.
Customer Experience Management
& Retail Operations
LEVI STRAUSS & CO.
You wear jeans. You live in Levi’s
Submitted to: Miss A. Rajyalakshmi
Submitted by:
Manipriya Tyagi
Vanshika Mathur
Neetu Patel
Brief: Research on Concept stores & future of Retail Experience
Introduction & Background
ABOUT
Levi’s Strauss, an immigrant from Bavaria opened a dry goods company in San Francisco
at the height of the California gold rush, in 1853. While he was working with the
hard-working people, he recognized a need for clothes built to endure anything. He
along with tailor Jacob Davis combined copper rivet reinforcements with tough denim,
leading to the first manufactured waist overalls in 1873.
Today, we call them “blue jeans.”
An invention started for American worker revolutionized as everybody like miners,
cowboys, rockstars, presidents, everyday men and women started wearing them.
These functional pieces were the clothes people not only worked in but they lived their
lives in, too.
Levi’s is a Denim Pioneer & a symbol of purest wearable for self- expression.
Levi Strauss & Co. is the world's largest apparel companies and a global leader in jeans.
They have some 500 stores worldwide, and their products are available in more than 100
countries. The Levi Strauss & Co. constitutes Levi’s, Denizen and D
ockers.
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TIMELINE
1829- The Birth of Levi Strauss Levi Strauss, born in Buttenheim, Bavaria.
1853 - Levi Strauss & Co. Founded in San Francisco, CA
1873- Blue Jeans were born Along with Jacob Davis receives a U.S.
patent for an "Improvement in Fastening
Pocket-Openings" which came to known as
“blue jeans”
1934- Introducing lady Levi's The first blue jeans for women.
1936- The first Use of Red Tab Addition of red tab at the right back pocket
1965- International Division is formed Opened offices and factories in Europe and
Asia because of the increased popularity.
1982 - LS&Co. Responds to the Growing Support groups were formed to help HIV+
AIDS Crisis employees at their headquarters.
1986- Dockers Launch Introduction of Dockers Khakis for the
workplace as casual attire.
1991- T.O.E established First multinational apparel company to
launch a comprehensive code of conduct
for all contract factories and licensees.
2003- Levi Strauss signature launch Serves shoppers through mass- channel
retail stores with high-quality jeanswear
2013- Eureka innovation Lab opened The lab provides research and
development facility dedicated to design
ideation and prototyping.
2015- Levi’s® New Women’s Denim The 700 series was inspired by the original
Collection Launches Globally 1934 women’s blue jeans Lot 701. It
included additional stretch along with
authentic elements like the Two-Horse
Design patch.
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2016 - Opening of Source Pioneering Program for the well-being of workers,
Programs who work in supply chain and reducing the
impact on the planet
2017- The Levi’s® Commuter™ Trucker Designed jacket for the urban commuter
Jacket With Jacquard™ Debuts with Jacquard technology woven into this
Levi’s® jacket which lets you access your
music, navigation and communications
such as texts and calls with the swipe of
their sleeve.
2018- Levi Strauss & Co. introduces The digitalisation of denim finish design
Project F.L.X. and development which enabled a
responsive and sustainable supply chain at
an unparalleled scale.
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Levi’s Denim History
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Company Profile
Levi Strauss was started by opening a wholesale dry goods business that was named as
Levi Strauss & Co, having headquarters in Brussels, Singapore and San Francisco. The
company is having four brands under it, namely Denizen, Signature, D
ockers, and Levi’s.
Empathizing the need for work pants that could go through under rougher conditions.
Today they are one of the world's largest brand-name apparel companies and a global
leader in jeanswear. They design and market jeans, casual wear and related accessories
for children, men and women under the Levi's®, Dockers®, Signature by Levi Strauss &
Co.™ and Denizen® brands. Their products are made available in more than 110
countries, 50K locations by merging of the chain of retailers, departmental stores, online
sites and a global footprint of 3000 retail stores and shop-in-shops approx.
Had a revenue of $5.6 Billion in 2017
Levi Strauss is growing tremendously employing 14,400 people.
They source their products mainly from independent contract manufacturers that are
located in 26 countries approx around the world.
