Levis Buying Plan

LEVI’S
CONTENTS
1 2 3 4 5
Brand Identity Target Market S.W.O.T Lifestyle Trends Corporate Buying Plan
Core Values Target Profile Competition Market Trends Store Locations
Core Competencies Social Media Direct Fashion Trends Product Assortment
Size & Scope Marketing Indirect Assortment Plan
Key Products Opportunities
1
BRAND
IDENTITY
In 1873, Levi Strauss and Jacob Davis
designed the first waist overalls, or blue
jeans. From there the blue jeans was
identified as a ‘uniform’ of progress and
became a classic part of Americana.
Today, Levi’s is one of the largest brand

name denim companies in the world.
They strive to be the leader in jeanswear
and have increased their sustainability
initiatives.
Virginia Macdonell Hannah Hanson Kalianna Keels Jenna Mack FASM 245
V I S I O N S TAT E M E N T :
“We are the embodiment

of the energy and events
of our times, inspiring
people with a pioneering
s p i r i t .”
CORE VALUES
I N N O VAT I O N
S U S TA I N A B I L I T Y
PROGRESS
ORIGINALITY
INTEGRITY
C O U R AG E
E M PAT H Y
C R E AT I V I T Y
HARD WORK
CORE
COMPETENCIES
INNOVATIVE DESIGN PROCESS
Levi’s is a leading innovator in manufacturing mass

quantities of denim jeans. They are investing in new ways
to make jean prototyping process less time-consuming.
DISTRIBUTION & MARKETING
Levi’s distributes its products through various channels

including its company stores and flagships, retail
chains, and online. Levi’s is investing in its omnichannel
experience. Through its various channels, Levi’s is able
to increase its market penetration and give a wide range
of consumers many ways to purchase jeans.
BRAND RECOGNITION
The word Levi’s is universal, and its logo is unmistakable.

The iconic red tab is instantly recognizable and is a
timeless classic. It showcases the brand’s proud heritage
and iconic reputation.
LEVI’S
$5.6 B NET REVENUE FY18 WORLD WIDE
2900 Levi’s Branded Stores

750 Levi’s Outlets
~3,000 Brand Dedicated Stores & Shop-In-Shops
15,100 Employees
Sold in 110 Countries
Levi’s market share of jeans in the U.S. was 10.6% in 2015
Levi’s purchased the naming rights in 2013 for NFL team

The San Francisco 49ers Stadium
SIZE
AUTHENTIC & SCOPE

SPECIALTY STORE
DENIM Sold in 50,000 retail locations world wide
65% of the apparel brand’s revenue comes from wholesale

channels, and the company plans to expand wholesale
partnerships in the future
Amazon is Levi’s number one wholesaler
31% of revenue came from company directly owned retail

locations
4% of revenue came from Levi’s e-commerce sales
Established warehouses in every country to increase rate

of replenishment within their wholesale market
KEY PRODUCT
C AT E G O R I E S
74% Bottoms 20% Tops 29% Women

Primarily Denim Primarily Jersey 69% Men
2
TA R G E T
MARKET
DEMOGRAPHIC
Ages 17 - 34
College Students and Young Professionals
Income Range $15,000- $62,000
GEOGRAPHIC
North America
Urban Settings and College Towns
PSYCHOGRAPHIC
Outgoing, Strivers, Thinkers
Middle to Upper Middle Class
College Educated
Utilizes Social Media
EMILY DAVIS AGE: 26
LOCATION: Norfolk, Virginia
OCCUPATION: Financial Analyst
INCOME: $68,500 per year
VALS PROFILE: Achiever (Primary), Striver (Secondary)
STYLE: Streetwear inspired, Mixing Patterns & Edgy

SHOPS: Adidas, Calvin Klein, Sustainable Brands
HOBBIES: Re-selling, journaling, and museum hopping
PUBLICATIONS, BLOGS OR SOCIAL MEDIA: Literary magazines,
financial publications, Instagram and Pinterest.
HOW DO THEY RESEARCH PRODUCTS?: She’s conscious of what
goes into her clothing and keeps her wardrobe to a minimum. She
wants a product that is proven to last and is somewhat innovative.
She cares about the history of a product and the company’s values.
ABBY PEREZ
AGE: 19
LOCATION: Eugene, Oregon
OCCUPATION: Student working Part Time
INCOME: $12,867 per year, supplemental income from
parents making $120K
VALS PROFILE: Thinker (Primary), Innovator (Secondary)
STYLE: Vintage Inspired, Risk Taker & Feminine

