Levi Strauss Case Study
Introduction:
This paper deals with the marketing strategies for the Levis Strauss brands to become the
top brand in the world in various kinds of jeans and other apparels. Levis Strauss is having the
75% share in the GWG but allowed them to maintain in their own way. The GWG was also the
first to produce pre-washed jeans and had a good position in the market. GWG and Levis Strauss
Canada were concentrated on the high class people and not much concentrated on the retail
market with this one the new firms enters in to the market and the production rate of the GWG
and Levis Strauss has declined.
Company Background
Levi Strauss was founded in 1853 first and foremost selling dry goods in the wholesale clothing
market. The company was founded in San Francisco, California. Davis and Strauss purchased
the patent of the idea of using copper rivets in clothing on May 20, 1873. Levi Strauss put
concentrate on its two brands (Levi’s and Dockers) because the brand was originally licensed to
Jack Spratt. Jack Spratt is a small jeans manufacture based in Montreal.
The GWG (Great Western Garment Company) founded in Edmonton, Alberta in 1911, becoming
the first jeans brand company in Canada. GWG has always been an integral part of the Canadian
heritage. The brand mainly made up with quality and the price will be reasonably to all type of
customers. It is the first brand uses the stonewash jeans. GWG was a leading brand in 1972 in
Canada, this brand maintaining 30% of the market in jeans industry. At that time in this market
there are more brands in the market and there were no design labels and their own label brands.
GWG brand never been designed for females. The GWG jeans are mainly for the working men
Research course- week Assignment # 1 December 13th 2010
4
in mining, farming, construction and related to same occupations. The image of GWG is more
positive and “workman-like” than Levi's. This brand will mainly for the comfort and stay long
life. The
This paper deals with the marketing strategies for the Levis Strauss brands to become the
top brand in the world in various kinds of jeans and other apparels. Levis Strauss is having the
75% share in the GWG but allowed them to maintain in their own way. The GWG was also the
first to produce pre-washed jeans and had a good position in the market. GWG and Levis Strauss
Canada were concentrated on the high class people and not much concentrated on the retail
market with this one the new firms enters in to the market and the production rate of the GWG
and Levis Strauss has declined.
Company Background
Levi Strauss was founded in 1853 first and foremost selling dry goods in the wholesale clothing
market. The company was founded in San Francisco, California. Davis and Strauss purchased
the patent of the idea of using copper rivets in clothing on May 20, 1873. Levi Strauss put
concentrate on its two brands (Levi’s and Dockers) because the brand was originally licensed to
Jack Spratt. Jack Spratt is a small jeans manufacture based in Montreal.
The GWG (Great Western Garment Company) founded in Edmonton, Alberta in 1911, becoming
the first jeans brand company in Canada. GWG has always been an integral part of the Canadian
heritage. The brand mainly made up with quality and the price will be reasonably to all type of
customers. It is the first brand uses the stonewash jeans. GWG was a leading brand in 1972 in
Canada, this brand maintaining 30% of the market in jeans industry. At that time in this market
there are more brands in the market and there were no design labels and their own label brands.
GWG brand never been designed for females. The GWG jeans are mainly for the working men
Research course- week Assignment # 1 December 13th 2010
4
in mining, farming, construction and related to same occupations. The image of GWG is more
positive and “workman-like” than Levi's. This brand will mainly for the comfort and stay long
life. The
References: Research course- week Assignment # 1 December 13th 2010 LEVI STRAUSS CASE STUDY 12