Levi Strauss Case Study

1900 Words8 Pages

This paper deals with the marketing strategies for the Levis Strauss brands to become the

top brand in the world in various kinds of jeans and other apparels. Levis Strauss is having the

75% share in the GWG but allowed them to maintain in their own way. The GWG was also the

first to produce pre-washed jeans and had a good position in the market. GWG and Levis Strauss

Canada were concentrated on the high class people and not much concentrated on the retail

market with this one the new firms enters in to the market and the production rate of the GWG

and Levis Strauss has declined.

Company Background

Levi Strauss was founded in 1853 first and foremost selling dry goods in the wholesale clothing

market. The company was
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Both Levi's and GWG brands have been affected by the popular brands, new trend brands

and private label market of jeans.

In the market retail sales of Levi’s jeans in Canada earned to $980 million. Men’s

segment accounts 50% of sales and the women’s segment accounts for 46%of sales in the

year 2001.

Research course- week Assignment # 1 December 13th 2010



From the case study of the 20 years sales comparison chart of Levi’s and GWG. There is a drastic change

in the market GWG as it has no profits. The account fell down to 2 million from 8

million within the span of 10 years which is a huge loss in terms of business

Competitors had consequences in the Levi’s market due to heavy advertising and branding. Top

most brands like Tom Hilfiger, GAP and Wrangler affected the market by the branding the

product for the high end customers.

Like adding fuel to the fire, recession has affected the Levi’s jeans sales, which can be seen from the statistics that the

customer rate had declined and average income has also declined from year 2004 to


Market Analysis and Competition

The Gap, Calvin Klein, Tommy Hilfiger, Diesel, and Guess,
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