SHOPS: Vintage/ Thrift Stores, Vans, Nasty Gal, Urban Outfitters
HOBBIES: Thrifting, photography, and lo-fi music
PUBLICATIONS, BLOGS OR SOCIAL MEDIA: Instagram, TikTok,
Twitter, and Emma Chamberlin
HOW DO THEY RESEARCH PRODUCTS?: She enjoys hunting for
items and thrifting her Pinterest. She follows trends and takes
advice from influencers and friends.
SOCIAL
MEDIA
INSTAGRAM: 7.2 M FOLLOWERS

FACEBOOK: 26.1 M LIKES
YOUTUBE: 392K SUBSCRIBERS
PINTEREST: 147K FOLLOWERS
TWITTER: 15K FOLLOWERS
Strong omnichannel experience due to the

company’s focus on sustainability, styling,
education and street style. Each social media is
directed towards the correct market that utilizes
the platform.
THE
DENIM TO MARKETING
MACRO & MICRO INFLUENCERS
LOVE Use celebrities and influencers such as Hailey Bieber to explain why they
love Levi’s. Provides shoppable links to the products on these posts.
COLLABORATIONS
Levi’s leverages familiar brands and celebries to sell their collections. They’ve
recently done collabs with Khalid, Justin Timberlake, “Stranger Things”,
Hello Kitty, and Disney.
THOUGHT LEADERSHIP
Levi’s creates educational posts and videos on how their denim is superior in
quality and innovation. They also educated the consumer on why sustainability
should be a prioritity.
POP UPS
In unison with collabs and influencers, Levi’s has created pop ups to gain
exposure and attendance. Levi Haus Miami is a recent example.
3
S W
Name Recognition Overly Dependent On Wholesalers
Global Presence Low E-Commerce Revenue
LEVI’S SWOT
Innovative Sustainability Efforts Non-editoralized photos on site

Wide Variety Of Brands Site doesn’t match the rest of the user
Strong Reputation experience
O
Innovative Fabric Global Currency Fluctuations
T
Grow Direct-To-Consumer Market Rise Of Athleisure Wear
Targeting Women Cost Of Cotton
Growing Their “Tops” Business Climate Change
Europe And Asia Markets Tariffs
High Profile Collaborations Deteriorating Retail Landscape
Increase Relationships With Higher-End
Wholesalers
THE
COMPETITION
The competitors chosen may not be considered direct competitors
but represent denim companies that are new and innovative. They
use various marketing strategies that are fresh and youthful. Acne
is an aspirational competitor, while Madewell, Reformation, Mother,
and Good American are mid-tier competitors.
REFORMATION
MADEWELL
GOOD AMERICAN
MOTHER
ACNE STUDIOS
COMPETITOR CHARTS IN APPENDIX Virginia Macdonell Hannah Hanson Kalianna Keels Jenna Mack FASM 245
DIRECT
COMPETITORS
REFORMATION
Reformation is a sustainable, vertically-integrated

women’s clothing brand based in downtown Los
Angeles.
Target Market includes 25 - 35 year old young

professionals who care about the environment and
looking trendy.
Holds less than 1% of the market
Has a strong background in sustainability
DIRECT
COMPETITORS
MADEWELL
Madewell is for denim lovers. They not only focus

on denim, but all things that compliment it, too.
Supplying both basics and style necessities for
women.
Target Market includes 20 - 35 year old young

professionals who care about their personal style.
Holds less than 1% of the market
Branching into sustainability
4
LIFE STYLE
TRENDS
CONSCIOUS CLOSETS
People are becoming more conscious of the amount of products they are
buying. Instead of constantly buying new pairs of jeans, people are leaning
more towards wearing what they already have in their closet. This could be a
potential threat to sales as people begin buying less.
AT HOME VIP’S
More companies are beginning to provide consumers the opportunity to be

sent boxes of curated product, rentals, and at home trials. This would be a new
route for Levi’s to take and increase their e-commerce sales by offering VIP
exclusives and at home try on. Not many denim specific companies offer this
feature.
MARKET
TRENDS
LOCAL DENIM
A growing want from consumers is local manufactoring. Currently,

