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These guide every decision we make and every action we take

LEVI’S MISSION STATEMENT:

To sustain responsible commercial success as a global marketing company of branded apparel

TIMELINE

1873: Levi Strauss and Jacob Davis invent the first ever blue jeans, made from durable denim and featuring the iconic copper rivets. Invented for working men

1934: The invention of lady Levi’s. Levi Strauss & Co. introduced the first blue jeans for women.

1936: The first use of the Red Tab. The Red Tab was added to the right back pocket of the 501 jean to differentiate the products from competitors.

1965: International Division is formed. Levi’s set up offices and factories throughout Europe and Asia

2003: Levi Strauss Signature Launches. Giving consumers access to products with heritage.

2015: Screened Chemistry Program. A program that examines the health and environmental impacts of chemicals to find a safer alternative.

2015: Levi’s new women’s denim collection launches globally.

2016: Water<Less and worker well-being programs were opened in hopes of making a greater impact on the planet and those who work in the industry.

2017: Designed for the urban commuter, jacquard technology woven into this Levi’s jacket lets you access your music, navigation and communications with the swipe of your sleeve.

2018: Introduction of Project F.L.X. Digitizes denim finish design and development. Created a responsive and sustainable supply chain.

Emma designed an exclusive collection of laid-back looks for Levi’s®. Emma channelled her energy into crafting six mix-and-match separates inspired by pieces she’s loved and lived in. All the pieces sort of remind me of things that I would freak out over if I saw them at the thrift store. I wanted them to have classic silhouettes that you could wear for the next ten years and never get sick of. I think all these pieces are very timeless like that.

Levis x Kenzo

KENZO and Levi’s® come together for the Fall 2023 capsule collection. the collection epitomises ‘real-to-wear' functionality. The Denim Collection is a blend of East and West, combining the cultural heritage of the fashion house with American roots. The collection features Kaihara premium Japanese denim and blends classic workwear and traditional Japanese dressmaking, embodying founder Kenzo Takada's ethos of combining timeless traditions with modern innovation.

Levis x Crocs

Cros and Levis shared beliefs in encouraging authentic self-expression, the collaboration was a perfect fit. Combining casual comfort with quality design, the collection consists of three clogs reimagined with the timeless appeal of Levi’s® denim. The capsule is rooted in style & versatility to appeal to fans around the world and redefine the possibilities of casual footwear.

Levis x New Balance

Levi’s® and New Balance return with a new collection that utilizes durable Levi’s® denim on the classic New Balance MT580 silhouette. The Levi’s® x New Balance MT580 collection is offered in two distinct colour ways, inspired by mountain bikes & apparel from that era. To celebrate the 150th anniversary of the 501® Jean, each shoe is integrated with Levi’s® signature Shrink-To-Fit™ denim.

Levis x Barbie Ferriere

The actress and style icon applies her creative vision to a ‘90s inspired collection. This eight-piece range brings her imagination and sketches to life with her favorite color palettes and fits – Featuring bold bunny graphics, lace-up details, striking all-over prints, and her take on our iconic 501® Jean.

1. How does Levi's position itself in the denim market, and what are the key elements of its brand identity?

   
   

   Levi positions itself as a classic, authentic, and timeless denim brand. The key elements of its brand identity are quality, heritage and rebellious spirit.

   
   

2. Conduct a Porter's Five Forces analysis for Levi's, considering factors such as the bargaining power of suppliers and the threat of new entrants.

   
   Bargaining power of suppliers: Moderate, as there are multiple denim suppliers available Threat of new entrants: Low, due to Levi's strong brand recognition and customer loyalty.
   Bargaining power of buyers: Moderate, as there are other denim brands in the market.
   Threat of substitutes: Moderate, as there are other clothing options available.
   Competitive rivalry: High, as there are other established denim brands in the market.

   
   

3. Perform a SWOT analysis for Levi's, highlighting its strengths, weaknesses, opportunities, and threats

   
   Strengths: Strong brand recognition, quality products, and a loyal customer base.
   Weaknesses: Dependence on the denim market, and potential vulnerability to changing fashion trends.
   Opportunities: Expanding into new markets, and diversifying product offerings.
   Threats: Intense competition, fast fashion brands, and economic fluctuations.

• Levi's is located in Regent St

• Levi's is positioned near brands such a Boss, Reiss, Calvin Klein, Gant, Lacoste,

PRODUCTS:

• The main product category is Jeans

• The jeans are displayed on the first floor

• The jeans are organised by the type of jean

• The floor below has other products such as jackets

• Every product sold is of good quality

CUSTOMERS:

• There weren’t many customers in the store

• The customers that were in there were of the older generation - millennials

• The store itself is interesting but doesn’t stand out as a flagship store so not a unique customer experience

SUSTAINABILITY:

• As you first enter the store there is a customise, alter and repair section.

TOUCHPOINTS:

• They have a loyalty programme and the store encourages people to sign up by the use of QR codes

• The employees were friendly, they asked if we needed any help. They were all wearing Levi's products

• They advertised that you can get 20% off when using a student discount

• Every pair of 501s tells a story: the story of you, written in rips and fades.

• It’s the standard, a garment that simply works. In so many ways, and on so many kinds of people.

• There are as many ways to wear 501s as people are sporting them. As 150 years of Levi’s history proves, the world’s all-time favourite blue jeans are the answer to pretty much any fashion query.

  
  

The new exclusive collection will provide Gen Z customers with the perfect on-trend jeans they are looking for.

Price - An item should be sold at the right price for consumer expectations, neither too low nor too high.

As Gen Z would have a lower income as they’re in the early stages of their career these jeans will be at a retail price of £90 which is slightly lower than the average £100 they sell their jeans for.

Promotion - The public needs to be informed about the product and its features to understand how it fills their needs or desires.

This exclusive collection will be advertised online which is wear Gen Z will see the brand's content the most.

Place - The location where the product can be purchased is important for optimizing sales.

The product will be available to purchase in-store, online and at a pop-up shop for this collection.