Answered By: Peter Z McKay
Last Updated: Oct 29, 2014     Views: 309

1) Hoover’s Online

Levi Strauss & Co. (LS&CO.) strives to provide the world's casual workday wardrobe, inside and out. LS&CO., a top manufacturer of brand-name clothing globally, sells jeans and sportswear under the Levi's, Dockers, and Levi Strauss Signature names in more than 110 countries.

2) !0-K:

An Authentic American Icon

Our Levi’s ® brand has become one of the most widely recognized brands in the history of the apparel industry. Its broad distribution reflects the brand’s appeal across consumers of all ages and lifestyles. Its merchandising and marketing reflect the brand’s core attributes: original, definitive, confident and youthful.

Our Dockers ® brand was at the forefront of the business casual trend in the United States. It has since grown to a global brand covering a wide range of wearing occasions for men and women with products that combine approachable style, relevant innovation and sustained quality. Our Signature by Levi Strauss & Co. tm brand focuses on bringing our style, authenticity and quality to value-seeking consumers.

3) Ad$pender: Adverting Media Expenditures

4) Mediamark (MRI+) : Buyers’ Demographics & Media

6) Mintel Oxygen: Market Research reports

7) MarketLine: company and industry reports; SWOT analysis;

8) GMID: international market research

9) Business Articles: news, analysis, articles from leading business publications

Levi Strauss (Levis) is a branded apparel company; the company designs and markets jeans and other casual wear for men, women and children. Levis's established brands such as Levi's, Dockers and Signature ensure customer loyalty and consistent earnings for the company. The company has also cashed in on its brand strength to expand its product line worldwide. However, a continued global economic slowdown would impact the consumer's discretionary spending capacity and in turn reduce the demand, especially for Levis's premium products adversely.

Table 3: SWOT Analysis Overview


  • Established brand portfolio
  • Global presence
  • Multiple distribution channels


  • Declining profitability
  • Heavy pension plan expenses
  • Changes in the senior management and director composition
  • Dependence on few customers


  • Partnership with Oneworld Apparel
  • Launch of an innovative range of good fitting jeans
  • Growth through dedicated retail stores


  • Global economic downturn
  • Increased minimum wages in the US
  • Reliance on contract manufacturing

© DatamonitorSource: Datamonitor


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