-LEVI’S STRAUSS JEANS-

NAME: MOHD NADZREE NOOR ERWANSHAH BIN

NAJIB SULAIMAN

MATRIX.NO: 2006283068

GROUP: BMD3C2

PREPARED FOR: MADAM IMELDA ALBERT GISIP

 • PREFACE

• HISTORY OF LEVI’S
STRAUSS

• THE PRODUCT

• THE PLACE

• THE PRICE

• THE PROMOTION

• TARGET MARKET

• GALLERY

• REFERENCES

First of all, I feel so grateful because after about half and a month
searching the information about my product to done my MKT243
assignment is now completely done. My assignment maybe is not perfect as
that demand by my lecturer, but at the time I tried to finish this work I give a
100 percent effort to done my assignment to make perfect as my lecturer
want. This is best that I can give to my lovely lecturer Madam Imelda.

I’m thankfully praise to the God because allowed me to finish my assignment,

give a good health, good idea to generate this assignment completely done. I
cannot finish my assignment without God helps.

I also very thankful to my beloved parent that is am strongest supporters in

my life. Without both of them, I will never born in this world and will not
educated and success in my life until now. Sometimes their not even care
about themselves accepts me. Here, I just want to say that I love my parent
so much.

To Madam Imelda who teaches me MKT243, I would like to say that thank you
very much to her because of her efforts teach me and my friends MKT243.
She always happy and do a joking in the class to make sure her student
understand about marketing besides enjoy in her class. I’m so lucky had a
lecturer like you.

Last but not least, I would like to thank to all my friends because of their help
to finish my assignment and my study. I want to thanks very much to Afizie,
khairul, Ammenuel and the others because helps to finish my project paper. If
not because of them, I will not able to finish my project paper.

Thank you
The History of Blue Jeans

The main brand, founded in 1873 in San Francisco specializing in riveted

denim jeans (including the world-famous 501s) and different lines of
casual and street fashion.

In 1853, the California gold rush was in full swing, and everyday items were
in short supply. Levi Strauss, a 24-year-old German immigrant, left New York
for San Francisco with a small supply of dry goods with the intention of
opening a branch of his brother's New York dry goods business. Shortly after
his arrival, a prospector wanted to know what Mr. Strauss was selling. When
Strauss told him he had rough canvas to use for tents and wagon covers, the
prospector said, "You should have brought pants!," saying he couldn’t find a
pair of pants strong enough to last.

One of Levi's customers was Jacob Davis, a tailor who frequently purchased
bolts of cloth from Levi Strauss & Co.'s wholesale house. After one of Jacob's
costumers kept purchasing cloth to reinforce torn pants, he had an idea to
use copper rivets to reinforce the points of strain, such as on the pocket
corners and at the base of the button fly. Jacobs did not have the required
money to purchase a patent, so he wrote to Levi suggesting that they both
go into business together. After Levi accepted Jacobs' offer, on May 20, 1874,
the two men received patent #139,121 from the United States Patent and
Trademark Office. The "patented rivet" would later be incorporated into the
company's jean design (and into later advertising lore). Contrary to an
advertising campaign suggesting that Levi Strauss sold his first jeans to gold
miners during the California Gold Rush (which peaked in 1849), manufacture
of denim overalls only began in the 1870s. Modern jeans began to appear in
the 1920s.

Denim Blue Jeans

Levi Strauss had the canvas made into waist overalls. Miners liked the pants,
but complained that they tended to chafe. Levi Strauss substituted a twilled
cotton cloth from France called "serge de Nimes." The fabric later became
known as denim and the pants were nicknamed blue jeans.
 By the 1880s Levi had leased factory space and then
opened his own factory south of Market Street (though
the dates and information are a bit vague here, thanks to
the loss of the company’s historical records in the 1906
earthquake and fire). The famous 501® jean – known at
the time simply as “XX” – was soon a best seller, as were
the other riveted products Levi and Jacob added to their
new manufactured lines.

