...a pair of jeans, cotton cultivation (68%) and consumer use (23%) continue to have the most significant impact on water consumption. Consumer care is also responsible for the most significant energy use and climate impact, representing 37 percent of the 33.4 kilograms of carbon dioxide emitted during the lifecycle of a jean. The new LCA expands on previous research to better understand the impact of cotton cultivation and includes data from the world’s primary cotton producing countries, including the United States, China, Brazil, India, Pakistan and Australia. It also analyzes consumer care data from new markets, including China, France and the United Kingdom, to understand the costs and benefits of differences in washing habits. To reduce the impact of cotton consumption, LS&Co. is working with the Better Cotton Initiative® (BCI) to train farmers to grow cotton using less water. Based on the latest BCI harvest data available, in 2013, cotton farmers in China reduced their water use by 23 percent compared with farmers who were not using BCI techniques. LS&Co. plans to...
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...“The Mission of Levi Strauss & Co. is to sustain responsible commercial success as a global marketing company of branded apparel.” (“Mission Statement”). Levi’s main goal is to be a long-lasting company, as it’s written in their mission statement. The company has been around for quite some time; almost everyone can recognize the name Levi’s. But when someone purchases a pair of Levi’s jeans, they probably don’t think about what goes on behind-the-scenes, or how the jeans were actually made. The following paragraphs will cover Levi’s raw materials, modes of transportation, marketing strategy, and their operations. Jeans were invented shortly after the California Gold rush. Levis Strauss then began making miners’ denim work pants with copper rivets. The denim pant had already existed for a while at the time, but Mr. Strauss’ addition of the metal rivets at pocket corners and other points of strain made regular denim pants a “Levi”. In the year 1873, Levi Strauss and his business partner Jacob Davis received a patent for what would soon become the most popular denim brand ever made. (“Levi Strauss”). Because Levi’s is a well-known, international brand, it has suppliers all over the world. There are many different routes through which a pair of Levi’s jeans can be made, throughout the Americas, Europe, Asia, the Middle East, and Africa. One of the many routes taken in the production of a pair of Levi jeans is one located right here in the United States, operating from the...
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...later became the legendary Jeans. Levi Strauss & Co. (LS&Co.) is one of the world’s largest brand-name apparel marketers with sales in more than 100 countries. There is no other company with a comparable global presence in the jeansand casual pants markets. Levi Strauss & Co., together with its subsidiaries, operates as a branded apparel company. The company designs and markets jeans, casual and dress pants, tops, skirts, jackets, footwear products, and related accessories for men, women, and children under the Levi’s, Dockers, Signature by Levi Strauss & Co., and Denizen brand names. It also licenses its trademarks for an array of products, including accessories, pants, tops, footwear, and other products. The company distributes its Levi’s and Dockers products primarily through chain retailers and department stores in the United States; and through department stores, specialty retailers, and franchised stores internationally. In addition, it distributes its Levi’s and Dockers products through online stores. Further, the company distributes Signature by Levi Strauss & Co. branded products primarily through mass channel retailers in the United States and Canada, as well as through franchised stores in the Asia Pacific; and Denizentm products through franchised stores in the Asia Pacific. As of November 28, 2010, it had approximately 470 company-operated stores in approximately 27 countries; and approximately 1,800 franchised and other stores. Levi Strauss & Co. is a globally...
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...Levi’s Category: Apparel and accessories Sector: Lifestyle and Retail Positioning: Outgoing and stylish quality jeans The Levi’s® brand epitomizes classic American style and effortless cool. Since the invention and patent of riveted clothing by Jacob Davis and company founder Levi Strauss in 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world — capturing the imagination and loyalty of people for generations. And while the patent has long since expired, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Created in 1873, Levi's® jeans are the original, authentic jeans. They are the most successful, widely recognized and often imitated clothing products in the history of apparel. Over successive generations, Levi's® jeans have captured the attention, imagination and loyalty of diverse individuals. As the inventor of the category, the Levi's® brand continues to define jeanswear with the widest range of products available, from quintessential classics such as the famous Levi's® 501® Original jean, to favorite fits and styles in the Red Tab™ and premium collections. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. Mission: We will market the most appealing and widely worn casual clothing in the world. We will clothe the world...
