levis case

For Levi Strauss & Co (LS&CO), once the most fashionable brand of youth in all over the world, to catch up with latest trends and the teenagers’ preferences is more than essential. In a mature industry, the company is struggling to comeback its old days. LS&CO has been trying to catch the attention of young generation by its new hip style jeans, and to increase the sales by distributing its new line products in mass retailers.

The company has been adding new products into its current Levi’s and Dockers brands. Unusually cut Engineered Jeans, the Superlow for women and the Type 1 jeans are main examples launched into the market in recent years. Also LS&CO revamped its marketing strategies before the end of 2002 and created a new b...