99% of Levi’s jeans are currently manufactured outside of the US
(China, Japan, Italy…) with only 1% being made in the US.
As a leader in denim sustainablity, Levi’s should begin looking

into utilizing local manufactorers to meet the consumer shift.
Recently, Dan Feibus purchased 46 looms and set up a denim

factory in Louisiana, Vidalia Mills. This factory is set to
revolutionize American fabric production.
FA S H I O N
TRENDS
EXTENDED SIZING
The average woman in America is at or above a size 12. Currently Levi’s

doesn’t have a wide selection of women’s larger sizes. Extention of
sizes and a specific curvy denim could meet the needs of “average
sized” consumers. The larger sizing could start on their e-commerce
site to drive additional sales and then move into retail stores.
PERSONALIZATION
Personalization and customization is a trend that consumers are starting

to demand. Levi’s gives consumers access to this trend in special
locations with customization stations that can add embroidery, patches,
and other modifications. In addition to the station, Levi’s could add a
patchwork option. Patchwork is becoming increasingly popular and is a
sustainable option for jeans with tears.
FA S H I O N
TRENDS
RE-SELL
Levi’s is one of the most sought after vintage brands

in the world. However, Levi’s isn’t currently taking
advantage of the trend to its fullest potential. There
isn’t a way to purchase vintage Levi’s online directly.
Allowing their e-commerce to sell vintage would

boost online sales by boosting traffic and conversion.
Levi’s could create a rewards program for vintage. If

someone turns in a vintage piece they no longer want
or can wear, they could receive discounts for new
jeans.
SITE MOCK UP: JENNA MACK PHOTO CREDIT: NOA GAMLIEL
V I N TAG E L E V I ’ S M O C K U P S I T E
SITE MOCK UP: JENNA MACK PHOTO CREDIT: NOA GAMLIEL
5
HIGHLIGHTS
FALL 2020
Plan Net Sales, Fall 2020 438,319.1 PLAN % LAST YEAR

Est. Net Sales, Fall 2019 381,147.0
15%
Plan % Last Year:
Average Stock, Retail:

15%
238,941.3
CORPORATE BASED ON INCREASE IN
WOMEN’S BOTTOM’S SALES
Inventory Turnover:
Planned Reductions, $:
1.8
35,065.5
BUYING PLAN
Reductions % Sales: 15% (000’s)
Plan IMU %: 53%
I N V E N TO R Y T U R N OV E R
FALL 2020: 6 MONTH BUYING PLAN 1.8

T O AC C O M M O DAT E W O M E N ’ S
August September October November December January Fall 2020 BASIC BOTTOMS
Net Sales 61,364.7 78,897.4 70,131.0 78,897.4 96,430.2 52,598.3 438,319.1
% Fall 14% 18% 16% 18% 22% 12% 100%
Plan BOM Stock 220,912.8 244,582.0 238,445.6 252,471.8 270,004.5 226,172.6 238,941.3
Stock/ Sales Ratio 3.6 3.1 3.4 3.2 2.8 4.3 1.8 % R E D U C A T I O N S FA L L
Plan EOM Stock 244,582.0 238,445.6 252,471.8 270,004.5 226,172.6 220,000.0 241,946.09
2 5 % - N OV.
Plan Reductions 2,805.2 5,259.8 5,259.8 8,766.4 7,013.1 5,961.1 35,065.5
% Reductions Fall 8% 15% 15% 25% 20% 17% 100%

20%-DEC.
T O A C C O M E D AT E H O L I D AY S A L E S
Puchases, Retail 87,839.1 78,020.8 89,417.1 105,196.6 59,611.4 52,386.8 472,471.8
Purchases, Cost 41,284.2 36,669.8 42,026.0 49,442.2 28,017.4 24,621.8 222,061.7
SIZE DEMOGRAPHICS
1 4 T H S T, N YC Opened in 2010 Year Round Tourist Destination
2,616 sq ft Location Median Age of 36
25th W- 14th St, NYC, NY
Large Product Assortment Largest City in the US with Population of 8 Million
Made & Crafted, Tailor Shop Opportunity To Increase Consumer Adoption
Fits Target Market For Trends
GEOGRAPHIC
Heavy Foot Traffic
One of the main tourist streets in NYC
FALL 2020
Plan Net Sales, Fall 2020 43,831.9
Plan % Last Year:

