The Signature by Levi Strauss & Co.brand and made it stronger. with a new and improved Signature Khaki line and Soft Khakis collection in stores across the United States. as well as a global marketing campaign. then carefully detailed with vintage-inspired finishes ² leaving you with a one-of-a-kind pair that truly lasts. Dockers® has embarked on a journey to reinvigorate the khaki category. Levi s Signature Signature by Levi Strauss & Co. The brand offers high-quality.´ More styles. Khaki is back. fashionable jeans at affordable prices to value- .Œ brand.

brands world famous for generations. Comfort and Style´ are the words emblazoned on the patch of every pair of our Signature jeans dENiZEN The dENiZENŒ brand has a modern focus that takes everything you love about a classic pair of jeans and makes them relevant to trends right now. . Target and Kmart. ³Superior Fit. With denim and casualwear for men.Œ brand includes a collection of denim and non-denim pants. shirts.Œ apparel is the ideal fit for families who know the value of quality craftsmanship and quintessential style ² the very things that have made Levi Strauss & Co. The Signature by Levi Strauss & Co. women and children. Signature by Levi Strauss & Co.conscious consumers at stores like Walmart. skirts and jackets for men. women and children.

as a global jeans brand for a new generation. Korea.S.¶s iconic jeans-making heritage to make quality jeans that are fit for everybody. living on earth. Energy Public Policy Leadership Maximizing energy efficiency and addressing climate change lie at the heart of our efforts to restore the planet. we have relied on third-party verification. And dENiZENŒ has another great meaning too: the idea of someone who frequents a particular place. the idea of belonging to a community of friends and family. dENIZENŒ takes this generation¶s motivated and forward-thinking mentality and combines it with Levi Strauss & Co. In measuring our progress from one year to the next. In 2007. Inventory and Assessments We are committed to tracking and reporting our greenhouse gas (GHG) emissions and have been collecting this data since 2007. Our 2008 inventory of global energy use and greenhouse gas was also submitted to the Carbon Disclosure Project and verified by a third party under the Climate Registry General Reporting Protocol. y y y Our 2009 GHG inventory was verified by a third party under The Climate Registry General Reporting Protocol and submitted to the Carbon Disclosure Project. administration and Congress to develop energy and climate legislation that promotes energy efficiency. Through participation in the Business for Innovative Climate and Energy Policy (BICEP). engaged life. we measured the energy use and GHG emissions of all of our . India. dENiZENŒ means ³inhabitant´: living in a place. We have been and will continue to be outspoken champions for public policies aimed at reducing greenhouse gases. 137 years after outfitting the American West with jeans that became the uniform of the pioneering spirit. the heart of the brand. Denim is in the name.dENiZENŒ was created by Levi Strauss & Co. encourages energy and climate innovation. we have joined other global companies in calling for leadership and support from the U. dENiZENŒ now available in China. Levi Strauss & Co. just being. is outfitting the new global citizen for a bright future. and reduces overall greenhouse gas emissions. Pakistan and Singapore. supplying jeans and other essentials for an on-the-go.

Global headquarters. was selected as one of 60 companies worldwide to road-test two new protocols to measure GHG emissions. We have deployed a new information management system that enables us to collect and track our suppliers¶ energy use data. average kWh/ft at our U. Retail stores. and consequently. y y y Manufacturing facilities. ventilation and air conditioning (HVAC) units. Levi Strauss & Co. we¶re pursuing innovative solutions that reduce energy consumption and minimize our contribution to climate change. energy use at our owned and operated manufacturing facilities decreased by over 15%.y facilities worldwide. inbound logistics. Our work was then verified by an organization approved by the EPA Climate Leaders program. retail stores has declined by over 7%. Our measurements were then verified by an organization approved by the CPA Climate Leaders Program In 2006. These protocols were created by the World Resources Institute and World Business Council for Sustainable Development. From next-generation lighting systems to maintenance programs that increase the efficiency of heating. headquarters in San Francisco is undergoing an extensive remodel that featured a wide-array of eco-friendly upgrades including recycled denim insulation throughout the building. we began by measuring our energy usage and GHG emissions of our facilities located in our Americas region. The Levi Strauss & Co. These stores are also deploying high-efficiency lighting systems that yield aggregate energy savings of anywhere from 20% to 40%. upcycled flooring. our greenhouse gas emissions in some of our shipping lanes by 50-60%. In 2008. daylight harvesting light fixtures and sensors. we reduced our fuel usage. high-efficiency plumbing fixtures. We are now expanding our use of intermodal transport in other routes. and furniture and construction materials that were either recycled or locally-sourced. Since 2007. From 2007 to 2009.S. domestic transportation. Logistics and Supply Examining energy use in our transportation logistics and global supply chain is essential to our goal of minimizing impact and creating a more sustainable business. Facilities and Retail Stores We¶ve made a commitment to improving energy efficiency in all of our owned and operated manufacturing facilities and retail stores. and . y y U.S. We did this by using a mixture of trains and trucks for our U. One was designed to measure the climate change impact of a product and the other to measure the climate change impact of our entire supply chain.S. Supply chain. In 2010.

