levis advertising case analysis

Background & Statement of the Problem to be Solved by the Campaign

State of the Company:
Levi’s is one of three separate brands under the Levis Strauss entity. The company, Levi Strauss & Co., is of a fairly big size, employing a staff of approximately 1,300 people at the company’s headquarters, in San Francisco. Furthermore, the company employs around 17,000 people worldwide, with 21 manufacturing facilities and 25 customer service centers around the world. Levis Strauss & Co is mainly divided in three divisions: 1) Levi Strauss, the Americas, 2) Levi Strauss Europe, Middle East and Africa and, 3) Asia Pacific Division. In our case, we will concentrate our efforts on the first of these divisions, Levi Strauss, the Americas. This division hires some 10,500 people in the United States, Canada, Mexico and South America, and manufactures products under three brands: Levi’s, Dockers and Slates.
When looking at the retailing industry, or more precisely at the jeans ret...