Levi Strauss business model

A-Level: Business Studies

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I.Introduction
• Largest and Most successful brand name apparel business in the world
• It sells its distinctive clothing under Levi’s, Dockers and Slates brands in more than 60 countries around the world

• ‘Not so much a product as an icon.Along with Coca Cola, Gillette,McDonald’s, rock music and TV sitcoms, they are a coveted symbol of the casual, unpretentious American lifestyle’ Forbes magazine, March 1996

• 1856-Levi Strauss opened his first store selling supplies to California gold rush miners-powerful heritage

• Focus on the our core youth market-the consumers that made Levi Strauss&Co. and the Levi brand what they had both become!

II.How to build a strong brand
Strategy for success-deceptively simple:

• Target consumers world-wide for the Levi’s brand are 15-19 young men who buy aprox. 30% of all jeans sold.=>the other categories will follow

• Original American blue jeans

• We never forget our roots

• Remain aware of the aware of social, cultural and consumer trends

• Extraordinary blend of forward-looking and traditional in the way we bring the Levi’s brand to the market
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