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...Lydia Cooper Period 7 Due: 10/8/13 Jeans at War The over arching quote made by many Americans in today's society is that " beauty is in the eye of the beholder" many advertisers use this motto to intrigue its customers. Brands such as Levi's, True Religion, Diesel, and many more that advertise that if a consumer buys one pair of these jeans it will change them completely and gives consumers the false truth that they will look good, have a date or even be the most popular girl/boy in school. In many department stores when consumers buy a pair of jeans they usually don't think about the origin of that one pair of jeans. About 85% of labels on jeans say Made in China. In China the production of jeans is at an all time high. Sweat shops are almost on every corner and is the main job that people from small villages are able to uphold. Many of the people producing the jeans that all of Americans have worn at any point and time of their lives live and work in terrible working conditions and also receive 8 cents for each pair of jeans made when a pair of true religion jeans are being sold for at least 100 dollars. Some labor unions were created but never successful because of their subcontractors not allowing them to leave or threatening not to pay them for the 18 hour work day. The negative impact of the production of this product shines light on how society as a whole sheds a blind eye to how jeans are made and how the people producing this "American" product are treated...
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...fashion [+] Strategic growth in the fashion retail industry Ben Sherman Logo Ben Sherman — Using the marketing mix in the fashion industry This case study examines how Ben Sherman uses the marketing mix to help the business remain competitive and extend its market share and influence. — Edition 13 C&A Logo C&A [+] Creating value - brand management [+] Implementing Codes of Conduct Diesel Logo Diesel — Live, breathe and wear passion This case study looks at how Diesel promotes its products and the brand. — Edition 15 Dr Martens Logo Dr Martens [+] Building a fashionable brand image [+] Re-engineering a business process [+] Development of a brand through trade mark protection Levi's Logo Levi's — Reclaiming the identity of a brand This case study has shown how Levi’s has used effective brand management planning to reclaim the brand and to turn around the fortunes of the company. — Edition 6 Primark Logo Primark [+] Beyond corporate social responsibility [+] Engaging with stakeholders [+] Providing consumers with ethically sourced garments Tencel Logo Tencel — Developing a product This case study focuses upon the translation of an idea into a highly marketable product. — Edition 3 About the fashion industry The fashion industry is responsible...
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...ON Company name:- LEVI’S Product : - BAGS Submitted by:- Vinay Kumar Gupta Roll no-RR1901B41 “No gain without pain is a common saying”. Gratitude is the hardest of emotion to express and often does not find adequate words to convey. Therefore, a report is not an effort of a single person but it is a contributory effort other brain. So I would like to thanks all those who have helped me directly or indirectly during my report. I am also thankful to Dr. M.K. Sharma for their keen interest, constructive criticism, persistent encouragement and untiring guidance throughout the development of the report. It has been my great privilege to work under his inspiring and provoking guidance. CONTENTS 1. Company Description 2. Business Mission 3. Marketing objective 4. Situation Analysis * Industry analysis * Competitors * Customer profile * Technology * SWOT analysis 5. Marketing Strategy * Target market strategy * Marketing mix 6. Implementation , Evaluation, and Control * Marketing research * Organizational structure and plan * Financial projection * Implementation timetable * Summary endnotes * References COMPANY...
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...The current issue and full text archive of this journal is available at www.emeraldinsight.com/1355-5855.htm Brand extension: using parent brand personality as leverage Angelina Nhat Hanh Le and Julian Ming Sung Cheng Business Administration Department, National Central University, Chung-Li City, Taiwan, Republic of China Brand extension 599 Yueh Hua Lee Department of Business Administration, Tamkang University, New Taipei City, Taiwan, Republic of China, and Megha Jain Department of International Tourism Management, Tamkang University, Jiaosi Township, Taiwan, Republic of China Abstract Purpose – The purpose of this paper is to investigate the predicting roles of extension naming strategies and categorical fit on the transfer of brand personality from a parent brand to its extension brand. Extension naming strategies include direct and indirect naming, while categorical fit is the similarity between an extended product and its parent brand’s cognitive category. Further, the interaction effect and the relative effectiveness of various combinations of the two predictors when determining brand personality transfer are also explored. Design/methodology/approach – A 2 £ 2 factorial between-subject experimental design with one covariate is used to test the proposed hypotheses. The experiment involves 242 participants from a university in Taiwan. Findings – The findings show that consumers perceive higher brand personality transfer when a direct naming strategy is...
