I have chosen to look at the Levi Strauss & Company solely for the fact that I wanted to research an organization that was American born and a product that I frequently use.
Founded in 1853, Levi Strauss & Company is one of the world's largest brand-name apparel marketers with sales throughout the world. There is no other company with a comparable global presence in the jeans and casual pants market. Their market-leading apparel products are sold under the Levi's, Dockers, and Levis Strauss Signature brands. Today, the Levis trademark is one of the most recognized in the world and is registered in more than 160 countries.
Now, more than ever, constant and meaningful innovation is critical to their commercial success. The worldwide business environment is fiercely competitive. Global trade, instantaneous communications and the ease of market entry are among the forces putting greater pressure on product and brand differentiation.
To be successful, it is imperative that Levi Strauss constantly change, competing in new and different ways that are relevant to the shifting times.
Levi's have always tried to create an easy to find and easy to buy image. In 2001, they upgraded the presentation of their products in more that 1,500 doors at accounts. They created exciting displays, better organization and availability of the products. Levi's focus has been on improving the retail experience through exciting displays, better organization and availability of product, and by calling attention to product initiatives through aisle placement and effective point of sale materials. Levis' relied upon an advance retail concept throughout Europe. This concept is a comprehensive retail approach that gives a high degree of involvement in many aspects of the shopping experience, from choice of location to product assortment.