Levis Strauss & Co.

Introduction
Levi Strauss & Co. (LS&CO) is a privately held American clothing company known worldwide for its Levi's brand of denim jeans. Founded: 1869 Founder: Levi Strauss Headquarters: San Francisco, California and U.S

History
Firm was simply, Levis Strauss and in 1863 Levi associated with David stern and renamed it as Levis Strauss & Co. His new company imported dry goods clothing, underwear, umbrellas, handkerchiefs, bolts of fabric and sold them to the small stores that were springing up all over California and the West.

The blue jeans was born

 Levi partnered with Jacob Davis (Nevada tailor) Jacob Davis placed metal rivets at the points of strain - pocket corners, and at the base of the button fly. The idea was granted patent on may 20th ,1873. Levi knew that demand would be great for these riveted "waist overalls Levi brought Jacob Davis to San Francisco to oversee the first West Coast manufacturing facility. The famous 501 jean known at the time simply as XX was soon a best seller.

Brand extensions
Since its invention in 1873, Levis jeans have become one of the most successful and widely recognized brands in the history of the apparel industry.

 Dockers is a brand of khaki garments. Levi Strauss & Co specialized in denim, introduced the Dockers brand in 1986. Dockers became a leading brand of business casual clothing for men led by Bob Siegel. In 1987, Dockers introduced a women's line. In 1993 the Dockers brand was introduced into Europe under the leadership of Joe Middleton. Dockers makes khaki pants and leather wallets.

Signature is now dENiZEN

The Signature by Levi Strauss & Co. brand, launched in 2003, demonstrates that distinctive products, with premium fabrics and finishes, can be available to people from every walk of life.

 Launched in Asia in 2010, dENiZEN was created by the people who invented jeans. The dENiZEN name means inhabitant belonging to a community of family and friends. Denim is in the name, the heart of the brand. The dENiZEN brand is currently available in China, India, Mexico, Pakistan, Singapore and the United States.

Changes over a period of time

 Levis Jeans 1979

 Levis Original never fits. Concept: People who wear Levis Originals dont conform or try to fit in.

 Levis cell phones Levis has ventured into the wireless phone business. The Red Tab comes with MP3 player, stereo Bluetooth and a two megapixel camera.

 Levis E Concept: focus of the advertisement is to convey that the products under Capital E are made by hands.

 Levis iPod collection.. Concept: Levi's iPod Jeans represent an attempt to ensure that a piece of technology is never lost.

 Levis square cut. Concept: Each colour represents a different musical theme: blue is electronic, pink is pop, rock is red and yellow is hip hop.

 Levis jeans Deconstructed were Advertised in Australia. Concept: The concept is centred on the capacity of women to take denim jeans and reconstruct them as skirts.

 Levis jeans Deconstructed were Advertised in Australia. Concept: The concept is centred on the capacity of women to take denim jeans and reconstruct them as skirts.

 Life is really calling

 Levis kids wear

 Levis body wear

 Levis ECO JEANS. Concept: These new ads for Levis Eco Jeans truly and creatively reflect the products green spirit. The Eco line is made of 100% organic cotton under emission-free processes; and includes jackets, shirts and of course jeans.

 Levis boyfriend collection.

 Levis 501 campaign

 Levis UNBUTTON. Concept: Live Unbuttoned campaign to re-launch the 501 brand and target the young and hip.

 Levis CURVE ID.

 Levis GO FORTH. Concept: New ad campaign that suggests American liberty is still a work in progress.

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