project on levis
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Levi Strauss & Co. (pron.:/livastrs/), also known as LS&CO or
simply Levi's, is a privately held Americanclothingcompany known worldwide
for its Levi's brand ofdenimjeans. It was founded in 1873 whenLevi
Strausscame fromButtenheim,Bavaria, toSan Francisco, California to open awest coast branch of his brothers' New Yorkdry goodsbusiness. In 1873 Levi
Strauss and tailor Jacob Davis received a U.S. patent to make the first riveted
men's work pants out of denim: the first blue jeans. The company briefly
experimented (in the 1970s) with a public stock listing, but remains owned and
controlled by descendants and relatives of Levi Strauss's four nephews. The
company's corporate headquarters is located atLevi's Plazain San Francisco.[2]
Contents
[hide]
1 Organization
2 History
o 2.1 1990s and later
3 Advertising
4 Marketing
5 References
6 Further reading
7 External links
[edit]Organization
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
inBrussels; and Asia Pacific Division (APD), based inSingapore. The companyemploys a staff of approximately 10,500 people worldwide. The core Levi's was
founded in 1873 in San Francisco, specializing inriveteddenim jeans and
different lines of casual and street fashion.[3]
From the early 1960s through the mid 1970s, Levi Strauss experienced
significant growth in its business as the more casual look of the 1960s and 1970s
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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 ofGreat Western
Garment Co.(GWG), a Canadian clothing manufacturer, and introducing
Permanent Press trousers under the Sta-prest name.
The company experienced rapid expansion of its manufacturing capacity from 16
plants to more than 63 plants in the United States from 1964 to 1974 and 25
overseas. The use of "pay for performance" manufacturing at the sewing
machine operator level up.
2004 saw a sharp decline of GWG in the face of global outsourcing, so the
company was closed and the Edmonton manufacturing plant shutdown.[4]TheDockersbrand, 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.[6]
Launched in 2003, Levi Strauss Signature features jeanswear and
casualwear.[7]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.
[edit]History
Levi Strauss started the business at the 90 Sacramento Street address in San
Francisco. He next moved the location to 62 Sacramento Street then 63 & 65
Sacramento Street.
Jacob Davis, aJewishemigrant fromLatvia, was a tailor who frequentlypurchased bolts of cloth made fromhemp[citation needed] from Levi Strauss & Co.'s
wholesale house. After one of Davis' customers kept purchasing cloth to
reinforce torn pants, he had an idea to use copper rivets to reinforce the points of
strain, such as on the pocket corners and at the base of thebutton fly. Davis did
not have the required money to purchase a patent, so he wrote to Strauss
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suggesting that they go into business together. After Levi accepted Jacob's offer,
on May 20, 1873, the two men receivedU.S. Patent 139,121from theUnited
States Patent and Trademark Office. The patented rivet was later incorporated
into the company's jean design and advertisements. Contrary to an advertising
campaign suggesting that Levi Strauss sold his first jeans to gold miners during
theCalifornia Gold Rush(which peaked in 1849), the manufacturing of denim
overalls only began in the 1870s. The company then created their first pair of
Levis 501 Jeans in the 1890s, a style that went on to become the world's best
selling item of clothing.[8]
Levi Strauss advertising sign
Modern jeans began to appear in the 1920s, but sales were largely confined to
the working people of the western United States, such as cowboys, lumberjacks,
and railroad workers. Levis jeans apparently were first introduced to the East
during thedude ranchcraze of the 1930s, when vacationing Easterners returned
home with tales (and usually examples) of the hard-wearing pants with rivets.
Another boost came in World War II, when 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, and almost no business east of the
Mississippi in 1946, the organization grew in thirty years to include a sales force
of more than 22,000, with 50 plants and offices in 35 countries.[9]
Between the 1950s and 1980s, Levi's jeans became popular among a wide
range of youth subcultures,
includinggreasers,mods,rockers,hippiesandskinheads. Levi's popular shrink-
to-fit 501s were sold in a unique sizing arrangement; the indicated size referred
to the size of the jeans prior to shrinking, and theshrinkagewas substantial. The
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company still produces these unshrunk, uniquely sized jeans, and they are still
Levi's number one selling product. Although popular lore (abetted by company
marketing) holds that the original design remains unaltered, this is not the case:
the company's president got too close to a campfire, and the rivet at the bottom
of the crotch conducted the fire's heat too well; the offending rivet, which is
depicted in old advertisements, was removed.[10]
[edit]1990s and later
Levi's 506 inside
By the 1990s, the brand was facing competition from other brands and cheaper
products from overseas, and began accelerating the pace of its US factory
closures and its use of offshore subcontracting agreements. In 1991, Levi
Strauss faced a scandal involving pants made in theNorthern Mariana Islands,
where some 3% of Levi's jeans sold annually with the Made in the USA label
were shown to have been made by Chinese laborers under what theUnited
States Department of Laborcalled "slavelike" conditions. Today, most Levi'sjeans are made outside the US, though a few of the higher end, more expensive
styles are still made in the U.S.
Cited for sub-minimum wages, seven-day work weeks with 12-hour shifts, poor
living conditions and other indignities,Tan Holdings Corporation, Levi Strauss'
Marianas subcontractor, paid what were then the largest fines in U.S. labor
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history, distributing more than $9 million in restitution to some 1,200
employees.[11][12][13]Levi Strauss claimed no knowledge of the offenses, then
severed ties to the Tan family and instituted labor reforms and inspection
practices in its offshore facilities.