15%
21,664.5
14TH STREET
PLAN % LAST YEAR
15%
Inventory Turnover:
2.0
6,574.8 NYC
Reductions % Sales: 15% ACCOUNTS FOR 10% OF CORPORATE SALES
C O N S I S TA N T W I T H (000’s)
C O R P O R AT E P L A N A S A H I G H Plan IMU %: 53%
VO L U M E L O C AT I O N
FALL 2020: 6 MONTH BUYING PLAN
August September October November December January Fall 2020
Net Sales 6,574.8 7,013.1 6,136.5 8,766.4 9,643.0 5,698.1 43,831.9
% Fall 15% 16% 14% 20% 22% 13% 100%

STORE ONE
Plan BOM Stock 23,669.2 23,844.6 22,091.3 23,669.2 23,143.2 18.234.1 21,664.5
Stock/ Sales Ratio 3.6 3.4 3.6 2.7 2.4 3.2 2.0
I N V E N TO R Y T U R N OV E R Plan EOM Stock 23,844.6 22,091.3 23,669.2 23,143.2 18,234.1 17,000.0 21,330.4
2.0 Plan Reductions 526.0 986.2 986.2 1,643.7 1,315.0 1,117.7 6,574.8
% Reductions Fall 8% 15% 15% 25% 20% 17% 100%

C O N S I S TA N T W I T H
C O R P O R AT E P L A N Puchases, Retail 7,276.1 6,246.0 8,700.6 9,884.1 6,048.8 5,581.8 43,737.5
Purchases, Cost 3,419.8 2,935.6 4,089.3 4,645.5 2,842.9 2,623.4 20,556.6
SIZE DEMOGRAPHICS
PORTLAND, OR Two Story Building Portland Is The 26th Largest City In America
2307 NW West Over Rd, Portland OR Upscale Area Excellent Opportunity To Gain Market Share
Levi’s Print Bar, Tailor Shop, Made & Crafted Median Age 37
Cotton’s Blue Jeans Go Green™ Fits Target Market For Trends
Tourist Season: June - August
GEOGRAPHIC
Popular Shopping Area
Near Retailers That Have Overlapping Target Markets
FALL 2020
Plan Net Sales, Fall 2020 13,035.2
Plan % Last Year:

14%
6,318.4
PORTLAND
PLAN % LAST YEAR
14%
Inventory Turnover:
2.1
1,955.3
OR
Reductions % Sales: 15% ACCOUNTS FOR 3% OF CORPORATE SALES
ADJUSTED FOR
(000’s)
S M A L L E R L O C AT I O N Plan IMU %: 53%
FALL 2020: 6 MONTH BUYING PLAN
August September October November December January Fall 2020
Net Sales 2,346.3 2,346.3 1,694.6 2,346.3 2,867.8 1,433.9 13,035.2
% Fall 18% 18% 13% 18% 22% 11% 100%

STORE TWO
Plan BOM Stock 7039.0 7039.0 6,269.9 6,804.4 6,882.6 5,162.0 6,318.4
Stock/ Sales Ratio 3.0 3.0 3.7 2.9 2.4 3.6 2.1
% FA L L Plan EOM Stock 7,039.0 6,269.9 6,804.4 6,882.6 5,162.0 5,032.0 6,198.3
18% Plan Reductions 156.4 293.3 293.3 488.8 391.1 332.4 1,955.3
IN AUGUST % Reductions Fall 8% 15% 15% 25% 20% 17% 100%