China . At our owned-and-operated facilities in Poland. In response. Levi¶s® new care tags on our products encourage consumers to³wash in cold.Bangladesh Owned and Operated Facilities. we performed a lifecycle assessment of our Levi¶s® 501 jeans and Dockers® Original Khakis. line dry when possible and donate used clothes to Goodwill when no longer needed. makers of Tide Coldwater.500 Walmart stores.Œ jeans in 1.Business for Social Responsibility Energy Efficiency Partnership . we have performed energy audits to find ways to reduce energy usage including the installation of heat exchangers. encouraging consumers to save energy by washing their jeans in cold water. A first for a retailer.y optimize our data collection.World Wildlife Federation Low-carbon Manufacturing Program . South Africa and Turkey. CHEMICALS .International Finance Corporation . We have also been working closely with NGOs and our supply chain partners on a variety of initiatives to reduce our carbon footprint across our supply chain: . we launched three initiatives: y y y A Care Tag for Our Planet. Our recent ³Care to Air´ design challenge was the latest µCare Tag¶ initiative to engage consumers by putting out the call to designers and eco-innovators around the world to ³hang out´ their best ideas for air drying clothes. P&G Coldwater Tide & Signature by Levi Strauss & Co.Better Factories Cambodia / International Finance Corporation Energy Work Cambodia .Cleaner Production Partnership Program China . new lighting systems and energy-use monitors.China . Over 400 MJ of energy are consumed during the full product lifecycle of a pair of 501s.Œ We have partnered with Alliance to Save Energy and Procter & Gamble. Care to Air Design Challenge.Natural Resources Defense Council Responsible Sourcing Initiative China . Customer Use In 2007. to co-promote our Signature by Levi Strauss & Co. with sources ranging from factory operations to heating water for warm washing at home.

we are committed to minimizing their impact on the environment. we are working to phase out two chemicals from our production cycle given their recognized or potential impact on the environment and natural ecosystems: alkylphenol ethoxylates (APEOs) and polyvinyl chloride (PVC). auditing and testing in collaboration with other brands and retailers to ensure that chemicals are used responsibly from product design to development. Implementation Practices We enforce adherence to our Restricted Substance List by performing and implementing rigorous training. manufacturing and distribution. parts and chemicals that are used in making our products.From pesticides and fertilizers used in cotton production to dyes in the manufacturing process. and these sources must declare that they are in compliance. Restricted Substances We were the first company in our industry to establish a Restricted Substance List(RSL) identifying thechemicals we will not allow to be used in our products or in the production process due to their potential impact on consumers.The RSL must be shared with all sources of materials. . The RSL provides up-to-date information to our business partners. workers and the environment. including direct sources and licensees. Our Social and Environmental Sustainability Guidebook explains our requirements for proper chemical management. While we can not eliminate the use of chemicals in the foreseeable future. chemicals touch the clothes we produce. on product compliance with international consumer products regulations. to the best of our knowledge. In an effort to build sustainability deeper into our business.

