Levis Strauss & Co. an Analysis

Topics: Jeans / Pages: 10 (2383 words) / Published: Apr 7th, 2010
Levi Strauss & Co.
An Analysis

EEP 142 Group Project Young Lee James Moon Michael Lin

Problem
•The Levi Strauss company is experiencing losses and is continuing to under-perform in the denim jean market. •The firm faces the general problem of a dominant firm losing market share when more firms enter the market.

Problem Background Successes Competition Solutions Responsibility Conclusion Q&A

Background
- History
•The company was founded by Levi Strauss in 1853 primarily selling wholesale dry goods. The company was founded in San Francisco, California. •A tailor named Jacob Davis thought of an idea to use copper rivets to reinforce the points of strain on pants. •Davis and Strauss purchased the patent of the idea of using copper rivets in clothing on May 20, 1873.

Problem Background Successes Competition Solutions Responsibility Conclusion Q&A

Background
- Company Growth
•The innovation of the rivets in the jeans differentiated Levi’s jeans from others because of its increased durability. •Over the years, Levi’s jeans have become more popular, initially due to its durability. Jean products expanded, targeting different consumers. •Levi Strauss & Co. eventually captures most of the denim jean market, becomes the largest manufacturer of jeans, and profits reach $1 billion by 1974.

Problem Background Successes Competition Solutions Responsibility Conclusion Q&A

Background
- Time Line
•1853: Levi Strauss begins selling dry goods in San Francisco. •1873: Levi Strauss & Co. patent riveted jeans and begin selling them. •1912: Koveralls, denim playsuit for children, is first nationally sold product for the company. •1935: Company sells first blue jeans for women. •1940s: U.S. government issues denim work clothes for employees in the defense industry. •1974: Company sales reach $1 billion •1986: Company introduces Dockers as a new casual line of clothes
Problem Background Successes Competition Solutions Responsibility Conclusion Q&A



References: Frith, Maxine. “The Ethical Revolution Sweeping Through the World’s Frith, World’ Sweatshops.” commondreams.org. 16 April 2005. 2 May 2008 Sweatshops.” commondreams.org. .

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