ADJUSTED FOR TOURISM
Puchases, Retail 2,502.8 1,870.6 2,522.3 2,913.4 1,538.2 1,636.3 12,983.5
Purchases, Cost 1,176.3 879.2 1,185.5 1,369.3 722.9 769.1 6,102.2
ASSORTMENT
PLAN
SKINNY
Closet Staple
Classic Trend
Versitale
Best Seller
ASSORTMENT
PLAN
B OY F R I E N D
Effortless Look
Relaxed Fit - Upcoming Trend
Flattering on Different Shapes
ASSORTMENT
PLAN
WEDGIE
Vintage Silhouette
Flattering on Different Shapes
“Fan” Favorite
Best Seller
WOMEN’S BOTTOMS DOLLARS IN 000’s
T O TA L C O R P O R AT E B U Y
BY F I T
ASSORTMENT PLAN
BY C O L O R
% BL
23 AC
K
E
I
DG
25
%
WE
W AS H 5 0 %
SKINNY 49%
WOMEN’S BOTTOMS WOMEN’S BOTTOMS
T O TA L C O R P O R AT E B U Y T O TA L C O R P O R AT E B U Y
BY F I T BY C O L O R
IUM
28%
LIG
D
ME
HT
D
EN
W
A
SH
FRI
Y 25
BO %
WOMEN’S BOTTOMS
T O TA L C O R P O R AT E B U Y
BY S I Z E
DOLLARS IN 000’s
O P P O R T U N I T Y:
We believe this strategy is a realistic approach

to Levi’s business plan and takes advantage of
the increase potential in their women’s bottoms
department.
It will also focus on specific market trends:
Conscious Closets, At Home VIPs, Local Denim,

Extended Sizes, Personalization, and Vintage Denim
APPENDIX
A.1. DIRECT COMPETITORS

REFORMATION MADEWELL
Madewell is for denim lovers, not only focusing on denim, but
Reformation is a sustainable, vertically-integrated women’s
COMPANY PROFILE all things that compliment denim. Supplying both basics and
clothing brand based in downtown Los Angeles.
COMPANY HIGHLIGHTS style necessities for women.
Strong e-commerce business model and a well-defined target Rich history with a story, clear target consumer, classic
KEY COMPETITIVE EDGE
market. designs
25 - 35, trendy, cares about the environment, young 20-35, affluent, educated, professional, and fashion
TARGET MARKET
professional, boho-chic conscious women.
MARKET INFORMATION MARKET SHARE less than 1% less than 1%
Informative Instagram strategy and celebrity endorsements, Omnichannel presence and communicates brand message
MARKETING STRATEGY
cohesive branding in stores and online through all channels.
PRODUCTS Women’s clothing, accessories, and swimwear Women’s clothing, accessories, and swimwear
PRODUCT INFORMATION DENIM PRICING $98-$148 $80-$148
DISTRIBUTION CHANNELS Online, brick and mortar Online, catalogue, brick and mortar
Transparent business practices, strong e-commerce, Strong online presence, personlization, denim recycling
STRENGTHS strong marketing campaigns, celebrity following, B-Corp, program, robust social media, partners with many charities,
experiential stores transparent business practices
Limited stock resulting in high sell-thru, clothing is not size Stores only in America, many stores in malls, low brand
WEAKNESSES
inclusive. recognition, recently spun-off Jcrew into own public company
Growing private equity interest in new fashion businesses, Expand stores into Europe and Asia, designer and celebrity
SWOT INFORMATION OPPORTUNITIES brick and mortar growth, new sustainable fabrics and collaborations, partner with more sustainable resources,
packaging heritage line
Many companies breaking into sustainability, other
Cheaper competitors such as H&M and Zara, rising
THREATS companies producing similar clothing for less money,
production costs
expensive resources
Sustainability, vintage aesthetic, heritage prints, bohemian
TRENDS Tomboy, artsy, high-quality, timeless
and festival wear
APPENDIX
A.2. INDIRECT COMPETITORS
MOTHER ACNE STUDIOS GOOD AMERICAN
MOTHER, famous for its irreverent disposition, model
cult following, and super-soft fabrics, the boutique
A Stockholm-based fashion house with a multidisciplinary Provides an online platform that allows users to shop for
COMPANY PROFILE made-in-L.A. brand is unique for its genius in keeping
approach. activewear, bodysuits, and accessories.
COMPANY HIGHLIGHTS an indie spirit while still offering fits and washes that
appeal to a wide range of people.
Celebrity cult following, distribution in high-end Emphasis placed on tailoring, custom-developed fabrics and It offers items of all sizes and shapes, supporting body
KEY COMPETITIVE EDGE
stores. an eclectic use of materials positivity.
Male & Female 20-45 yrs, upper to middle class, high income, Women 18-50 yrs, middle to upper class, middle-high
TARGET MARKET 25-40, affluent, trendy, boho-chic, care-free
educated, career in a creative industry income, body positive
MARKET INFORMATION MARKET SHARE less than 1% less than 1% less than 1%
Quirky and unapologetically blunt instagram,