about 23. Reuse. and Canada divert more than 1. it also encourages them to donate used jeans to Goodwill rather than throwing them out. Although we make products from raw materials and we bring those products to market through a complex supply chain. According to Goodwill. we launched the Care Tag for Our Planet in cooperation with Goodwill.8 billion pounds of clothing end up in U. we have a history of developing innovative and common-sense solutions for dealing with and handling our production waste. Reduce. In 2009.MATERIALS Our goal is to be a zero-waste company. Recycle We are always looking for new ways to reduce waste by reusing materials in our stores or by extending the lives of our products. The tag on our products not only instructs consumers on how to clean their clothes with less environmental impact. For example: y Encouraging reuse.5 billion . landfills each year.S. Goodwill organizations in the U.S.

and one that does not compromise the look and feel of the Levi¶s® brand. Store Design When LS&Co. but to use the most environmentally sound elements available. Some of the design highlights of the store include: y Recycled materials. We have already reduced packaging of the Signature by Levi Strauss & Co. in the process. All point-of-sale materials and brochures are printed on recycled paper and cardboard. y . create job-training opportunities for more than 1. The flooring used in the store is wood certified by the Forest Stewardship Council.¶s retail team in Germany discussed opening a new store in Munster. Incorporating recycled fibers. and the carrier bags given to consumers are also made from recycled paper. offering consumers who wish to tread more lightly on the environment a choice when it comes to their denim. We are also beginning to print size and care information directly onto garments.Œ brand and are committed to do the same for the Levi¶s® brand where possible.5 million people annually. they challenged themselves to build a store within the current design concept. In 2009. The result is the ³greenest´ store across our global network.y y pounds of clothing and textiles a year from landfills and. We are reducing the number of ³hangtags´ on each garment from an average of three to two. Recycling station. Reducing packaging. products made with post-consumer fiber were added to the already robust Levi¶s® eco line of jeans and tops made with 100% organic cotton. Certified wood. The store operates a recycling station where consumers can bring any brand of used denim for recycling. Recyclable red carpet in changing rooms is certified carbon-neutral and changing-room curtains are made from 100% organic denim.

Middle East and Africa (LSEMA). based in the San Francisco headquarters. . and owns and develops a few brands. but remains owned and controlled by descendants and relatives of Levi Strauss' four nephews. The company employs a staff of approximately 10.Marketing Levi Strauss & Co. based in Brussels. The company briefly experimented (in the 1970s) with employee ownership and a public stock listing. Although the company began producing denim overalls in the 1870s. and Asia Pacific Division (APD). Levi's. is a worldwide corporation organized into three geographic divisions: Levi Strauss Americas (LSA). It was founded in 1853 when Levi Strauss came from Buttenheim. Franconia.500 people worldwide. modern jeans were not produced until the 1920s. Levi Strauss Europe. based in Singapore. (LS&CO) is a privately held clothing company known worldwide for its Levi's brand of denim jeans. California to open a west coast branch of his brothers' New York dry goods business. the main brand. Levi Strauss & Co. (Kingdom of Bavaria) to San Francisco.

specializing in riveted denim jeans and different lines of casual and street fashion. a Canadian clothing manufacturer. MARKETING MIX : The marketing mix is the set of marketing tools the firm uses to pursue its marketing objectives in the target market. (GWG). As a result. including stone-washed jeans through the acquisition of Great Western Garment Co. Levi's even piped in massive amounts of air conditioning for the comfort of Levi's workers into its press plants. Peter Haas Sr. Simpkins is credited with the company's record paced expansion of its manufacturing capacity from fewer than 16 plants to more than 63 plants in the United States from 1964 through 1974. best organized and cleanest textile facilities of their time. GWG was responsible for the introduction of the modern "stone washing" technique. Perhaps most impressive. Marketing-mix decisions must be made for influencing the trade channels as well as the final consumers. place and promotion. however. Positioning. still in use by Levi Strauss. McCarthy classified these tools into four broad groups that he called the four Ps of marketing: product.. was Levi's expansion under Simpkins was accomplished without a single unionized employee as a result of Levi's' and the Haas families' strong stance on human rights and Simpkins' use of "pay for performance" manufacturing at the sewing machine operator level up.[2] From the early 1960s through the mid 1970s. Mr. Levi's. Simpkins Sr. which were known in the industry to be notoriously hot. Levi's' plants were perhaps the highest performing. and Market Segmentation . price. Products. 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. expanded the firm's clothing line by adding new fashions and models.. Paul Glasco and George P..was founded in 1873 in San Francisco. under the leadership of Jay Walter Haas Sr.

