“The Original” Levi Strauss Denim Jeans Jie Zhao - Evan Gross BA 390

Levi Strauss issued patent on 20 May, 1873 San Francisco, CA Popular with working class in the West. World War II - essential commodity 50’s-70’s embraced by youth subcultures

Monopolized Denim Market for over 100 years. More Competitors Bad Publicity Missed Specialized Jeans Trend

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

Differentiation in the US “Levi Strauss Signature” Wal-Mart Specific Compatibility with brand image Wal-Mart cutting clothing sales; Levi’s shifting to Target

Current US Market Position Market Segments Encircled Current Target Market Youth Quality at an affordable price. Concerned with Sustainability.

Recent Marketing Strategies 70 Levi’s outlet stores opened in additional stores in Premium Brand Levi Stores in London, New York, Boston, and Malibu.

Different attitudes Average 100 dollars L.V.C. could cost 250 dollars

Price position

were born between 1980 to 1989 about 240 million people economic growth multiculture Comfortable with technology ……

From: CNCIC, 21-Jan-2011

Product Good quality Variety and innovative

Differentiated marketing strategy: Launched in Aug 2011 Aimed at China Price is around 50 dollars

Future Marketing Outlook CEO Charles Bergh hired June –Former CEO of Proctor and Gamble Global Marketing Expertise –Rebecca Van Dyck hired March 2, 2011 (iPhone, iPad, iPod+iTunes)(Just Do It) –“Fully integrated marketing strategies… [worldwide]” Global Message –“Go Forth” will be used in 24 countries worldwide –Cost Reduction, Recognition Global Fit –Retooling of facilities for the same fit worldwide.

Use of Walt Whitman Revolutionary Flavor Industrious “Original”

“Levi’s Marketers Hope One Size Fits All,” July “Levi’s Brand Appoints Global Chief Marketing Officer,” marketing-officer html, March 2, marketing-officer html 6.“New Levi’s marketing chief Rebecca Van Dyck sends W+K’s ‘go forth’ campaign global,” rebecca-van-dyck-sends-wks-go-forth-campaign-global/, July 11, 2011” rebecca-van-dyck-sends-wks-go-forth-campaign-global/ 7.“Levi Strauss & Co.,” 8.“ Annual Reports, Levi Strauss,”