MARKETING STRATEGY Biannual magazine, rely heavily on word of mouth Instagram and celebrity influence
celebrities
Includes ready-to-wear ranges for men and women, footwear,
PRODUCTS Women’s clothing and accessories Women’s clothing, activewear and denim
accessories, and bags.
$200.00-$3,000.00 Uses a price skimming strategy to enter
PRODUCT INFORMATION DENIM PRICING $198-$275 $99.00-$185.00
the luxury market at high end prices
DISTRIBUTION CHANNELS Online and big name retailers such as Bloomingdale’s 650 outlets worldwide & ecommerce Avalible online, Nordstom, and Stockist
Well established reputation for being an innovative brand, Size inclusivity, global shipping, strong social media
International accessibility, social media presence, strong consumer base because target audience is able to presence, every item sold donates to Step Up (propels girls
STRENGTHS
made in the USA afford prestige prices, cultivates and promotes employees from under-resourced communitiesto fulfill their potential),
who embody the ethos of the brand “invented” the size 15
No brick and mortar stores, marketing dependant on
lack of brick and mortar stores, competition with Doesn’t take advantage of mainstream advertising, lack of
WEAKNESSES influencers, could be viewed as a company not for smaller
existing retailers, lack of size inclusivity (XS-XL) personalization, no app to expand ecommerce
sizes
Brick and mortar stores, transparency with
SWOT INFORMATION Improving online content and social media pages in order to Marketing strategies, innovative ways of manufacturing
OPPORTUNITIES supply chain, partner with sustainable resources,
interact with their customer more effectively denim
collaborations, wholesale
Many brands with similar styles, rising production and Fast fashion ripping off trends, competitors expanding into The ethical denim market already has a number of early
THREATS
material costs, new trends activewear market, market barriers entrants
Minimalistic and unconventional styles, tailored timeless

