LEVI STRAUSS

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LEVI STRAUSS Our presentation of the Levis company includes two parts the first part is concerned with its history and the second part relates specific aspects of the company such as its advertising policy for instance.First part

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Levi Strauss history the man and the companyLevi Strauss was born in January 18 in Buttenheim, Bavaria. In 1847, he sailed to America, then became an American citizen in 185 and set up a small dry goods house, which grew itself into a prosperous business over the following twenty years.In 187, Levi Strauss and tailor/inventor Jacob Davis receivd the patent for riveting mens pants. They began making copper riveted waist overalls (the old name for jeans) in San Francisco.In 180, numbers were first assigned to the products that were being manufactured. The number 501® was used to designate the famous copper-riveted overalls.In 10, Levi Strauss died at the age of 7. His nephews inherited the business.Koveralls, a one-piece play suit for children invented in 11, became the first product sold nationally. In the 10s, the Depression stroke and the demand for products declined.During World War II, U.S. soldiers wore their Levis® pants and jackets overseas, giving the products their first international exposure. In 154, a zippered version of the waist overalls was introduced.In 15, LS&CO. began exporting garments to Europe. And in 165, Levi Strauss International and Levi Strauss Far East were established, beginning the companys real expansion into Europe and Asia.The early 180s difficulties and the reorientation of the firm.In 180, after years of aggressive US growth, Levi Strauss & Co. suffered a major market setback. As baby boomers grew up and the teenage population declined, the US jeans market peaked at 55 million pairs and started a steady four-year decline.The cost of its acquisitions in sportswear especially, combined with their subsequent poor performances, forced the company to shut down 18 factories and to lay off 1,000 workers in the United States in 18 and 184.To invert the trend, they decided to increase marketing emphasis and to advertise for the one product that is unique to Levi Strauss & Co, the 501 jean. As Levis former president Thomas Tusher says, the Levis 501 jean is today probably the best-known article of clothing in the world. The 185 European Launderette spot with the song Grapevine boosted sales of 501 jeans in Europe by 800 percent.The first Original Levis® Stores were opened in Europe in 18, and in the US in 11. Today, there are over 1,000 Levis-only stores worldwide, and more are being planned. Recent locations include stores in South Africa, India, Russia, and Indonesia.In 186, LS&CO. introduced the Dockers® Brand in the United States, and in Europe in 14.In 15, LS&CO. launched a home page on the World Wide Web at www.levi.com. Yet, the late 10s are the symbol of Levis new difficulties. Indeed, after a peak of $7.1 billion in 16, sales dropped to $6. billion in 17 and to $6 billion last year.Levi Strauss Americas, a division of Levi Strauss & Co., decided in february 1 to close 11 out of its manufacturing plants in North America and to lay off about 5,00 people, means 0 percent of its work force.Moreover, Levis decided to give up selling its products on the Internet after 1 Christmas.The company had until then sold clothes at two sites, www.levi.com and www.dockers.com. But in 1, they found out that they could not afford running a world-class e-commerce business. Consequently, Levis pants will now be purchased online at jcpenney.com and macy.com, which belong to Levis two largest retailers.Levis managed in the past to recover from critical situations so we can expect that they will this time anew recover and continue to provide the whole world with their famous slacks. Second part Levis social investment in the 10s In 11, LS & CO. launched Project Change, an initiative designed to fight racism among those communities where the company operates. In 1, the Levi Strauss Foundation ceased funding the Boy Scouts because of their discrimination against homosexual leaders and members.In 1, LS & CO. became the first Fortune 500 company to offer full medical benefits to the unmarried partners among its employees.In 14, the Levi Strauss Foundation helped funding national Hispanic organizations which provide education and technical assistance for those people willing to become U.S. citizens in Texas and California. Levis image through advertising In 160, the word overalls was replaced by the word jeans in advertising.In 166, the company aired its first television commercial. In 171, the word Levis® on the Red Tab Device® became stitched in white with a capital L only; the E is changed to e. The renowned Levis® 501® Blues television advertising campaign was launched at the summer Olympic Games in Los Angeles in 184. LS & CO. was the official outfitter of the U.S. Olympic Team and of the Los Angeles Games staff.The 185 European Launderette spot with the song Grapevine proved the power of advertising it boosted sales of 501 jeans in Europe by 800 percent.In 186, the first in a series of innovative television commercials for the Levis® 501® jeans aired in Europe. These commercials feature classic American rock music mixed with nostalgia and romance.In 1, Levi Strauss & Co. sponsored the Send Them Home Search, a contest to find the oldest pair of Levis® jeans in the United States. The winning pair dates to the late 10s.In 15, LS Europes television ad Clayman was the first commercial shown on a global scale. Please note that this sample paper on LEVI STRAUSS is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on LEVI STRAUSS, we are here to assist you. Your persuasive essay on LEVI STRAUSS will be written from scratch, so you do not have to worry about its originality.

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