Levi's

Revenue

$4.553 billion (2016)

Employees

15,000 (2013)

Founded

1853



Overview:
Levi Strauss & Co. is a privately held American clothing company known worldwide for its Levi's brand of denim jeans. It was founded in May 1853 when German immigrant Levi Strauss came from Buttenheim, Bavaria, to San Francisco, California to open a west coast branch of his brothers' New York dry goods business. The company's corporate headquarters is located in the Levi's Plaza in San Francisco.

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Industries:
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Retail
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Fashion



Similar firms (based on pattern co-occurrence):
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2 shared patterns
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2 shared patterns
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2 shared patterns
Business Model Patterns:

Franchising

How they do it: Levi’s allows independent entrepreneurs to open a Levi’s store for them. This is avaivable in strategic markets for Levi’s in which the penetration of the brand is not saturated yet. In addition entrepreneurs have to fulfill several other qualifications in order to be considered as a franchising partner (e.g. experience and capital). When running the store, Levi’s requires an initial franchise, advertising and royalty fees.

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License

How they do it: Levi’s is not designing and manufacturing new products for all its brands on its own but has several geography and brand based licensing deals in place. This allows a 3rd party to design, produce and distribute clothing under one of the Levi’s brands.

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Mass Customization

How they do it: Levi’s engaged in two types of mass customization of their denim jeans. The first initiative was aimed at in-store customers who could get a customized version of jeans fitting an individual’s proportions using digital technology. The second type was to let customers online determine their ”Curve ID”, meaning one of several body types to find the ideal fitting jeans opposed to an one-size-fits-all approach.

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Shop-in-shop

How they do it: In large department stores, Levi’s products presented in a shop-in-shop. This allows the company to determine the presentation of their products and lead to more exposed brand.

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