The activist group Fuerza Unida (United Force) was formed following the January
1990 closure of a plant inSan Antonio,Texas, in which 1,150 seamstresses,
some of whom had worked for Levi Strauss for decades, saw their jobs exported
toCosta Rica.[14]During the mid- and late-1990s, 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.[15][16][17]
The company took on multi-billion dollar debt in February 1996 to help finance a
series of leveraged stock buyouts among family members. Shares in LeviStrauss stock are not publicly traded; the firm is today owned almost entirely by
indirect descendants and relatives of Levi Strauss, whose four nephews inherited
the San Francisco dry goods firm after their uncle's death in 1902.[18]The
corporation's bonds are traded publicly, as are shares of the company's
Japanese affiliate, Levi Strauss Japan K.K.
In June 1996, the company offered to pay its workers an unusual dividend of up
to $750 million in six years' time, having halted an employee stock plan at the
time of the internal family buyout. However, the company failed to make cash
flow targets, and no worker dividends were paid.[19]In 2002, Levi Strauss began
a close business collaboration withWalmart, producing a special line of
"Signature" jeans and other clothes for exclusive sale inWalmartstores until
2006.[20]Levi Strauss Signature jeans can now be purchased at several stores in
the US, Canada, India, Pakistan and Japan.
According to theNew York Times, Levi Strauss leads the apparel industry in
trademark infringement cases, filing nearly 100 lawsuits against competitorssince 2001. Most cases center on the alleged imitation of Levi's back pocket
double arc stitching pattern (U.S.trademark#1,139,254), which Levi filed for
trademark in 1978.[21]Levi's has successfully suedGuess?,Polo Ralph
Lauren,Esprit Holdings,Zegna,ZumiezandLucky Brand Jeans, among other
companies.[22]
http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-11http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-11http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-13http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-13http://en.wikipedia.org/wiki/San_Antoniohttp://en.wikipedia.org/wiki/San_Antoniohttp://en.wikipedia.org/wiki/San_Antoniohttp://en.wikipedia.org/wiki/Texashttp://en.wikipedia.org/wiki/Texashttp://en.wikipedia.org/wiki/Texashttp://en.wikipedia.org/wiki/Costa_Ricahttp://en.wikipedia.org/wiki/Costa_Ricahttp://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-14http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-14http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-14http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-15http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-15http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-17http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-17http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-18http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-18http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-18http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-19http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-19http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-19http://en.wikipedia.org/wiki/Walmarthttp://en.wikipedia.org/wiki/Walmarthttp://en.wikipedia.org/wiki/Walmarthttp://en.wikipedia.org/wiki/Walmarthttp://en.wikipedia.org/wiki/Walmarthttp://en.wikipedia.org/wiki/Walmarthttp://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-20http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-20http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-20http://en.wikipedia.org/wiki/The_New_York_Timeshttp://en.wikipedia.org/wiki/The_New_York_Timeshttp://en.wikipedia.org/wiki/The_New_York_Timeshttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-21http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-21http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-21http://en.wikipedia.org/wiki/Guess%3Fhttp://en.wikipedia.org/wiki/Guess%3Fhttp://en.wikipedia.org/wiki/Guess%3Fhttp://en.wikipedia.org/wiki/Polo_Ralph_Laurenhttp://en.wikipedia.org/wiki/Polo_Ralph_Laurenhttp://en.wikipedia.org/wiki/Polo_Ralph_Laurenhttp://en.wikipedia.org/wiki/Esprit_Holdingshttp://en.wikipedia.org/wiki/Esprit_Holdingshttp://en.wikipedia.org/wiki/Esprit_Holdingshttp://en.wikipedia.org/wiki/Ermenegildo_Zegnahttp://en.wikipedia.org/wiki/Ermenegildo_Zegnahttp://en.wikipedia.org/wiki/Ermenegildo_Zegnahttp://en.wikipedia.org/wiki/Zumiezhttp://en.wikipedia.org/wiki/Zumiezhttp://en.wikipedia.org/wiki/Zumiezhttp://en.wikipedia.org/wiki/Lucky_Brand_Jeanshttp://en.wikipedia.org/wiki/Lucky_Brand_Jeanshttp://en.wikipedia.org/wiki/Lucky_Brand_Jeanshttp://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-22http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-22http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-22http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-22http://en.wikipedia.org/wiki/Lucky_Brand_Jeanshttp://en.wikipedia.org/wiki/Zumiezhttp://en.wikipedia.org/wiki/Ermenegildo_Zegnahttp://en.wikipedia.org/wiki/Esprit_Holdingshttp://en.wikipedia.org/wiki/Polo_Ralph_Laurenhttp://en.wikipedia.org/wiki/Polo_Ralph_Laurenhttp://en.wikipedia.org/wiki/Guess%3Fhttp://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-21http://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/The_New_York_Timeshttp://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-20http://en.wikipedia.org/wiki/Walmarthttp://en.wikipedia.org/wiki/Walmarthttp://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-19http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-18http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-17http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-15http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-15http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-14http://en.wikipedia.org/wiki/Costa_Ricahttp://en.wikipedia.org/wiki/Texashttp://en.wikipedia.org/wiki/San_Antoniohttp://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-13http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-11http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-11 -
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By 2007, Levi Strauss was again said to be profitable after declining sales in nine
of the previous ten years.[23]Its total annual sales, of just over $4 billion, were $3
billion less than during its peak performance in the mid 1990s.[24]After more than
two decades of family ownership, rumors of a possible public stock offering were
floated in the media in July 2007.[25]In 2009, it was noted in the media for selling
Jeans on interest-free credit, due to theglobal recession.[26][27]In 2010, the
company partnered withFilson, an outdoor goods manufacturer in Seattle, to
produce a high-end line of jackets and workwear.[28]
[edit]Advertising
Levi's marketing style has often made use of old recordings of popular music
intelevision commercials, ranging fromtraditional poptopunk rock. Notable
examples includeBen 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?"), as well as lesser known material, such
as "Falling Elevators" and "The City Sleeps" byMC 900 Ft. Jesusand "Flat Beat"
and "Monday Massacre" byMr. Oizo.
