Levi Strauss is one of America's great success stories. The company originally sold blue jeans, highly durable pants which could stand up to the rigors of outdoor work. Comfortable and affordable, these pants became staples on farms and ranches. Over the years, jeans became popular among other consumers, who sought them for fashion rather than necessity. Today, Levi Strauss competes against other clothing manufacturers in the casual apparel market, and its product line includes clothes for men and women in addition to the jeans. The company has also greatly expanded its market reach, and now markets its products throughout the world. This analysis considers the advertising strategy of Levi Strauss and how the company can modify its strategy to achieve its corporate objectives.
Levi Strauss is an international company which has seen its business expand during the last half of the twentieth century. Although the company is best known for the jeans and denim products that it produces, it has been successfully in adding various other clothing lines. The company is organized along regional lines; thus, there is Levi Strauss USA, serving the United States, and Levi Strauss International. Levi Strauss International is further broken down into the Western European Group (which serves northern Europe as well as continental Europe) and the Other International Group (which serves Canada, Latin America and Asia and the Pacific). Eastern European activities and activities in the People's Republic of China are handled by a different business unit, EXIMCO. EXIMCO is also responsible for the company's offshore production of its various product lines.
Currently, the company uses local advertising agencies and creative personnel to create the advertising campaigns used in various countries. While this means that the campaigns are tailored to each specific market, there are differences in quality and message among the campaigns which th...