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분야
pptx2. Mission, Vision, Value
3. Five Forces Analysis
4. SWOT Analysis
5. 4P
6. Different Strategies for Different Countries
During the Gold Rush,
Demand for durable pants that were not torn easily was high among miners
Overall with strong material -> Levi’s pants
Starting making denim pants
1915 got highest award in Panama Pacific International Exposition with Waist Overalls in Sanfrancisco
1922 firstly introduction strap for using belt on pants
1928 registration as LS&CO, Levi's®
1935 making women’s levi’s jeans, first women’s jeans
1936 attaching Red tab® on the right pocket
1945 demand was over supply for levi’s jeans
2007 launching Dark and slim new Engineered jeans, eco-friendly red-tap, eco-jeans
2008 launching modern heritage look, cooper jeans, New 501® live unbuttoned campaign and New 501®
Delicately designed and sporty
Known for Jeans casual brand
Young and simple style
Popular American fashion style
Total Coordination Look
Continuous sales growth achieved from fine clothing lines and brand loyalty
2) Price
- They charge the price differently on the brand level.
Levi Strauss Signature jeans available mostly at E-Mart, Wal-Mart at
the reasonable price.
Levi's Premium jeans sold at boutiques and upscale department stores at the high price .
- Sale
4) Place
Levi’s Strauss International and Levi’s Strauss Far East were created to expand to Europe and Asia.
In 1971 - Launched Levi’s in Japan
In 1993 - Founded Levi Strauss Korea
Now - Expanding the Levi Strauss & CO. brand to India , China and other emerging markets.
“The most valuable thing that we learned is that Levi’s cannot success by providing identical product in the world.
This is because even in the same region, there are huge differences according to countries.”
(Far Eastern Economic Review 2004, 3, 18)
www.levi.co.kr
eu.levi.com
http://www.levi.co.kr/
http://100.naver.com/100.nhn?docid=827393
http://news.khan.co.kr/kh_news/khan_art_view.html?artid=201005191759255
http://twitter.com/Levisguy
http://www.levi.com/default.asp?view=gsp
