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Travis HogueEric Johnson
Brian Pavlukovich
Started Levi Strauss in 1873 in San Francisco
1873 patented a more durable pair of blue jeans
1936 added the red tab to the pocket to identify
Popularized blue jeans They are the worlds largest brand-name
apparel manufacturer Own the Dockers brand
Wall Street Journal Joining the premium denim market Late entry in the market due to:
Crushing debt Restructuring of operations Discontinuation of product lines
Results: Missed out on the designer jeans craze in early
2000s Survived the recession Aggressive retail expansion Marketing of new premium line
Two new brands: Made and Crafted
Better fabrics and fit Appealing to affluent
consumers Levi’s Vintage
Clothing Reproductions of
classic items from the brand’s history
Aggressive Retail Expansion Opened 154 new
stores in 2009 Distribution
Boutique stores London’s Regent
Street High end retailers
Saks Fifth Avenue Barneys New York
International Standardization of
501 jeans Global Campaign
Retail Management Store Positioning Brand Image Retail Life Cycle
Levi’s in maturity stage
Resource Advantage Theory Value for the money
What we think of the article Norms
What do you think of Levis expansion, has anyone noticed more stores?
Would you ever buy a $199 pair of Levis Jeans?
Did you know that executives from Ralph Lauren helped design these jeans?
Would you buy them now?
Lynn Downey, “Levi Strauss: a short biography” 2008 http://online.wsj.com/article/
SB10001424052702303695604575182252816707936.html?mod=WSJ_business_LeftSecondHighlights