Now that we have made brives presentation of the company and the products, we are going to make few statements about the characteristics of the market, the types of customers and the segments. Jeans are constantly evolving products. They target all ages,...

Levi Strauss & Co. was threatened by competition because the barriers of entry which were relatively low in the jeans market. Some of Levi’s competitors include: Calvin Klein - Wrangler Gap Jeans VF Corp (Lee, Wrangler) Tommy Hilfiger The entrance of...

Levi's positioning - Brief history Levi’s particular positioning represents the core of its marketing strategy - The position of the products, created increased differentiation, contributing to the companies market increased differentiation and consequently...

The Levi’s® brand incarnate the classic American effortless style and cool. From 1873 until today while the patent has long expired, Levi’s® jeans have become the most recognizable and imitated clothing in the world. We can easily picture their consumers’...

In order to study the positioning of the brand,we can use the Kapferer Identity Prism. It permits to show a main view of the brand. What is the physique of the product, the personality, culture, relationship... This is the result of our study.

Le saviez-vous ? - Levi’s a été fondée en 1853 par Levi Strauss, initialement l’entreprise opérait dans la vente en gros d’articles textile. - A l’origine la compagnie a été fondée à San Francisco en Californie. Jacob Davids, tailleur, eu l’idée d'utiliser...

This short movie produced by Discovery Channel gives us a few more details about Levi Strauss' history. http://youtu.be/JzJtv14Ieb4

Did you know? Levi’s was founded by Levi Strauss in 1853 primarily selling wholesale dry goods. The company itself was originally founded in San Francisco, California .A tailor named Jacob Davis thought of an idea to use copper rivets to reinforce the...