Levi Strauss & Co in Apparel

Company Profile

About This Report

Apr 2013

Levi Strauss remains the world’s largest and best-known jeans company. However, it has struggled in recent times to make its rich heritage relevant to the contemporary jeans market, as consumers have been shifting to niche super premium denim brands or fast fashion labels. Ongoing product innovation remains vital for Levi’s to stand out from intensifying competition. Seizing control of its retail distribution will also play a key role in maintaining its market leadership position.

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Levi Strauss & Co in Apparel

Euromonitor International's report on Levi Strauss & Co delivers a detailed strategic analysis of the company's business, examining its performance in the Apparel and Footwear market and the global economy.

Company and market share data provide a detailed look at the financial position of Levi Strauss & Co, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Levi Strauss & Co.

This report examines:
  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Levi Strauss & Co provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our Apparel and Footwear research team, a dedicated group of analysts that knows the industry inside and out.

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Scope of the Report


Strategic Evaluation

Key company facts
Economic woes hit financial performance
SWOT: Levi Strauss & Co
Strategic objectives and challenges

Competitive P ositioning

Levi’s exhibits strong post-recession bounce

Competitive Positioning

Fast fashion steals share in mass-market denim
Prime positioning in key jeans markets

Market A ssessment

Domestic US accounts for the bulk of Levi’s sales

Market Assessment

Jeans remain at the heart of Levi’s busines s

Geographic Opportunities

Levi’s focuses on mass-market positioning in domestic US
US: Overreliance on wholesale channels dampens Levi’s sales
Price polarisation takes a toll on Levi’s in Western Europe
Western Europe: Age before beauty
Russia leads Eastern European growth
Brazil is a key opportunity for Levi’s in Latin America
Brazil drives growth in Latin America
Jeans in Asia Pacific: Japan stagnates, China booms
Pricing and brand equity play key role in China
China: Women’s jeans and online sales hold greatest potential
Levi’s turns attention to premium segments in India

Category Opportunities

Super premium is an untapped segment for Levi’s
Themes for women’s business
Premiumisation of childrenswear
Denim heritage provides route to other categories

Brand Strategy

Eponymous brand remains biggest sales generator
Levi’s uses community values to appeal to new generation
Online strategy


Sustainability forms the foundation of Levi’s operations


Levi’s should step up innovation and consumer engagement