Many of these songs were re-released by their record labels as atie-inwith the
ad campaigns, resulting in increased popularity and sales of the recordings andthe creation of iconic visual associations with the music, such as the use of a
topless male model wearing jeans underwater in the 1986 adverts featuring
"Wonderful World" and "Mad about the Boy" and the puppet, Flat Eric, in the ads
featuring music by Mr. Oizo.
Songs popularized or re-popularized by Levi's commercials
Song title ArtistOriginal
recording
Year of
Levi's
advert
UK
chart
US
chart
http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-23http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-23http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-23http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-24http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-24http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-24http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-25http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-25http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-25http://en.wikipedia.org/wiki/Global_recessionhttp://en.wikipedia.org/wiki/Global_recessionhttp://en.wikipedia.org/wiki/Global_recessionhttp://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-26http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-26http://en.wikipedia.org/wiki/Filson_(company)http://en.wikipedia.org/wiki/Filson_(company)http://en.wikipedia.org/wiki/Filson_(company)http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-28http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-28http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-28http://en.wikipedia.org/w/index.php?title=Levi_Strauss_%26_Co.&action=edit§ion=4http://en.wikipedia.org/w/index.php?title=Levi_Strauss_%26_Co.&action=edit§ion=4http://en.wikipedia.org/w/index.php?title=Levi_Strauss_%26_Co.&action=edit§ion=4http://en.wikipedia.org/wiki/Television_advertisinghttp://en.wikipedia.org/wiki/Television_advertisinghttp://en.wikipedia.org/wiki/Television_advertisinghttp://en.wikipedia.org/wiki/Traditional_pop_musichttp://en.wikipedia.org/wiki/Traditional_pop_musichttp://en.wikipedia.org/wiki/Traditional_pop_musichttp://en.wikipedia.org/wiki/Punk_rockhttp://en.wikipedia.org/wiki/Punk_rockhttp://en.wikipedia.org/wiki/Punk_rockhttp://en.wikipedia.org/wiki/Ben_E_Kinghttp://en.wikipedia.org/wiki/Ben_E_Kinghttp://en.wikipedia.org/wiki/Ben_E_Kinghttp://en.wikipedia.org/wiki/Stand_by_Me_(song)http://en.wikipedia.org/wiki/Stand_by_Me_(song)http://en.wikipedia.org/wiki/Stand_by_Me_(song)http://en.wikipedia.org/wiki/Percy_Sledgehttp://en.wikipedia.org/wiki/Percy_Sledgehttp://en.wikipedia.org/wiki/Percy_Sledgehttp://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/Eddie_Cochranhttp://en.wikipedia.org/wiki/Eddie_Cochranhttp://en.wikipedia.org/wiki/Eddie_Cochranhttp://en.wikipedia.org/wiki/C%27mon_Everybodyhttp://en.wikipedia.org/wiki/C%27mon_Everybodyhttp://en.wikipedia.org/wiki/Marc_Bolanhttp://en.wikipedia.org/wiki/Marc_Bolanhttp://en.wikipedia.org/wiki/Marc_Bolanhttp://en.wikipedia.org/wiki/20th_Century_Boyhttp://en.wikipedia.org/wiki/20th_Century_Boyhttp://en.wikipedia.org/wiki/20th_Century_Boyhttp://en.wikipedia.org/wiki/20th_Century_Boyhttp://en.wikipedia.org/wiki/Screamin%27_Jay_Hawkinshttp://en.wikipedia.org/wiki/Screamin%27_Jay_Hawkinshttp://en.wikipedia.org/wiki/Screamin%27_Jay_Hawkinshttp://en.wikipedia.org/wiki/Heartattack_and_Vine_(song)http://en.wikipedia.org/wiki/Heartattack_and_Vine_(song)http://en.wikipedia.org/wiki/The_Clashhttp://en.wikipedia.org/wiki/The_Clashhttp://en.wikipedia.org/wiki/The_Clashhttp://en.wikipedia.org/wiki/The_Clashhttp://en.wikipedia.org/wiki/Should_I_Stay_or_Should_I_Gohttp://en.wikipedia.org/wiki/Should_I_Stay_or_Should_I_Gohttp://en.wikipedia.org/wiki/MC_900_Ft._Jesushttp://en.wikipedia.org/wiki/MC_900_Ft._Jesushttp://en.wikipedia.org/wiki/MC_900_Ft._Jesushttp://en.wikipedia.org/wiki/Mr._Oizohttp://en.wikipedia.org/wiki/Mr._Oizohttp://en.wikipedia.org/wiki/Mr._Oizohttp://en.wikipedia.org/wiki/Tie-inhttp://en.wikipedia.org/wiki/Tie-inhttp://en.wikipedia.org/wiki/Tie-inhttp://en.wikipedia.org/wiki/Tie-inhttp://en.wikipedia.org/wiki/Mr._Oizohttp://en.wikipedia.org/wiki/MC_900_Ft._Jesushttp://en.wikipedia.org/wiki/Should_I_Stay_or_Should_I_Gohttp://en.wikipedia.org/wiki/The_Clashhttp://en.wikipedia.org/