MISSION
To support dependable business accomplishment as a worldwide promoting organisation
of marked clothing. They will direct their business morally and exhibit authority in
fulfilling their duties to their networks and to society.
VISION
To actively contribute to the social and economic development of the communities in
which we operate. In doing so, build a better sustainable way of life for the weaker
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sections of society and help the country in building a strong foundation in areas that
concern them most.
VALUES
● Empathy
● Integrity
● Originality
● Courage
SUSTAINABILITY
With soaring global temperatures and depleting natural resources, we have reached the
defining moment of the climate crisis. Climate change causes droughts, flooding, and
storms that threaten communities which can make entire species and ecosystems go
extinct. It even impacts global food security at a scale we’ve never seen.
While world leaders gather to find solutions at the United Nations Climate Action
Summit, Levi’s®— participates in their own forms of climate-change activism.
CARE FOR YOUR CLOTHES
All of our daily tiny decisions can make an enormous reduction in our carbon footprint.
Levi’s is passionate about extending the life of their
clothes, turning old jeans into new, custom pieces
through Levi’s® Tailor Shop. Wash them less to
reduce carbon emissions and make them last longer.
By taking these steps, jeans can be kept out of landfills.
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Levi’s brand origin story
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GLOBAL LEADERSHIP TEAM
● Chip Bergh - President and Chief Executive Officer.
● Roy Bagattini - Executive Pice President and President, Levi's Strauss Americas.
● Malcolm Goonetileke- Senior Vice President, Global Merchandise planning and
inventory management.
● Jen Sey- Senior Vice President and Chief marketing officer.
● Harmit Singh- Executive Vice President and Chief Financial officer.
SOME OF THE CAMPAIGNS:
● Welcome to the folk city.
● Meet Marìa Osuda
● Proud. Together
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● Hailey Beiber's festival picks
● The New West is here
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● United by the Beat with Adoy
● United by the Beat with The Big Moon
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● United by the Beat with Kid Fresino
● The history behind button your fly.
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● DIY with Renowned artist Karl Welch.
https://youtu.be/1kpKMNA9soc
https://youtu.be/siCLWngXHvQ
● Drum as you are
https://youtu.be/RqPBl_WGjW8
● Number 6
https://youtu.be/zkXvN54y9KU
● Reshaping the World
https://youtu.be/9NyCTAXNhVE
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Concept Stores
1. Levi’s is testing a new store concept in Rotterdam, Netherlands, specifically
targeting Gen Z consumers(Born between the year 1995 and 2010).
It is for digital-savvy consumers & how they engage in various Social media platforms into
a Physical shopping experience. Over here consumers can interact with the brand through
an in-store social media newsfeed, Instagram worthy area & nicely designed fitting rooms
by LS&Co. It is the perfect hangout place with friends to have fun & get inspired.
To complement these consumers taste, the brand is sharing stories of commitment by
displaying denim art and decor. In order to meet the customisation needs, there is a print
bar for self-expression. This pilot store is an important test to grow relationships with the
next generation of Levis.
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2. Levi’s has opened a concept store in Venice, Italy which is a blend of art, fashion,
music & lifestyle experience. The special window of the store was created by an artist
Cento Canesio, who also customised Levi's pieces live for the customers to create a
unique customer experience.
3. Levi’s Experiential Marketing - They simplified the daunting task of getting the
perfect pair by launching its new Curve ID Jeans focussing on women empowerment. It
placed pop-up studios in college campuses & made custom-fit jeans for students along
with a mini makeover which left the students feeling strong, confident & happy with their
overall new look. The brand has provided hands-on approach addressing the distinct,
emotional pain point & transformed it into a positive experience so that the customers
never forget & comes back for more.
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4. Levi’s in 2019 at the Coachella music festival has set up a temporary headquarters
at a nearby hotel. During this experiential marketing extravaganza, they hosted brunch,
dressed influencers in their latest styles and set up a tailor shop complete with on-site
seamstresses and customization options. More than 100 people which includes popular
stars like Bella Hadid, Brooklyn & Hailey Baldwin visited the temporary Levi’s tailor shop,
wriggles into Skinny 501s, snapped photos of themselves trying on high-waist jeans &
made their own trucker jackets with chain stitching, as staff from the one hundred and
fifty-year-old American heritage brand
moved about taking very careful watch.