TRENDS Quirky, high-quality, California bohemian Duality, rebellious, spontaneity, quirky, sexy
pieces
SOURCES
BRAND IDENTITY
https://www.levistrauss.com/
https://www.levi.com/US/en_US/features/about-us
https://www.levi.com/US/en_US/features/sustainability
https://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.
V I S I O N S TAT E M E N T
https://mission-statement.com/levi-strauss/
C O R E VA L U E S
https://mission-statement.com/levi-strauss/
CORE COMPETENCIES
https://www.levistrauss.com/2019/01/30/laser-show-project-f-l-x-action-eureka-innovation-lab/
https://www.levistrauss.com/2011/07/01/two-horses-many-versions-one-message/
SOURCES
ABOUT LEVI’S
https://www.levistrauss.com/
https://www.levi.com/US/en_US/features/sustainability
https://en.wikipedia.org/wiki/Levi_Strauss_%26_Co.
https://s23.q4cdn.com/172692177/files/doc_financials/2018/LSCO_AR_2018_Download_v04.pdf
SIZE AND SCOPE
https://www.retaildive.com/news/whats-different-about-levis/551558/
https://0-www-statista-com.library.scad.edu/statistics/718949/market-share-of-jeans-market-by-company/
LEVI’S WHOLE SALES
https://www.retaildive.com/news/levis-opening-100-more-stores-as-wholesale-declines/564643/
https://www.toptenwholesale.com/cgi-bin/ttw/app.cgi?action=search&q=levi+jeans
https://www.digitalcommerce360.com/2019/02/15/levis-generates-more-than-220-million-in-direct-ecommerce/
https://www.marketing91.com/marketing-mix-of-levis/
SOURCES
KEY PRODUCTS
https://s23.q4cdn.com/172692177/files/doc_financials/2018/LSCO_AR_2018_Download_v04.pdf
TA R G E T M A R K E T
https://www.ukessays.com/essays/marketing/a-market-analysis-for-levi-strauss-and-co-marketing-essay.php
http://www.strategicbusinessinsights.com/vals/ustypes.shtml
https://retailwire.com/discussion/is-it-a-stretch-for-target-to-carry-levis-pricier-red-tab-jeans/
CONSUMER PROFILE
https://www.norfolk.gov/430/Facts-About-Norfolk
https://en.wikipedia.org/wiki/Norfolk,_Virginia
http://worldpopulationreview.com/us-cities/norfolk-population/
https://www.payscale.com/research/US/Job=Financial_Analyst/Salary
http://worldpopulationreview.com/us-cities/eugene-population/
https://www.bestcollegereviews.org/50-best-college-towns-america/
SOURCES
SOCIAL MEDIA & MARKETING
https://www.instagram.com/levis/?hl=en
https://www.youtube.com/channel/UCNFVl0Sp2AN0d2uALmaOarg
https://www.pinterest.com/levisbrand/
https://twitter.com/LEVIS?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor
SWOT
https://digital.hbs.edu/platform-rctom/submission/levi-strauss-taking-the-water-out-of-jeans/
https://www.cnbc.com/2019/03/19/levi-strauss-ipo-comes-as-denim-market-braces-for-corporate-shakeups.html
https://www.levistrauss.com/2019/10/09/top-takeaways-from-our-2019-q3-earnings-report/
https://www.digitalcommerce360.com/2019/02/15/levis-generates-more-than-220-million-in-direct-ecommerce/
https://expertprogrammanagement.com/2017/01/competitive-analysis-template/
https://www.statista.com/statistics/718949/market-share-of-jeans-market-by-company/
SOURCES
COMPETITORS
https://www.madewell.com
https://www.motherdenim.com
https://www.thereformation.com
https://www.goodamerican.com/
https://www.acnestudios.com/us/en/home
R E F O R M AT I O N
https://www.thereformation.com
MADEWELL
www.madewell.com
SOURCES
MARKET TRENDS
https://allamericanreviews.com/levis/
https://chainstoreage.com/nielsen-these-seven-tech-trends-will-impact-retail-2020
https://www.wgsn.com/content/board_viewer/#/85824/page/8
https://www.barrons.com/articles/good-company-vidalia-mills-and-the-restoration-of-american-denim-01580414949
https://www.barrons.com/articles/good-company-vidalia-mills-and-the-restoration-of-american-denim-01580414949
FA S H I O N T R E N D S
https://www.levi.com/US/en_US/blog/article/levis-authorized-vintage/
https://www.levi.com/US/en_US/blog/article/introducing-levis-authorized-vintage-collection/
https://wwd.com/business-news/business-features/retail-personalization-trends-1203245238/
https://www.vox.com/2018/6/5/17236466/size-appropriation-brands-clothes-plus-size
https://www.racked.com/2018/6/5/17405732/inclusive-sizing-plus-expanded-sizes
I n t r o d u c i n g L e v i S t r a u s s & C o . P r o j e c t F. L . X . | V I D E O
https://www.youtube.com/watch?v=SMDlbNpE6dU
SOURCES
Repair. Reimagine. Recycle. | VIDEO
https://www.youtube.com/watch?v=IDpnCQDxcT0
C O R P O R AT E B U Y P L A N
https://investors.levistrauss.com/news/financial-news/news-details/2020/Levi-Strauss--Co-Reports-Fourth-Quarter-and-Full-Year-2019-Earnings/de-
fault.aspx
N YC S TO R E
https://therealdeal.com/2010/02/03/levis-makes-it-official-at-414-west-14th-street/
PORTLAND STORE
https://getaway.10best.com/12803243/best-time-to-visit-portland
http://worldpopulationreview.com/us-cities/portland-population/
SOURCES
ADDITIONAL SOURCES
http://0-www.referenceusa.com.library.scad.edu/UsBusiness/Detail/Tagged/0275e5b74d4c4e148baf2fc3ea2bb02a?recordId=894586148
https://app.avention.com/company/36b26826-2e36-3fb8-8bc3-b68599e39db4#report/company_summary
https://digital.hbs.edu/platform-rctom/submission/levi-strauss-taking-the-water-out-of-jeans/
https://www.cnbc.com/2019/03/19/levi-strauss-ipo-comes-as-denim-market-braces-for-corporate-shakeups.html
https://www.levistrauss.com/2019/10/09/top-takeaways-from-our-2019-q3-earnings-report/
https://expertprogrammanagement.com/2017/01/competitive-analysis-template/
https://0-www-statista-com.library.scad.edu/statistics/718949/market-share-of-jeans-market-by-company/
https://0-www-statista-com.library.scad.edu/statistics/734419/global-denim-jeans-market-retail-sales-value/
https://0-www-statista-com.library.scad.edu/statistics/1011918/men-s-and-women-s-denim-market-value-worldwide/
https://chainstoreage.com/nielsen-these-seven-tech-trends-will-impact-retail-2020
https://www.gq.com/story/levis-authorized-vintage-launch
https://www.toptenwholesale.com/cgi-bin/ttw/app.cgi?action=search&q=levi+jeans