wiki/The_Clashhttp://en.wikipedia.org/wiki/Heartattack_and_Vine_(song)http://en.wikipedia.org/wiki/Screamin%27_Jay_Hawkinshttp://en.wikipedia.org/wiki/20th_Century_Boyhttp://en.wikipedia.org/wiki/20th_Century_Boyhttp://en.wikipedia.org/wiki/Marc_Bolanhttp://en.wikipedia.org/wiki/C%27mon_Everybodyhttp://en.wikipedia.org/wiki/Eddie_Cochranhttp://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/Percy_Sledgehttp://en.wikipedia.org/wiki/Stand_by_Me_(song)http://en.wikipedia.org/wiki/Ben_E_Kinghttp://en.wikipedia.org/wiki/Punk_rockhttp://en.wikipedia.org/wiki/Traditional_pop_musichttp://en.wikipedia.org/wiki/Television_advertisinghttp://en.wikipedia.org/w/index.php?title=Levi_Strauss_%26_Co.&action=edit§ion=4http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-28http://en.wikipedia.org/wiki/Filson_(company)http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-26http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-26http://en.wikipedia.org/wiki/Global_recessionhttp://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-25http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-24http://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.#cite_note-23 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"Wonderful World" Sam Cooke 1960 1986 2
"I Heard It Throughthe Grapevine"
Marvin Gaye 1968 1986 8
"Stand by Me" Ben E. King 1961 1987 1
"When a Man Loves
a Woman"Percy Sledge 1966 1987 2
"C'mon Everybody"Eddie
Cochran 1958 1988 14
"The Joker"Steve Miller
Band 1973 1990 1
"Should I Stay or
Should I Go"The Clash 1982 1991 1
"20th Century Boy" T. Rex 1973 1991 13
"Mad about the Boy"Dinah
Washington
1952 1992
"Inside" Stiltskin 1994 1994 1
http://en.wikipedia.org/wiki/Wonderful_World_(Sam_Cooke_song)http://en.wikipedia.org/wiki/Wonderful_World_(Sam_Cooke_song)http://en.wikipedia.org/wiki/Wonderful_World_(Sam_Cooke_song)http://en.wikipedia.org/wiki/Sam_Cookehttp://en.wikipedia.org/wiki/Sam_Cookehttp://en.wikipedia.org/wiki/I_Heard_It_Through_the_Grapevinehttp://en.wikipedia.org/wiki/I_Heard_It_Through_the_Grapevinehttp://en.wikipedia.org/wiki/I_Heard_It_Through_the_Grapevinehttp://en.wikipedia.org/wiki/I_Heard_It_Through_the_Grapevinehttp://en.wikipedia.org/wiki/Marvin_Gayehttp://en.wikipedia.org/wiki/Marvin_Gayehttp://en.wikipedia.org/wiki/Stand_by_Me_(song)http://en.wikipedia.org/wiki/Stand_by_Me_(song)http://en.wikipedia.org/wiki/Stand_by_Me_(song)http://en.wikipedia.org/wiki/Ben_E._Kinghttp://en.wikipedia.org/wiki/Ben_E._Kinghttp://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/Percy_Sledgehttp://en.wikipedia.org/wiki/Percy_Sledgehttp://en.wikipedia.org/wiki/C%27mon_Everybodyhttp://en.wikipedia.org/wiki/C%27mon_Everybodyhttp://en.wikipedia.org/wiki/C%27mon_Everybodyhttp://en.wikipedia.org/wiki/Eddie_Cochranhttp://en.wikipedia.org/wiki/Eddie_Cochranhttp://en.wikipedia.org/wiki/Eddie_Cochranhttp://en.wikipedia.org/wiki/The_Joker_(song)http://en.wikipedia.org/wiki/The_Joker_(song)http://en.wikipedia.org/wiki/The_Joker_(song)http://en.wikipedia.org/wiki/Steve_Miller_Bandhttp://en.wikipedia.org/wiki/Steve_Miller_Bandhttp://en.wikipedia.org/wiki/Steve_Miller_Bandhttp://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/Should_I_Stay_or_Should_I_Gohttp://en.wikipedia.org/wiki/Should_I_Stay_or_Should_I_Gohttp://en.wikipedia.org/wiki/Should_I_Stay_or_Should_I_Gohttp://en.wikipedia.org/wiki/Should_I_Stay_or_Should_I_Gohttp://en.wikipedia.org/wiki/The_Clashhttp://en.wikipedia.org/wiki/The_Clashhttp://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/20th_Century_Boyhttp://en.wikipedia.org/wiki/20th_Century_Boyhttp://en.wikipedia.org/wiki/20th_Century_Boyhttp://en.wikipedia.org/wiki/T._Rex_(band)http://en.wikipedia.org/wiki/T._Rex_(band)http://en.wikipedia.org/wiki/Mad_about_the_Boyhttp://en.wikipedia.org/wiki/Mad_about_the_Boyhttp://en.wikipedia.org/wiki/Mad_about_the_Boyhttp://en.wikipedia.org/wiki/Dinah_Washingtonhttp://en.wikipedia.org/wiki/Dinah_Washingtonhttp://en.wikipedia.org/wiki/Inside_(Stiltskin_song)http://en.wikipedia.org/wiki/Inside_(Stiltskin_song)http://en.wikipedia.org/wiki/Inside_(Stiltskin_song)http://en.wikipedia.org/wiki/Stiltskinhttp://en.wikipedia.org/wiki/Stiltskinhttp://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/Stiltskinhttp://en.wikipedia.org/wiki/Inside_(Stiltskin_song)http://en.wikipedia.org/wiki/Dinah_Washingtonhttp://en.wikipedia.org/wiki/Dinah_Washingtonhttp://en.wikipedia.org/wiki/Mad_about_the_Boyhttp://en.wikipedia.org/wiki/T._Rex_(band)http://en.wikipedia.org/wiki/20th_Century_Boyhttp://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/The_Clashhttp://en.wikipedia.org/wiki/Should_I_Stay_or_Should_I_Gohttp://en.wikipedia.org/wiki/Should_I_Stay_or_Should_I_Gohttp://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/Steve_Miller_Bandhttp://en.wikipedia.org/wiki/Steve_Miller_Bandhttp://en.wikipedia.org/wiki/The_Joker_(song)http://en.wikipedia.org/wiki/Eddie_Cochranhttp://en.wikipedia.org/wiki/Eddie_Cochranhttp://en.wikipedia.org/wiki/C%27mon_Everybodyhttp://en.wikipedia.org/wiki/Percy_Sledgehttp://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/When_a_Man_Loves_a_Woman_(song)http://en.wikipedia.org/wiki/Ben_E._Kinghttp://en.wikipedia.org/wiki/Stand_by_Me_(song)http://en.wikipedia.org/wiki/Marvin_Gayehttp://en.wikipedia.org/wiki/I_Heard_It_Through_the_Grapevinehttp://en.wikipedia.org/wiki/I_Heard_It_Through_the_Grapevinehttp://en.wikipedia.org/wiki/Sam_Cookehttp://en.wikipedia.org/wiki/Wonderful_World_(Sam_Cooke_song) -
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"Turn On, Tune In,
Cop Out"Freak Power 1993 1995 3
"Boombastic" Shaggy 1995 1995 1
"Spaceman" Babylon Zoo 1995 1996 1
"Underwater Love" Smoke City 1997 1997 4
"A Nanny in
Manhattan"Lilys 1996 1998 16
"Whine and Grine" Prince Buster 1967 1998 21
"Flat Beat" Mr. Oizo 1999 1999 1
"Background Blues" Otto Sieben 1999 1999
"Before You Leave" Pepe Delux 2001 2001 20
"Crazy Beat" Blur 2003 2003 18
Though the company is experimented with
employee ownership and a public stock listing,
remains owned and controlled by descendants
http://en.wikipedia.org/wiki/Turn_On,_Tune_In,_Cop_Outhttp://en.wikipedia.org/wiki/Turn_On,_Tune_In,_Cop_Outhttp://en.wikipedia.org/wiki/Turn_On,_Tune_In,_Cop_Outhttp://en.wikipedia.org/wiki/Turn_On,_Tune_In,_Cop_Outhttp://en.wikipedia.org/wiki/Freak_Powerhttp://en.wikipedia.org/wiki/Freak_Powerhttp://en.wikipedia.org/wiki/Boombastic_(song)http://en.wikipedia.org/wiki/Boombastic_(song)http://en.wikipedia.org/wiki/Boombastic_(song)http://en.wikipedia.org/wiki/Shaggy_(musician)http://en.wikipedia.org/wiki/Shaggy_(musician)http://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/Spaceman_(song)http://en.wikipedia.org/wiki/Spaceman_(song)http://en.wikipedia.org/wiki/Spaceman_(song)http://en.wikipedia.org/wiki/Babylon_Zoohttp://en.wikipedia.org/wiki/Babylon_Zoohttp://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/Smoke_Cityhttp://en.wikipedia.org/wiki/Smoke_Cityhttp://en.wikipedia.org/wiki/Lilyshttp://en.wikipedia.org/wiki/Lilyshttp://en.wikipedia.org/wiki/Prince_Busterhttp://en.wikipedia.org/wiki/Prince_Busterhttp://en.wikipedia.org/wiki/Flat_Beathttp://en.wikipedia.org/wiki/Flat_Beathttp://en.wikipedia.org/wiki/Flat_Beathttp://en.wikipedia.org/wiki/Mr._Oizohttp://en.wikipedia.org/wiki/Mr._Oizohttp://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/Otto_Siebenhttp://en.wikipedia.org/wiki/Otto_Siebenhttp://en.wikipedia.org/wiki/Pepe_Delux%C3%A9http://en.wikipedia.org/wiki/Pepe_Delux%C3%A9http://en.wikipedia.org/wiki/Crazy_Beathttp://en.wikipedia.org/wiki/Crazy_Beathttp://en.wikipedia.org/wiki/Crazy_Beathttp://en.wikipedia.org/wiki/Blur_(band)http://en.wikipedia.org/wiki/Blur_(band)http://en.wikipedia.org/wiki/Blur_(band)http://en.wikipedia.org/wiki/Crazy_Beathttp://en.wikipedia.org/wiki/Pepe_Delux%C3%A9http://en.wikipedia.org/wiki/Otto_Siebenhttp://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/Mr._Oizohttp://en.wikipedia.org/wiki/Flat_Beathttp://en.wikipedia.org/wiki/Prince_Busterhttp://en.wikipedia.org/wiki/Lilyshttp://en.wikipedia.org/wiki/Smoke_Cityhttp://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/Babylon_Zoohttp://en.wikipedia.org/wiki/Spaceman_(song)http://en.wikipedia.org/wiki/List_of_number-one_singles_from_the_1990s_(UK)http://en.wikipedia.org/wiki/Shaggy_(musician)http://en.wikipedia.org/wiki/Boombastic_(song)http://en.wikipedia.org/wiki/Freak_Powerhttp://en.wikipedia.org/wiki/Turn_On,_Tune_In,_Cop_Outhttp://en.wikipedia.org/wiki/Turn_On,_Tune_In,_Cop_Out -
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and relatives of Levi Strauss four nephews. In
Levis, the main brand, was founded in 1873 in
San Francisco, specializing in denim jeans and
different lines of casual and street fashion.