Many opportunities are found by identifying trends (directions or sequences of events that have some momentum and durability) and mega trends (major social.Within the rapidly changing global picture. More than any other group in the company.interests. A newproduct gets to share the name of an older.Advertising professionals realize that the heart of any campaign is the product and the p o s i t i o n i t ho l d s i n p e o p l e 's mi n d s . The most frequent methods of segmenting include demographic variables such as age. established brand. Understanding the complexities of a brand identity and its position is no easytask. SCANNING THE MARKETING ENVIRONMENT Like other successful companies. activities . Today brand extensions occur not only within the company. the marketing managers of Levis are the trend trackers and opportunity seekers.One of the most controversial areas of product concepts is the brand extension. Levi¶s also has realized that the marketing environment presents a never-ending series of opportunities and threats. household status. occupation. sex. Early theorizing suggestedthat brand extensions would sap market clout from the established product. Pro d uc t s a n d t he i r b r a nd n a m e s a re ne w s ma k e rs themselves. The major responsibility for identifying significant changes in the macro environment falls to a company¶s marketers. butcompanies are licensing their brand names to all kinds of products in the hope of increasingbrand awareness. but these fearsproved groundless. education. economic. the marketers of Levi¶s are monitoring the following six major ³Environmental Forces´: Demographic Environment Economic Environment Natural Environment Technological Environment Political-Legal Environment Social-Cultural Environment Market Segmentation Market segmentation is the selection of groups of people who will be most receptive to a product. . income. and geographic location. psychographic variables such as life-style. and opinions. political and technological changes that have long-lasting influence). race.

Company is promoting its products effectively within segments by print media as well as electronic media. There adding¶s in this section exemplify areas of rapid change. Televisioncommercials. No matter how segments are defined.they are characterized by considerable change over time.Company is providing their customers with stylish better quality and different product keeping in view its cost. Conditions for effective segmentation 501® JEANS is fulfilling the conditions for effective segmentation. Mostly Levi¶s targets its market among the following classes: Upper Class Upper Middle Class :Target Market Strategy: Target market strategy adopted by Levis is basically on having long-term relations with theircustomers and to provide them with better product. Much segmentation involves combinations of these methods.product use patterns. Signboards.g. Segments are strong enough to make profit. however . e. :Benefits of Segmentation: Levis has got customer oriented approach by segmentation. BASIS OF MARKET SEGMENTATION Demographic Segmentation Geographic Segmentation Psychographic Segmentation Behavioral Segmentation Target Market: 501® JEANS targets its market by evaluating the wants of customers. and product benefits. Newspapers. . Internet. etc.

McCarthy classified these tools into four broad groups that he called the four Ps of marketing:product. Limitation of Segmentation: Because of segmentation. Marketing-mix decisions must be made for influencing thetrade channels as well as the final consumers. MARKETING MIX: The marketing mix is the set of marketing tools the firm uses to pursue its marketingobjectives in the target market. price. . Secondary data is alreadyavailable in the company. their company conducts a research to know What¶s in trend? What are the needs of customers? Sources of Data Levi¶s gathers data from both primary and secondary sources. In Pakistan they have to face several Cultural Barriers. Marketing Research: According to Levi¶s marketing logistic manager. Lack of awareness in middle class. Levi¶s faces some limitations. To gather primary data.Segments of company are measurable. place and promotion. they organize radio shows and musicconcerts by sponsoring. Company has to pay extra cost for multi-advertisement.

whichgenerates a turnover for the organization.PRICE: It can be simply defined as: ³The currency value charged to a Client by the company for a product or service´.There is no discount to offer Credit Sales: .Is one of the most important elements of the marketing mix. it costs to distribute a product andcosts to promote it. as it is the only mix. It costs to produce and design a product. List Price: Our all products are sold at listed price. The remaining 3p's are the variable cost for theorganization. which are settled by the Levis Company (Singapore).