5. Levi Strauss & Co. is ramping up its focus on marketing as emerging digital and
social channels transform how athletes connect with fans, nudging brand sponsors into
the category of content producers.
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6. Project FLX - Levi’s created a popup studio named Project FLX that uses lasers to
create custom jeans in minutes. At the invite-only studio in Los Angeles, shoppers can
choose their desired denim finish and wash, and watch as lasers create their custom jeans
in minutes. The on-demand finishing allows Levi’s to reduce the amount is traditionally
needed to distress a pair of jeans, while also reducing waste and giving them valuable
insight into changing consumer tastes. The service will be launched in selected Levi’s
stores and online in spring 2019.
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Future Plans
1. Future plan
https://www.youtube.com/watch?time_continue=25&v=xEvlPpE2psM
2. Levi’s wants to expand its clothing range from jeans to shirts, shoes, cold weather
gear and women’s clothing.
3. Levi’s want to grab the opportunity of increasing sales in Europe and Asia. It
believes that China has huge growth opportunity which accounts for 20% of the global
apparel market share.
4. They plan to raise about $600 million to $800 million, is likely to go public in the
first quarter of 2019.
5. Sustainability plans
Levi Strauss & Co. is constantly looking at ways they can use fewer resources, design
smarter and care for the people who make our clothes.
Recently, they have reset their own carbon emission targets to help stop the average
global temperature from rising past 1.5° Celsius. They are one of only 28 companies
committed to this change and encourages others to follow.
They are not stopping there. Their goals include:
● 100% renewable electricity in Levi’s® owned-and-operated facilities by the end of
2025
● 100% sustainably sourced cotton from Better Cotton Initiative growers, organic
cotton farms or recycled cotton suppliers by the end of 2020
● Zero discharge of hazardous chemicals by the end of 2020
● 80+% of Levi’s® products made with Water< Fewer techniques by the end of 2020
● They are sharing what we learn along the way with the rest of the industry, to have
the greatest impact possible.
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Bibliography
1. Levi’s Gen Z concept store in the Netherlands. Available at:
https://www.levistrauss.com/2018/11/13/levis-pilots-gen-z-concept-store-netherlands/
(Accessed on 23/09/19)
2. Levi’s concept store in Venice. Available at:
https://www.sportswear-international.com/news/stories/Retail-Discover-why-Levis-has-
opened-a-concept-store-in-Venice-14556 (Accessed on 23/09/19)
3. Levi’s experiential marketing. Available at:
https://www.itagroup.com/insights/companies-excelling-experiential-marketing-campaig
ns (Accessed on 23/09/19)
4. Levi’s at the Coachella music festival. Available at:
https://experientialmarketingnews.com/how-brands-are-using-coachella-for-experientia
l-marketing/ (Accessed on 23/09/19)
5. Levi’s tailor's sports marketing strategy as athletes become influencers. Available
at:https://www.marketingdive.com/news/levis-tailors-sports-marketing-strategy-as-athl
etes-become-influencers/560668/ (Accessed on 23/09/19)
6. Levi’s Project FLX. Available at:
https://www.psfk.com/2019/01/stores-levis-marketing-a-memorable-experience.html
(Accessed on 23/09/19)
7. Levi’s staying with power. Available at:
https://www.entrepreneur.com/article/243412 (Accessed on 23/09/19)
8. About Levi’s mission & vision. Available at: https://www.levi.in/about-us.html
(Accessed on 23/09/19)
9. About Levi’s Who we are. Available at:
https://www.levistrauss.com/who-we-are/company/ (Accessed on 23/09/19)
10. Levi's social impact. Available at:
https://www.levistrauss.com/values-in-action/social-impact/ (Accessed on 23/09/19)
11. Future Plans. Available at:
https://edition.cnn.com/2019/02/13/business/levi-strauss-ipo-jeans-retail/index.html
(Accessed on 23/09/19)
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