Entered the European and Asian market in 1965
4. From the early 1960s through the mid 1970s,
Levi Strauss experienced explosive growth in its
business, by giving more casual look in blue
jeans. It acts as a catalyst for promoting the
brand. Levi Strauss Signature features jeans
wear and casual wear launched in 2003. 10,500
employees around the world in Levis.
5. LOCATION Levi Strauss & Co. is a worldwide
corporation organized into three geographic
divisions: - Levi Strauss America (LSA), Head
quarters San Francisco. - Levi Strauss Europe,
Middle East and Africa (LSEMA) Head quarters -
Brussels - Levi Strauss Asia Pacific Division
(APD), Head quarters Singapore.
6. LOCATION AROUND THE WORLDEUROPE
LATIN AMERICA ASIA PACIFICBelgium
Argentina Asia HomepageCzech Rep. Brasil
AustraliaDenmark Centro America
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ChinaDeutschland Chile Hong KongUK Colombia
IndiaFinland Ecuador IndonesiaFrance Mexico
JapanGreece Paraguay KoreaHungary Peru
MalaysiaIreland Uruguay New ZealandItalia
Venezuela PakistanNetherlands Singapore
7. JOINT VENTURES 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. Levi Strauss attempted to sell the
Dockers division in 2004 to relieve part of the
companys $2 billion outstanding debt.
8. FASHION IMAGE Fashion Image is a pictorial
representation of how the brand is looked upon in
the market. The fashion image mainly focuses on
comparison of this product with its competitor and
hence the term 4Ps comes into picture. A
fashion image and its graphical growth is directly
proportional to the growth in 4PS.
9. POSITION IN FASHION CYCLEPLC consists
of five main aspects: (1) product development;(2)
introduction;(3) growth; (4) maturity; and(5)
decline Levis have managed to re-invent their
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jeans brand through the use of different fabrics
and cuts that have given their product a new,
youthful look. In addition to those variations to
the common PLC, the concept can also be used
to describe (1) fads, (2) fashion, and (3) style.
10. Fads are fashions that are introduced and
adopted very quickly, but just as quickly can fall.
They typically have a limited following, but are
nonetheless adopted with real zeal, such as the
hula-hoop. Fashions grow more slowly but still
quite quickly before eventually witnessing a
decline. In some cases these become a style;
that is, they come back into fashion.
11. 4Ps Product Price Place Promotion
12. Product Red tab jeans offers traditional cuts
Silver Tab jeans define fashion looks with a
background of quality Levis jeans expanded its
fashion designs not only in men and women
apparels, but also in kids wear.
13. PRODUCT LINE SHIRTS JACKETS TOPS T-
SHIRTS MENS WEAR VEST UNDERWEAR
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BOTTOMLEVIS JEANS JEANS WOMEN WEAR
T SHIRTS JACKETS
14. MEN WEAR-PRICE T SHIRTSITEM SIE
PRICE RANGEBASIC T-SHIRT S, M, L, XL, XXL
399-699POLO NECK S, M, L, XL, XXL 599-
899VETAL NECK S, M, L, XL, XXL 1099-
1299HIGH NECK S, M, L, XL, XXL 899-1099V
NECK S, M, L, XL, XXL 797 (PACK OF
3)ROUND NECK S, M, L, XL, XXL 567 (PACK
OF 3) JACKETSITEM SIZE PRICE
RANGEDENIM L,XL,XXL 2799-3699LEATHER
L,XL,XXL 3599-5999SLEEVELESS L,XL,XXL
1299-3000WAIST COAT L,XL,XXL 1299-
2199FORMAL L,XL,XXL 1499-2599 CASUAL
SHIRTSITEM SIZE PRICE RANGECHECKS
M,L,XL,XXL 999-1799PRINTED M,L,XL,XXL
1599-2999LINEN SHIRT M,L,XL,XXL 1699-3299
JEANSITEMS SIZE PRICE RANGESTRAIGHT
28-42 1799-6990BOOT CUT 28-42 2299-
3200NARROW 28-42 2399-5300PENCIL FIT
28-42 2799-7200
15. WOMEN WEAR T-SHIRTS ITEM SIZE
PRICE RANGE BASIC S, M, L, XL, XXL 299-599
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FULL SLEEVES S, M, L, XL, XXL 699-1799
SLEEVELES S, M, L, XL, XXL 599-1299
SPEGETIS S, M, L, XL, XXL 499-1099 POLO
SHIRTS S, M, L, XL, XXL 599-1299 JACKETS
ITEM SIZE PRICE RANGE DENIM L,XL,XXL
4999-9999 LEATHER L,XL,XXL 3599-23000
SLEEVELESS L,XL,XXL 2499-8999 Cotton
L,XL,XXL 1499-2199 CASUAL SHIRTS ITEM
SIZE PRICE RANGE CHECKS M,L,XL,XXL 999-1799 PRINTED M,L,XL,XXL 1599-2999 LINEN
SHIRT M,L,XL,XXL 1699-3299 JEANS- ITEM
SIZE PRICE RANGE CAPRIS (DENIM) 28-36
2199-3299 CAPRIS (COTTON) 28-36 1899-
2499 BOOT CUT 28-36 2199-2899 STRAIGHT
28-36 1699-2299 NARROW 28-36 2599-3799
PENCIL FIT 28-36 2999-4199 SLIM FIT 28-36
2499-3499
16. INNERWEAR ITEM SIZE STYLE CODE
PRICE RANGE R/N INNER SHIRT S,M,L,XL 301
149-249 SLEEVELESS S,M,L,XL 302 149-249
VEST INNER SHIRT COMFORT SHIRT
S,M,L,XL 304 149-249 SLEEVELESS S,M,L,XL
401 149-249 VEST SQUARE NECK S,M,L,XL
402 149-249 VESTITEMS SIZE STYLE PRICE
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RANGE CODEMODERN TRUNK S,M,L,X 403
199 LFASHION BRIEF S,M,L,X 601 250
LRETRO BOXER S,M,L,X 603 209 LFASHION
TRUNK S,M,L,X 604 285 LCRUISER SHIRT
S,M,L,X 607 299 BRIEF LFASHION BOXER
S,M,L,X 608 399-500SHORT LBOXER BRIEF
S,M,L,X 101 200-300 LHIP BRIEF S,M,L,X 102
299 LSTRING BIKINI S,M,L,X 103 399
LCOMFORT BRIEF S,M,L,X 104 269 LACTIVBRIEF S,M,L,X 105 309 L
17. Place Vast distribution channels spread all
over the world In Asia it has the brand
distribution in the countries like China, Guam,
India & Japan In India, its products are
distributed by MAYUR MARKETING, which is
headquartered at New Delhi
18. Promotion Aggressive campaigns Launch
and promotions are coordinated with licenses in
various countries. Advertisements through mass
media such as print and electronic transmission
bell boards and on the internet are some of
LEVIS way of raising brand awareness among
the consumers
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19. CSR CSR/Sustainability San Francisco
Business Times Green Business of the Year
Award Large Company (2009) Catholic
Charities CYO Loaves & Fishes Outstanding
Corporate Philanthropy Award (2008) World
Affairs Council of Northern California Award for
Corporate Citizenship in a Global Economy
(2005) The Points of Light Foundation George
Bush Corporate Leadership Award &,dash; toLS&CO. Chairman Robert Haas for his strong
commitment to volunteerism, both through
personal example and by sponsoring employee
programs (2004)
20. Ms. Foundation Gloria Corporate
Philanthropy Award to the Levi Strauss
Foundation (2004) San Francisco Beautiful
corporate award in recognition of their
inaugural Community Day, held in 2000 (2001)
Council on Economic Priorities corporate social
responsibility survey LS&CO. is ranked first out
of 320 companies and assigned an A rating for
charitable giving, disclosure, family benefits,
minority advancement, womens advancement
and workplace issues (2000)
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21. The Campaign: jeans for life jeans for life
triple play:Levis jeans are durable and long-
lastingLevis jeans can be worn throughout
your life across agesLevis jeans can be worn
during whatever you are doing in your life
Advertising campaign will make use of the jeans
for life tagline, but will incorporate all three ideas
in different ways
22. Marketing ActivitiesMarket Segmentation -
2009
23. World Market Share - 2009
24. About Levis Strauss(India) Established in
1994 Bangalore in Jun 1995 The company
market Levis, Dockers San Francisco Levis
has become the largest and most iconic jeans
wear brand in the country 270 exclusive stores,
500 other points of sale, across more than 200
towns across India. "Most Admired Jeanswear
Brand of the Year" for six years in a row.
25. Levis India: CSR Values- Empathy,
Courage, Integrity and Originality It reflects
legacy of responsible corporate citizenship. It
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guide its commitment to philanthropy and
community involvement. Supporting programs
like economic empowerment of youth and
women, educational programs, promote
awareness , etc. Awareness for HIV Aids
26. LEVIS CHANGES THE WORLD OF INDIAN
YOUTH! Priyanka Chopra to feature in new
Levis music video. Levis launches
Fellowships, Music Cards and a whole lot more.