Levi carried on other business pursuits during his career,

as well. He became a charter member and treasurer of
the San Francisco Board of Trade in 1877. He was a
director of the Nevada Bank, the Liverpool, London and
Globe Insurance Company; and the San Francisco Gas and Electric Company.
In 1875 Levi and two associates purchased the Mission and Pacific Woolen
Mills from the estate of former silver millionaire William Ralston, and the
mill's fabric was used to make the Levi Strauss & Co. "blanket-lined" pants
and coats.

He was also one of the city’s greatest philanthropists. Levi was a contributor
to the Pacific Hebrew Orphan Asylum and Home, the Eureka Benevolent
Society and the Hebrew Board of Relief. In 1895 he and a number of other
prominent San Franciscans provided funds to build a new railroad from San
Francisco to the San Joaquin Valley (a project which unfortunately failed). And
in 1897 Levi provided the funds for twenty-eight scholarships at the
University of California, Berkeley.

As the end of the 19th century approached, Levi was still involved in the day-
to-day workings of the business, though he had brought his nephews into the
firm by this time. David Stern had died in 1874 and his four sons – Jacob,
Sigmund, Louis and Abraham – were now working with their uncle Levi. In
1890 - the year that the XX waist overall was given the lot number "501®" -
Levi and his nephews officially incorporated the company.

During the week of September 22, 1902 Levi began to complain of ill health
but by Friday evening the 26th, he felt well enough to attend the family
dinner at the home on Leavenworth Street, which he shared with Jacob
Stern’s family. He awakened briefly in the night and told the nurse in
attendance that he felt "as comfortable as I can under the circumstances.”
Then, peacefully, he died. His death was headline news in the Sunday,
September 28 edition of the San Francisco Call. On Monday, the day of his
funeral, local businesses were temporarily closed so that their proprietors
could attend the services. The eulogy was read at Levi’s home by Rabbi Jacob
Voorsanger of Temple Emanu-El; afterward, company employees escorted
the casket to the Southern Pacific railway station, where it was transported to
the Hills of Eternity Cemetery in Colma (now Home of Peace), south of San
Francisco.

Levi's estate amounted to nearly $6 million, the bulk of which was left to his
four nephews and other family members. Other bequests were made to the
Pacific Hebrew Orphan Asylum, the Home for Aged Israelites, the Roman
Catholic and Protestant Orphan Asylums, Eureka Benevolent Society and the
Emanu-El Sisterhood.
In summing up Levi's life and the establishment of his business, the San
Francisco Call stated: "Fairness and integrity in his dealings with his Eastern
factors and his customers and liberality toward his employees soon gave the
house a standing second to none on the coast." An even more fitting
testimonial was pronounced by the San Francisco Board of Trade in a special
resolution:

"...the great causes of education and charity have likewise

suffered a signal loss in the death of Mr. Strauss, whose splendid
endowments to the University of California will be an enduring
testimonial of his worth as a liberal, public-minded citizen and
whose numberless unostentatious acts of charity in which neither
race nor creed were recognized, exemplified his broad and
generous love for and sympathy with humanity."

*******

On April 18, 1906 San Francisco was devastated by a massive earthquake

and fire. Counted among the buildings which did not survive the catastrophe
was the headquarters of Levi Strauss & Co. on Battery Street. The building
survived the earthquake, but not the fire, which raged for three long days: all
dry goods, furnishings and business records were destroyed. The factory
suffered the same fate.

It was a great loss, but it did not signal the end to the company. As the ashes
cooled, the Stern brothers made plans for a new facility and a new factory, as
their uncle Levi would no doubt have done. They also continued to pay
employee salaries and extended credit to other, less fortunate merchants
until they could get back on their feet.
Although buildings and factories fell, the company built by Levi Strauss was
bedrock solid, due to his foresight, his business sense and his unswerving
devotion to quality.
Levi’s jeans Description
The quality denim that the company used increased the fabric’s strength and
gave Levi’s brand name a very strong reputation. The big characteristic of
their pants that set them apart was how the company revolutionized the
process of riveting the pocket corners of men’s pants, and sewing them
under the fabric. Previously there were complaints about how the seams
wore away too quickly and that other rivets scratched things like saddles and
seats.