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...Table of Contents |Topic |Page No. | |Executive Summary |3 | |Introduction |4 | |History |5 | |Brands |11 | |Values |14 | |Vision Statement |15 | |Mission Statement |16 | |Aspiration Statement |18 | |Situation Analysis |19 | |Competitive Analysis |20 ...
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...Diesel Report The research initially focused on international denim brands (Levi’s, Pepe jeans, Diesel and Kuyichi), among them Diesel is the less sustainable so Fantastic 5 as a group investigated how this brand could be more sustainable and gain more transparency. Here a brief introduction of the brand. Diesel is an Italian clothing brand founded in 1978 by Renzo Rosso. Diesel started focusing on making high-quality jeans but now it offers a wide range of clothing, accessories, shoes, sunglasses and perfumes. The company is present in over 80 countries with over 5,000 points of sale and more than 300 monobrand stores (200 of which are company-owned and the rest in partnership with local distributors). It has become a symbol of the youth culture worldwide, from a work cloth to a high fashion item. Since the beginning of his career in the fashion industry Renzo Rosso, CEO’s company, aimed to be a leader, he entered the US market when Levi’s was the giant of blue jeans worldwide. He wanted a company that took chances and carved out a niche for itself in its field. He started employing creative and talented people, welcoming international students to enrich the company of different background. He wanted to create the most dynamic and imaginative product available anywhere: he gave his open-minded design team broad stylistic freedom, and their mission was to create an apparel line perfect for independent people. Diesel target is 18-35 age person, fashionable but not victim...
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...Table of Content 1. Executive Summary…………………………………………………………………………P.1 2. The Challenge………………………………………………………………………………..P.2 3. Situation Analysis……………………………………………………………………………P.3 3.1 PEST Analysis……………………………………………………………………………P.4 3.2 SWOT……………………………………………………………………………………..P.5 4. Market segmentation………………………………………………………………………P.6 5. Market Positioning………………………………………………………………………….P.8 6. Alternative Marketing Strategy…………………………………………………………….P.9 7. Product……………………………………………………………………………………P.10 8. Price…………………………………………………………………………………………P.10 9. Place (Distribution)………………………………………………………………………P.11 10. Promotion………………………………………………………………………………P.11 11. Short & Long Term Projections……………………………………………………….P.18 12. Conclusion……………………………………………………………………………….P.19 13. References……………………………………………………………………………….P.20 1. Executive Summary Improve brand awareness of Lee Jeans to Hong Kong young adults with a digital marketing plan that sustains to half year is the target of this project. Digital media is the best way to promote Lee Jeans products to our target customers, not only the result is measurable for evaluation to improve the marketing strategy in the future, but also the budget is controllable and not so costly as traditional medias. There are 2 stages of marketing events: Phrase 1: build up new customers database thru a photo taking competition for collecting primary and secondary data. Phrase 2: customer engagement thru Facebook platform, invite the...
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...European Entrepreneurship Case Study Resource Centre Sponsored by the European Commission for Industry & Enterprise under CIP (Competitiveness and Innovation framework Programme 2007 – 2013) Project Code: ENT/CIP/09/E/N02S001 2011 Noir / Illuminati II (Denmark) Benoit Leleux IMD International This case has been prepared as a basis for class discussion rather than to illustrate either the effective or ineffective handing of a business / administrative situation. You are free: to copy, distribute, display, and perform the work to make derivative works Under the following conditions: Attribution. You must give the original author credit. Non-Commercial. You may not use this work for commercial purposes. Share Alike. If you alter, transform, or build upon this work, you may distribute the resulting work only under a license identical to this one. For any reuse or distribution, you must make clear to others the license terms of this work. Any of these conditions can be waived if you get permission from the author(s). NOIR/ILLUMINATI II Introduction Peter looked out of his window. His window! He liked the sound of that. It had taken him 15 years of discipline and hard work to reach this point. Of course, he had enjoyed more prominent and remarkable views and offices in the past, but for the first time it was his name on the lease contract, his office and his company. And 2007 was going to be the year of Noir/Illuminati II. So far, after nine months, it looked...