Levis Buying Plan

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Levis Buying Plan

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LEVI’S

Today, Levi’s is one of the largest brand

“We are the embodiment

Levi’s is a leading innovator in manufacturing mass

DISTRIBUTION & MARKETING

Levi’s distributes its products through various channels

The word Levi’s is universal, and its logo is unmistakable.

2900 Levi’s Branded Stores

Sold in 110 Countries

Levi’s market share of jeans in the U.S. was 10.6% in 2015

Levi’s purchased the naming rights in 2013 for NFL team

AUTHENTIC & SCOPE

DENIM Sold in 50,000 retail locations world wide

65% of the apparel brand’s revenue comes from wholesale

Amazon is Levi’s number one wholesaler

31% of revenue came from company directly owned retail

4% of revenue came from Levi’s e-commerce sales

Established warehouses in every country to increase rate

74% Bottoms 20% Tops 29% Women

VALS PROFILE: Achiever (Primary), Striver (Secondary)

STYLE: Streetwear inspired, Mixing Patterns & Edgy

VALS PROFILE: Thinker (Primary), Innovator (Secondary)

STYLE: Vintage Inspired, Risk Taker & Feminine

INSTAGRAM: 7.2 M FOLLOWERS

Strong omnichannel experience due to the

Innovative Sustainability Efforts Non-editoralized photos on site

Reformation is a sustainable, vertically-integrated

Target Market includes 25 - 35 year old young

Holds less than 1% of the market

Has a strong background in sustainability

Madewell is for denim lovers. They not only focus

Target Market includes 20 - 35 year old young

Holds less than 1% of the market

Branching into sustainability

More companies are beginning to provide consumers the opportunity to be

A growing want from consumers is local manufactoring. Currently,

As a leader in denim sustainablity, Levi’s should begin looking

Recently, Dan Feibus purchased 46 looms and set up a denim

The average woman in America is at or above a size 12. Currently Levi’s

Personalization and customization is a trend that consumers are starting

Levi’s is one of the most sought after vintage brands

Allowing their e-commerce to sell vintage would

Levi’s could create a rewards program for vintage. If

SITE MOCK UP: JENNA MACK PHOTO CREDIT: NOA GAMLIEL

SITE MOCK UP: JENNA MACK PHOTO CREDIT: NOA GAMLIEL

Plan Net Sales, Fall 2020 438,319.1 PLAN % LAST YEAR

Average Stock, Retail:

FALL 2020: 6 MONTH BUYING PLAN 1.8

% Fall 14% 18% 16% 18% 22% 12% 100%

% Reductions Fall 8% 15% 15% 25% 20% 17% 100%

Purchases, Cost 41,284.2 36,669.8 42,026.0 49,442.2 28,017.4 24,621.8 222,061.7

Plan Net Sales, Fall 2020 43,831.9

Est. Net Sales, Fall 2019 38,114.7

Plan % Last Year:

Average Stock, Retail:

FALL 2020: 6 MONTH BUYING PLAN

August September October November December January Fall 2020

Net Sales 6,574.8 7,013.1 6,136.5 8,766.4 9,643.0 5,698.1 43,831.9

% Fall 15% 16% 14% 20% 22% 13% 100%

% Reductions Fall 8% 15% 15% 25% 20% 17% 100%

Purchases, Cost 3,419.8 2,935.6 4,089.3 4,645.5 2,842.9 2,623.4 20,556.6

Plan Net Sales, Fall 2020 13,035.2

Est. Net Sales, Fall 2019 11,434.4

Plan % Last Year: