BRAND

MANAGEMENT

Presented by:
Nalini
Ritika
Manisha

LEVIS HISTORY
Founded in 1853 by LEVI STRAUSS.
First showroom started at SAN
FRANCISCO.
The company began producing denim
overall in the 1870s.
In 1873, the first blue jeans was made.
The company remains owned and
controlled by descendants and relatives

LEVIS STRAUSS
Levis entered the Indian market in
(INDIA)
1994-95.
Headquarters is in Bangalore .
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.
Levis ranges in India include-

TODAYS SCENARIO
Levi Strauss & Co. (LS &CO.), one of the
worlds largest apparel manufacturer
brand.
Global leader in Jeanswear.
Its a youth oriented brand. 90% of
their merchandise is focused on casual
wear.
Manufactures jeans in approximately
108 sizes and 20 finish fabrics.

The company designs and market jeans ,

casual wear and related accessories for
men, women & children.
From Asia, major contribution comes to
Levis from North India.
Sold in over 110 countries worldwide
through a combination of 2800 chain
retailers , department stores, online sites
and a global footprint of approximately
2,800 retail stores and shop-in-shops.

LEVIS CURRENT
POSITIONING
TYPE
INDUSTRY
NUMBER OF
LOCATIONS
OPERATED STORES

: PRIVATE
: CLOTHING
: 2800 COMPANY

AREA SERVED

: WORLDWIDE

REVENUE
(2013)

: $4.68 BILLION

OPERATING INCOME

: $ 484 MILLION

LEVIS BRAND
PRODUCT
LINE
MENS WEAR : TOPS
BOTTOMS
SHIRTS
JEANS
JACKETS
UNDERWEAR
T-SHIRTS
VESTS
WOMEN WEAR :TOPS
BOTTOMS

A Levis
means
Levis is synonymous
to Jeans
Trust
Quality
Style
Comfort
Durability
A denim beyond age, time and fashion trends

Denizen

Levis
Brands

Levis

Levis strauss
signature
Levis 105
original

Dockers

LEVIS
COMPETITORS

LEVIS BRAND
IDENTITY
BRAND LOGO:

TAGLINES:
A style for every story.
Quality never goes out of style.
Levis. Original jeans. Original people
Have you ever had a bad time in

BRAND
Levis givesCONCEPT
everyone the opportunity
to craft
experiences
and opportunities by building
confidence through durable clothing.

BRAND
REFLECTION
Wearing Levis Jeans =
Being cool

LEVIS BRAND
REAL: Rooted
PERSONALITY
in who we are
and put or
values into action.
ADVENTUROUS : Seek
adventure and encourage
explorations.
MOTIVATED: Remain focused
and deliver on promises.

STRATEGIES
The strategy that
Levis has adopted
is basically on
having long term
relations with their
customers and to
provide them with
better products.

Re-introducing
the 501 CT JEANS
COLLECTION which
will bring the
street look again.

Levis also involve itself in events: Fashion shows

university/ college events
Reality shows
Concerts

Give strong message from their campaigns: WASTE<LESS JEANS

(made with significantly wit less water)

Advertisements are done through MASS MEDIA such as prints

and electronic transmission and on internet are some of Levi's
ways of raising brand awareness among consumers.
Always engage in AGGRESSIVE CAMPAIGN.
Levis make innovative advertisments and target younger crowd.
Recently they have launched the LIVE IN LEVIS project

They have also introduced LEVIS KHADI

COLLECTION.

SUGGESTIONS
All the stores should have all common
categories of apparels that the brand
avails.
They should work on their online
website more.