It was founded in 1853 by Levi Strauss in United States.
It is currently one of the world’s largest brand-name apparel marketers with sales in more than 110 countries which included Europe, Japan, Taiwan and others.
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Each value are linked and it is the sources of the company’s success.
It have establish four vision maintain their success in market, they include: “We will market and distribute the most appealing and widely worn apparel brands”, “People love our clothes and trust our company”, “Our products define quality, style and function”, “We will clothe the world”.
Although Levi’s jeans may be physically the same as its competitor, consumer preferences are affected by brand name.
In addition to the idea of branding, Levi’s largest consumer markets were Baby Boomers, and by the time competitors increased in the 1980s, Levi’s brand was perceived to be “”mommy jeans”.
This company was privately held by descendants of the family of Levi Strauss and it has employed a staff of approximately 10,000 worldwide.
It has four core values within its organization, which include empathy, originality, integrity and courage.