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Levis: International Operations

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Levi Strauss & Co. : An overview

According to the company’s Web site (www.levistrauss.com) the company was founded in 1853 by a young Bavarian immigrant Levi Strauss. Levi Strauss had left New York to San Francisco to sell his supply of dry goods. There he found the need for rugged long lasting trousers. Levi patented cotton riveted waist overall which 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 organised organized into three

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