Price Determination: During the determination of the price company not considered thecompetitors.We also deal with credit sales. but the standard that is used is considered. wepay it our self to the bank (3 %). that¶s why we don¶t face much competition in our business.g. . but we don¶t overcharges to the customers.Products are only sold for cash or on credit cards Discount: We don¶t give the discount to our customers. Pepe Jeans Leeds (US Apparels) GAAP Jeans Cambridge Our prices are not influenced by the competitors. even to the employees of the Levis.Our price is influenced by the following factors:Cost of the product Affordable for the target market Demand of the productUniqueness and innovative features of the products Competitors: We are much proud to say with surety that our products completely satisfy ourconsumers.Our prices are fixed. Payment Period & Credit Terms: Payment Period & Credit Terms are settled by thecompany. But yet there aresome competitors e.

Objectives Promotional Objectives (1) To inform. persuade and remind the potential customers about its products .

Placement objectives:-. Levi Strauss & Co currently makes jeans in approximately 108 sizes and 20 finish fabrics. California headquarters. including approximately 1. With 2009 net sales of $4. (5) To create bonds between public and Levi Strauss by helping the people. ‡To increase the brand equity by reaching every corner of the world Swot Analysis The company employs a staff of approximately more than 8. ‡T o f ul f i l l t h e r e qu i r em e n t s o f e v e r y l oc al i t y ac c o r di ng t o t he t a s t e of t h epeople. ‡To provide desired products at proper place.1 billion.000 people at its San Francisco. (4) Build Company¶s image as innovator.850 people worldwide.(2) Increase awareness and build primary demand (3) To build strong brand equity. the company is committed to building upon . ‡To equalize the demand and supply of products at all places.

strong heritage and brand equity as they position the company for future growth. Historical SWOT Analysis .


immense market domination. Despite these reduction of sales. The upstart started losing customers and incurring losses. increasing durability. The company created barriers to entry by patents and trademarks. ‡Over the years. maintained its corporate responsible image and progressive maintained its corporate responsible image and progressive stance on social. the company started losing customers and incurring losses.Conclusion Levi Strauss & Company had most of its early success Levi Strauss & Company had most of its early success because the firm was behaving monopolistically. capturing new markets. and by differentiating its product from generic jeans. and by barriers to entry by patents and trademarks. capturing new markets. The upstart companies captured niche market shares from Levi companies captured niche market shares from Levi¶s s immense market domination. and environmental issues.‡However as more firms entered the market. differentiating its product from generic jeans. which stance on social. and gaining popularity. which may have long may have long-run profit opportunities. providing a wide range of products. . and gaining popularity. the company maintained profits by Over the years. The because the firm was behaving monopolistically. labor. Levi Strauss & Co. and increasing its market shares. and environmental issues. ‡Despite these reduction of sales. labor. increasing durability. The company created and increasing its market shares. Levi Strauss & Co. the company However as more firms entered the market. company patented the riveted jeans. the company maintained profits by providing a wide range of products. The company patented the riveted jeans.

Brian Singer. Saudades do Brasil. 1976) (2005). Look. Paris. Structural Anthropology. 2011 l¶Autre Face de la lune. écouter. L'églantine. 1973) Anthropologie structurale deux (1973. Structural Anthropology. From Honey to Ashes. lire (1993. U.Biblography           Gracchus Babeuf et le communisme. II. 1997). trans. Claire Jacobson and Brooke Grundfest Schoepf. Paris: Seuil. 1950) Tristes Tropiques (1955. Paris: Seuil. Taylor & Francis GroupRegarder. Monique Layton. Read. trans. Plon. Extract from "Race and History" ± in English. see also The Race Question. Race et histoire (1952. trans. UNESCO.K. First published 1978 by Routledge & Kegan Paul. Myth and Meaning. 1963) Mythologiques I±IV (trans. 2011 . 1926. Listen. 1973) ± also translated as A World on the Wane Anthropologie structurale (1958. UNESCO. 1994 L¶Anthropologie face aux problèmes du monde moderne. trans. John Weightman and Doreen Weightman. John Weightman and Doreen Weightman)  Du miel aux cendres (1966. Vol.