Beginning in 1912, the company launched a product called “Koveralls” that

were one-piece playsuits for children. “Koveralls” were the first product to
begin to sell nationally. The next move for the company was to register its
trademark, which they did in 1928. Since then, the brand has launched
numerous line and brand extensions. “Lady Levi’s” were the company’s first
jeans for women; “Lighter Blues” were casual slacks; “Denim Family” marked
the company’s entry into the sportswear category, and “STA-PREST” slacks
were the first wrinkle-free products introduced. Other extensions included
bellbottoms in the 1970’s, and in 1986 Dockers Khakis were first introduced
in the United States and quickly they became the best selling khaki pant.
More recent brand extensions include the 1996 additions of Slates brand,
which is a new line of men’s dress pants, and Levi Vintage clothing.

The Two Horse brand leather patch is first used on the waist overalls. Its
purpose was to demonstrate the strength of the pants and reinforce our
status as the originator of patent riveted clothing. We knew that the patent
would go into the public domain around 1890and decided to reinforce our
message of originality and strength graphically. There may also have been a
tradition of some sort of patch on men’s work wear at this time, but his has
been hard to research.
First of all, since the Levi’s has become the very strongest brand of jeans,
there have a many types of styles jeans that been produced by the Levi’s &
co. to market and their boutique all over the world. Below is the some of the
style that been produced by Levi’s & co.

Styles

• 501 Button Fly

• 505 Straight Leg
• 550 Relax Fit
• 516 Slim Fit
• Type 1 Iconic Fit
• Type 1 Real Loose
• Type 1 Tough Boot
• Capital E Skimmer Skinny - women
• Premium City Straight - women
• 542 Low Straight/Low Flared - women
• 519 Flared - women
• 646 Capital E Vintage Flared - women
• 515 Boot Cut - women
• 525 Boot Cut - women
• 518 Superlow Boot Cut - women
• 519 Flared - women
• 503 Skinny - women
• 504 Slouch Straight - women
• 514 Slouch Boot Cut - women
• 527 Low boot - men
• 529 Low Straight - men
• 514 Slim - men
• 517 Boot Cut - men
• 569 Loose Straight - men
• 529 Low Straight - men

Levi’s 501
On the year of 1890, lot numbers are first assigned to the products being
manufactured. “501” is used to designate the famous copper-riveted waist
overalls. There is no reason why this number was chosen. The “201” jean
was also been made, which was a less expensive version of the pants, as well
as other products using other three-digit numbers. Because of the loss of our
records in1906, the reasons for many of these changes are unknown.

But jeans with the designated style number “501” are the very popular and
was the higher demanded until now. It was distinguished by the following
unique features: a fly of metal buttons rather than a zipper, copper rivets on
the pocket seams, a leather label sewn on the waistband, a stitched pattern
of a double "v" on the back pockets, a red tag with the word "Levi's" sewn
into the seam of the right back pocket, and the use of heavyweight cotton
denim that will "shrink-to-fit" an inch or so at the waist and legs with the first
laundering.

A pair of old Levi's 501 jeans

During World War II, with the famous 501 waist overalls., U.S. Soldiers wore
Levi's jeans and jackets overseas, which gave the products their first
international exposure. Levi’s continued to be popular throughout the late
1950s, and were even exhibited at the World's Fair at the "American Fashion
Industries Presentation" in Moscow. This was one of their many successful
steps to getting their name and product out to the world!

On 1927, Cone Mills develops the 10 oz. red selvage denim exclusively for
the
501® jeans. The denim is woven in 29” wide looms. On 1937, the red Tab is
first placed onto the right back pocket of the overalls. The word “Levi’s” is
stitched in white in all capital letters on one side only. The Tab is created to
differentiate Levi’s® overalls from the many competitors in the marketplace
who were using dark denim and an Arcuate stitch.

