Levi Strauss Case Study

1900 Words8 Pages
Introduction: 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…show more content…
• 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 LEVI STRAUSS CASE STUDY 6 • 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 2008. Market Analysis and Competition The Gap, Calvin Klein, Tommy Hilfiger, Diesel, and Guess,
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