1. Levi’s Shoots for the High-End Hipster
Travis Hogue
Eric Johnson
Brian Pavlukovich

2. History of Levi’s Started Levi Strauss in 1873 in San Francisco
1873 patented a more durable pair of blue jeans
1936 added the red tab to the pocket to identify
Popularized blue jeans
They are the worlds largest brand-name apparel manufacturer
Own the Dockers brand

3. The Article Wall Street Journal Joining the premium denim market
Late entry in the market due to:
Crushing debt
Restructuring of operations
Discontinuation of product lines
Results:
Missed out on the designer jeans craze in early 2000s
Survived the recession
Aggressive retail expansion
Marketing of new premium line

4. New Luxury Image Two new brands: Made and Crafted
Better fabrics and fit
Appealing to affluent consumers
Levi’s Vintage Clothing
Reproductions of classic items from the brand’s history

5. New Strategy Aggressive Retail Expansion Distribution International
Opened 154 new stores in 2009
Distribution
Boutique stores
London’s Regent Street
High end retailers
Saks Fifth Avenue
Barneys New York
International
Standardization of 501 jeans
Global Campaign

6. It’s All Relative Retail Management Store Positioning Brand Image
Retail Life Cycle
Levi’s in maturity stage
Resource Advantage Theory
Value for the money

7. Reactions What we think of the article
Norms
What do you think of Levis expansion, has anyone noticed more stores?
Would you ever buy a $199 pair of Levis Jeans?
Did you know that executives from Ralph Lauren helped design these jeans?
Would you buy them now?

8. Sources Lynn Downey, “Levi Strauss: a short biography” 2008