1. Levi’s Strauss & Co. We Invented Blue Jeans

3. Its strategy is basically on having long-term relations with their customers by designing jeans, shape, color, and cloth so that fun mix and match clothes with accessories in style of fashion

4. In 1930’s Jeans were positioned as being worn by “cowboys”.

5. Consumer demand shifts from durability of jeans to fashion of jeans.– Culturally, jeans became symbol of youth and rebellion

7. Some of Levi’s competitors include:––Calvin Klein, Gap Jeans ,VF Corp (Lee, Wrangler),Tommy Hilfiger.

8. The entrance of new competitors had many effects on Levi’s.

9. More competitive prices leading to lower profits

10. Availability of substitutes firm faces increase in elasticity of demand

11. Consumers prefer other brands Levi’s customers buy from competition lowering Levi’s market share.

12. These newer upstarts are able to “chip away” at Levi’s market dominance because they are able to capture segments.

13. VF Corp captures low--end jean consumers.

15. Company was forced into radical cost--cutting, closing dozens of factories and laying off thousands of workers.

16. The premium jeans market has over the last five years largely sales grew at 40--45% rate for multiple years.

17. Posting declining sales in nine out of ten years prior to 2007.

19. Levi’s, Dockers, Denizen and Signature brands which are trusted .

20. Recognized for their quality, integrity and originality.

21. Levi’s and Dockers denim and khakis set a standard by them.

22. The quality craftsmanship and premium fit in family clothing have made Signature brand a benchmark.

24. Wrangler

25. Pepe Jeans

28. Convenience

29. Variety

30. Quality

32. Original

33. Innovation

36. Comfort, Fit and Style

37. “We Invented Blue Jeans”

38. Innovative and trendy

39. Classic yet modern

40. Best quality

42. Image of great comfort and style

43. Pioneer in denims

44. Brand ambassadors

45. Strong message