Customized Chevy Beats, iPhones, Mac Books &
iPod Shuffles up for grabs A first of its kind
collaboration in India, between two iconic
American brands, the Levis + Chevy Beat
custom-cut vehicles. 2010 brand ambassador
Imran Khan
27. TV Advertisement
28. Print Ads
29. Print Ads
30. Print Ad
31. Media Placement Choosing media placement
based on reach to target audience
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32. Digital Media StrategyObjective: Create
forums in which customers can interact with each
other and with Levis to build brand image and
loyalty.Venues: Website Corporate website
(levi.com) linked to by over 1,000 sites Face
book Largely trafficked, 60% of our target
market are users Primary face of our digital
media campaign YouTube Reach 52% of our
potential customer base Allows for moreactive extension of jeans for life campaign
Twitter Linkage to corporate website, Face
book, YouTube Announce promotions, how-to
videos, engage with customers
33. SponsorshipWWE wrestler Batista Nathans
Hot Dog Eating Competition
34. Insight Target Consumer, Behavior Who is
our SVC: Male, 25-45 yrs old (bulls eye: 30-35)
Not terribly price sensitive Wants value for
money Will not compromise on fit Owns few
pairs of jeans, wears them longer Currently not
brand loyal Purchase behavior: Buy for
themselvesDont shop for pleasure Focus on
fit, comfort will pay extra for quality
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35. Strength WeaknessOpportunity & Threat
Price Innovative product Weakness
Understanding Of the Market Quality Brand
Image36. Strength
Changing dressing style Untapped
MarketThreat37. Opportunity
38. SEASON Apr-July : 33% Of Products Order
Confirmation: january Goods At Warehouse: mid
March At Stores: April Repeat Orders: May
39. Aug-Nov: 40% Of Products Order
Confirmation: May Goods At Warehouse: Mid
July At Stores: August Repeat Orders:
September Nov-Jan: 27% Of Products Order
Confirmation: August Goods At Warehouse:
September At Stores: October-mid Repeat
Orders: December
40. Technology Intellifit system: Intellifit system is
one of the most advanced measuring system
used in Levis stores. In which, full body scanning
takes place, gives a very precise measurement.
This is also used for customized production of the
garments.
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41. Intellifit system
42. MODE OF SOURCING Levis works with
direct sourcing in INDIA LEVIS signs a contract
with all the supply chain suppliers with a major
focus on sustainability and eco-friendly goods.
Cotton Fabric Product Suppliers Distribution
Retail
43. SUPPLY CHAIN FIBRE: More than 95% of
all Levis products are made with cotton grown
in the U.S., China, India, Pakistan, Turkey or one
of the many other countries where cotton is
farmed.
44. FABRIC Once the cotton leaves the fields, it
is spun and made into fabric by mills around the
world. LEVIS generally do not purchase fabric
directly from the mills, but takes important steps
toward partnering with them in their drive toward
sustainability.
45. PRODUCT SUPPLIERS LEVIS is committed
to Responsible Global Sourcing. LEVIS contract
production from manufacturing suppliers that cut,
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sew, finish and wash our products. Hence they
build sustainability directly into the contracts.
46. DISTRIBUTION Once the garments are
ready for shipment , LEVIS distributes them
through their own logistics department The INDC
is generally the head office at US. 90% of goods
to local retail stores 10% of goods done on-line
47. PAYMENT AND SHIPMENT Means of LC-60
DAYS CREDIT PAYMENT PRICING DONE ON
FOB TERMS ONLY AFTER APPROVAL OF
PACKING LIST SHIPPING DONE THROUGH
NOMINATED LOGISTICSS
48. SAMPLE MOVEMENT SALES MAN
SAMPLES PICTORIAL SAMPLES
DEVELOPMENT SAMPLES INITIAL PRODUCT
SAMPLES GREEN TAG SAMPLES YELLOW
TAG SAMPLES SHIPMENT SAMPLES
49. QUALITY STANDARDS PP MEETING-
INITIAL PRODUCT INSPECTION 1.After
confirmation of GTS samples 2.Production starts
after PP meeting INLINE INSPECTION 1. After
production starts 2. Checking of Test reports
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INLINE INSPECTIONMIDWAY 1.Checking of
error correction FINAL INSPECTION 1.After
Production
50. PROFIT TO SUPPLIERS Normally for the
new suppliers the profit margin is 12 % In the
year 2009 , during the time of recession the profit
given to suppliers was 6% of the total value
51. SUPPLIERS FROM INDIA Alpine Apparels
Pvt Ltd - Bangalore Ambattur Clothing Company
- Chennai Aviram Knitters - Tirupur GO GO
International - Tirupur BEST Garments - Tirupur
Bombay Rayon - Bombay Casual garments -
Tirupur EXIM Clothing - Tirupur
52. PRODUCTS SOURCED FROM
INDIASOUTH INDIAMANUFACTURERS Knit
Wear Segment: 23% from Tirupur Woven
Shirting Segment: 2% from Chennai Denim
Segment: 12% from Bangalore
53. TRADEMARKSLevis has more than 5,000
trademark registrations and pendingapplications
in approximately 180 countries The Levis,
Dockers, the Arcuate Stitching Design, the Tab
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Device, the Two Horse Design and the Wings
and Anchor being the core of all
54. ECO-FRIENDLY Ecofriendly : LEVIS
BRAND LAUNCHES 100% ORGANIC COTTON
JEANS Red Tab and, the recently launched,
Levis Capital E lines. The jeans will be identified
as Levis Eco.
55. NOMINATED SUPPLIERSFABRICS Arvind
Mills -India Alok Fabrics -India Jay Gee Melwani
Group -Singapore HydePark Denim
CompanyTRIMS Paxar-India,Bangaladesh
KRF -India East Coast -Honk Kong
56. COMPETITIVE EDGE Effective
communication to customer complaints Contract
systems with suppliers LEVIS audit done based
on social compliance and environmental
standards in equal intervals of time