Levi Company

Intro to the Company - Levi Levi is a company that was established by the Strauss family in 1875 and has experienced tremendous growth and profitability in all its operations. The company manufactures jeans from canvas and tent fabric as it operates in the fashion industry. Levi’s success in this industry is attributable to constant innovation and effective brand management. The firm targets younger consumers in the Baby Boom era because of their fashion preferences and consciousness.

In the 2017 financial year, the global net sales of this company was approximately $4.9 billion. One of the most important aspects of Levi’s operations is sustainability, which is embedded in everything the company does. Through its production of clothing products, the company emphasizes on protection of the planet and communities where it operates. According to Yang, Song & Tong (2016), sustainability is an important component in the fashion industry. Businesses in this industry are increasingly embracing sustainability, which has contributed to the emergence of the concept of sustainable retailing.

Companies such as Levi have adopted different sustainable retailing practices such as eco-labeling and green branding and reverse logistics. Sjolrivet (2015) states that Levi’s sustainability project has entailed identifying and using measures that focus on environment protection. In recent years, the company has lessened the amount of water used in production of its clothing products by approximately 96%. This is geared towards promoting effective use of natural resources for better environmental protection. Segran (2017) contends that Levi is redefining sustainability through shaping how people think about clothes.

In this case, the company promotes ethical engagement with the planet and advocating for new standards of sustainability in the fashion industry. These initiatives are combined with measures to offset carbon dioxide in the firm’s operations. SWOT Analysis Levi Company G-Star Strengths · Brand reputation and management. · Production of high-quality clothing products. · Strong brand portfolio. · Strong global presence. · Connection with youth. · Numerous channels of distribution. Strengths · Strong brand image. · Effective distribution strategy. · High brand valuation. · Designer brand.

Weaknesses · Higher pricing strategy. · Over-reliance on few wholesale customers. · Reliance on contract manufacturers. Weaknesses · Limitations in exploration of new clients because of the strong brand image associated with Denim. · Vague pricing strategy. Opportunities · Emerging markets for Western clothes. · Growth in the US clothing and apparel market. · Online retailing. Opportunities · Emerging markets in Asia. · Willingness by luxury brands to cooperate with fashion brands. · Young fashion-conscious individuals in pursuit.