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분야
docIn the 1850’s an immigrant who came to San Francisco from New York established Levi’s Strauss. For the first 100 years, LS&CO was a private company owned solely within the family members. However, in 1971 with the expansion, the company went public. However, again in 1985, CEO Robert Haas repurchased publicly held shares with a 42% premium over the market price. These attempts made it clear that LS & CO wanted to keep the company within the family. The reason for it was “to focus on long-term strategies. Also, to become free from worries about quarter-to-quarter results all the time while taking more risks.”
LS & CO was particularly careful to protect its brand name. The company registered its trademark, Levi’s, in more than 150 countries, calling it “the most recognized apparel brand and one of the most famous consumer brand names in the world.” However, problem with protecting brand name arouse with the expansion to other countries. During its early years, Levi Strauss did most of its manufacturing in its own facilities or through a small number of contractors in the United States. However, for low cost, LS &CO moved an increased portion of its production to contract manufacturers, many of them out side the United States. By 1993, contractor sourcing around the world accounted for about half the company’s global production. It was estimated that 45% of the LS &CO. apparel sold in the United States was made overseas, with 40% coming from contractors in Asia, and 60% from Central America, South America, and Mexico.
