Levi's strauss presentation for Apparel Manufacturing and Merchandising

1. PRESENTATION ON
A RETAIL BRAND
SELECTED BRAND :
PRESENTED BY
SIVA SAKTHI A.
KATHIRAVAN R.
ROSHAN RAJA K.
POONAM PUROHIT
VINAY PRAJAPATI
DEPARTMENT OF FASHION TECHNOLOGY
MASTER OF FASHION TECHNOLOGY
NIFT, GANDHINAGAR

2. LEVI’S HISTORY
• Levi Strauss & Co. (LS&CO) is a privately held clothing
company.
• It is well known worldwide for its Levi's brand of denim jeans.
• It was founded in 1853 by Levi Strauss.
• First showroom started at San Francisco.
• The company began producing denim overalls in the 1870s.

3. • Though the company is experimented with employee
ownership and a public stock listing, remains owned and
controlled by descendants and relatives of Levi Strauss' four
nephews.
• In Levi's, 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 Levi’s.

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 WORLD
EUROPE LATIN AMERICA ASIA PACIFIC
Belgium Argentina Asia Homepage
Czech Rep. Brasil Australia
Denmark Centro America China
Deutschland Chile Hong Kong
UK Colombia India
Finland Ecuador Indonesia
France Mexico Japan
Greece Paraguay Korea
Hungary Peru Malaysia
Ireland Uruguay New Zealand
Italia Venezuela Pakistan
Netherlands 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 company's $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 4P’s comes
into picture.
• A fashion image and its graphical growth is directly
proportional to the growth in 4P’S.

9. POSITION IN FASHION CYCLE
PLC consists of five main aspects:
(1) product development;
(2) introduction;
(3) growth;
(4) maturity; and
(5) decline
• Levi's have managed to re-invent their 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. 4P’s
• Product
• Price
• Place
• Promotion

12. Product
• Red tab jeans offers traditional cuts
• Silver Tab jeans define fashion looks with a background of
quality
• Levi’s 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
BOTTOM
LEVIS
JEANS
JEANS
WOMEN WEAR T SHIRTS
JACKETS

14. MEN’ WEAR-PRICE
T – SHIRTS
ITEM SIE PRICE RANGE
BASIC T-SHIRT S, M, L, XL, XXL 399-699
POLO NECK S, M, L, XL, XXL 599-899
VETAL NECK S, M, L, XL, XXL 1099-1299
HIGH NECK S, M, L, XL, XXL 899-1099
V NECK S, M, L, XL, XXL 797 (PACK OF 3)
ROUND NECK S, M, L, XL, XXL 567 (PACK OF 3)
JACKETS
ITEM SIZE PRICE RANGE
DENIM L,XL,XXL 2799-3699
LEATHER L,XL,XXL 3599-5999
SLEEVELESS L,XL,XXL 1299-3000
WAIST COAT L,XL,XXL 1299-2199
FORMAL L,XL,XXL 1499-2599
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
ITEMS SIZE PRICE RANGE
STRAIGHT 28’-42’ 1799-6990
BOOT CUT 28’-42’ 2299-3200
NARROW 28’-42’ 2399-5300
PENCIL FIT 28’-42’ 2799-7200

15. WOMEN WEAR
T-SHIRTS
ITEM SIZE PRICE RANGE
BASIC S, M, L, XL, XXL 299-599
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
VEST
ITEMS SIZE STYLE PRICE RANGE
CODE
MODERN TRUNK S,M,L,X 403 199
L
FASHION BRIEF S,M,L,X 601 250
L
RETRO BOXER S,M,L,X 603 209
L
FASHION TRUNK S,M,L,X 604 285
L
CRUISER SHIRT S,M,L,X 607 299 BRIEF
L
FASHION BOXER S,M,L,X 608 399-500
SHORT L
BOXER BRIEF S,M,L,X 101 200-300
L
HIP BRIEF S,M,L,X 102 299
L
STRING BIKINI S,M,L,X 103 399
L
COMFORT BRIEF S,M,L,X 104 269
L
ACTIV BRIEF 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 LEVI’S way of raising brand awareness among the
consumers

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; to LS&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, women's advancement and
workplace issues (2000)

21. The Campaign: “jeans for life”
• “jeans for life” triple play:
– Levi’s jeans are durable and long-lasting
– Levi’s jeans can be worn throughout your life across ages
– Levi’s 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 Activities
Market Segmentation - 2009

23. World Market Share - 2009

24. About Levis Strauss(India)
• Established in 1994
• Bangalore in Jun 1995
• The company market Levi’s, Dockers San Francisco
• Levi's® 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. Levi’s India: CSR
• Values- Empathy, Courage, Integrity and Originality
• It reflects legacy of responsible corporate citizenship. It 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. LEVI'S® CHANGES THE WORLD OF INDIAN
YOUTH!
• Priyanka Chopra to feature in new Levi’s® music video.
• Levi’s® 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 Levi’s® + 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

32. Digital Media Strategy
Objective:
Create forums in which customers can interact with each other and
with Levi’s 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 more “active” extension of “jeans for life” campaign
• Twitter
– Linkage to corporate website, Face book, YouTube
– Announce promotions, how-to videos, engage with customers

33. Sponsorship
WWE wrestler Batista
Nathan’s Hot Dog
Eating Competition

34. Insight Target Consumer, Behavior
• Who is our SVC:
– Male, 25-45 yrs old (bull’s 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 themselves
– Don’t shop for pleasure
– Focus on fit, comfort – will pay extra for quality

35. Strength Weakness
Opportunity & Threat

36. Strength
 Brand Image
 Quality
 Understanding Of the
Market
 Innovative product
Weakness
 Price

37. Opportunity
 Untapped Market
Threat
 Changing dressing
style

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 Levi’s stores.
In which, full body scanning takes place, gives a very precise
measurement.
This is also used for customized production of the garments.

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 Levi’s® 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, 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
• INLINE INSPECTION –MIDWAY
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 INDIA
SOUTH INDIA –MANUFACTURERS
• Knit Wear Segment: 23% from Tirupur
• Woven Shirting Segment: 2% from Chennai
• Denim Segment: 12% from Bangalore

53. TRADEMARKS
Levis has more than 5,000 trademark registrations and pending
applications in approximately 180 countries
The Levi’s, Dockers, the Arcuate Stitching Design, the Tab
Device, the Two Horse» Design and the Wings and Anchor
being the core of all

54. ECO-FRIENDLY
• Ecofriendly : LEVI’S® 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 SUPPLIERS
FABRICS
• Arvind Mills -India
• Alok Fabrics -India
• Jay Gee Melwani Group -Singapore
• HydePark Denim Company
TRIMS
• 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

57. THANK YOU