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...Levi Strauss & Co. and China From: Case Studies in Business Ethics 5th ed. Al Gini (pp. 294-298) The market that is the people's Republic of China consists of more than 1 billion consumers and offers low production costs, but its human rights violations have long been condemned by international bodies. In 1993 Levi Strauss & Co. (LS & Co.) faced one of its more difficult decisions in a long corporate history. Would it continue to conduct business in this enormously promising market or honor its relatively high ethical standards and withdraw? Levi Strauss: History and Ethical Stance Founded in the United States in 1873, LS&Co. enjoyed consistent domestic growth for generations and began overseas operations during the 1940s. The company became the world's largest clothing manufacturer in 1977 and achieved $2 billion in sales by the end of the decade. Having offered stock to the public during the 1970s to raise needed capital, management decided fourteen years later to reprivatize in a $2 billion leveraged buyout, the largest such transaction to date. Management's reasons included its heightened ability to "focus attention on long-tem interests (and)… to ensure that the company continues to respect and implement its important values and traditions." By 1993, LS&Co. Produced merchandise in 24 countries and sold in 60. LS&Co. has been a leader among U.S.-based corporations in recognizing the importance of business ethics and community relationships. Two...
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...Human Resource Management Week 2 Assignment August 30, 2012 Chapter 2 Learning Exercise 2 1. Small businesses comprise a major portion of the U.S. economy. Larger companies typically have more resources to hire staff dedicated to supporting the management of employees than do smaller companies, which often lack formal HR departments to provide similar support. This does not eliminate the need to attend to people issues in smaller companies; rather line managers or company owners must perform HR practices in addition to their other activities. Also, smaller businesses often do not have the resources to provide the same level of pay, benefits, and training opportunities to employees as larger companies. 2. Although small companies often do not have the same type or level of resources enjoyed by larger companies, the importance of effectively managing employees may be magnified in smaller companies. With a smaller staff, managers may expect employees to display greater autonomy and discretion. As a result, the types of knowledge, skills, and abilities that employees may need in small versus large companies, even for the same job, differ. Furthermore, in contrast to large operations, in a small company, the performance of each employee is likely to have a larger, more direct impact on company success. 3. Yes, it would influence my decision about how to manage my employees. The pressures of managing employees in a young, startup company are different from...
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...1 Faculty of Economic Sciences, Communication and IT Department of Business Administration Garment Industry Analysis in China Case Study on YiChang Richart Factory Limited Degree Thesis of 30 credit points Service Science LIU XIANG & XING ZHENZHEN Karlstads universitet 651 88 Karlstad Tfn 054-700 10 00 Fax 054-700 14 60 Information@kau.se www.kau.se Supervisor: Lars Haglund 1. ABSTRACT Purpose - In manufacturing industry, China is the most powerful all over the world. The garment industry is one of the most important parts in the market for manufacturing goods. And for the garment industry, China is the largest export country in the world. When we go shopping, we can see a lot of tags about ―made in China‖. Referring to China’s exporting capability in the garment industry, we want to find out why most of international clothing companies choose China as their manufacture market for their production basement. And whether the ―made in China‖ tagged in clothes is influencing consumer behavior or not. Moreover, the authors would like to provide some feasible suggestions on the management for the Chinese garment manufacturers, especially in the labor force problem. Methodology - This paper mainly takes the methodologies of literature review, both qualitative and quantitative analysis in case study, and questionnaire survey. The literatures reviewed here include company articles, academic papers, books, and website information. And in consumer...
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