During the 1984 Games, the new 501 Blues television campaign was
launched, and lead to a resurgence in the sales of the 501 jeans. That
television campaign actually ended up winning an award for its positive
portrayal of disabled people in their ads. Levi’s has also sponsored various
musical artists, including the Rolling Stones’ “Voodoo Lounge” tour and
Lauryn Hill’s “Miseducation” tour, along with the MTV Video Music Awards.
Levi's® 501® Original Button Fly jeans for women
Since then, the brand has launched numerous line and brand extensions.
“Lady Levi’s” were the company’s first jeans for women; “Lighter Blues” were
casual slacks; “Denim Family” marked the company’s entry into the
sportswear category, and “STA-PREST” slacks were the first wrinkle-free
products introduced. Other extensions included bellbottoms in the 1970’s,
and in 1986 Dockers Khakis were first introduced in the United States and
quickly they became the best selling khaki pant.

On 1981, 501 jeans for women are introduced, with the airing of the
famous
“Travis” television commercial.

Today, Levi's® has taken the classic cut of the Original Button Fly jean and
updated it for today's woman. The straight leg opening is slightly wider, the
cut just a little looser for added comfort, which make these destined to be
your favorite jeans.

A feature for this product is Button fly, 100% cotton, pre-shrunk denim.
Dark Broken and Iggy fabrics have slight sandblast effect on the seat and
thighs for a vintage look, variations in the amount of sandblasting are
inherent in the process. Medium Stonewash fabric is a true stonewash fabric
with no sandblasting.
RedWire DLX
Levis is joining the mobile technology clothing trend with a new iPod ready
jeans line which offers built-in headphones, joystick, and docking cradle. The
new Levis RedWire DLX jeans will be featuring a special pocket with a white
leather patch that stores the iPod.

“Designed for both men and women, the jeans seamlessly integrate iPod plug
and play technology giving music enthusiasts the most innovative and
fashionable way to enjoy music on the go,” says Levi’s. “The new Levi’s
RedWire DLX jeans have been developed to be practical and leading-edge in
their aesthetic. A crisp white leather patch and joystick, bluffed back pockets
with hidden stitching, and clean minimalist buttons and rivets allude to the
iPod’s famously pure design.

The jeans also offer a joystick in the watch pocket (which I think is that little
pocket under the right pocket that I never use) which will let Levis RedWire
DLX jeans wearers control their iPod without having to take it out of their
pants or look at it. The jeans will also be featuring retractable headphones
(wonder if they will be red, hence ‘RedWire’ to support Levis branding).

“In designing the jeans we considered both function and fashion. The result is
a uniquely functional, yet stylish, great fitting jean,” said Robert Hanson,
Levi’s US brand president.

To be launched in August 2006. Levi

Strauss is not the first to produce iPod-
compatible clothing, but it is believed to
be the first to do so for trousers or jeans.
 Levi’s store is located everywhere, as a well known as a famous brand all
around the world, Levi’s now had a boutique and store everywhere around
the world. So the product can be purchase by the customer at the available
store. The product it does just not can be purchase at the Levi’s store only
but also can be purchased at internet. It means that the product can be
purchase at the online buying through the entire web that sales the product
of the Levi’s jeans. Below is the some address of Levi’s store that is available
in Malaysia and the online buying from website those sales the Levi’s jeans.

ADDRESS OF LEVI’S STORE AT MALAYSIA

KUALA LUMPUR
Levi's & Co.
Lot LG 132, Lower Ground Floor
Jaya Jeans Sdn Bhd
Sg Wang Plaza
Jalan Bukit Bintang, 55100 Kuala Lumpur
03-21481867

Levi's & Co.

G28 Ground Floor Pertama Shopping Complex
Brothers Fashion
Jalan Tuanku Abdul Rahman
50100 Kuala Lumpur
03-26917930

Levi's & Co.

G41 & 42, Berjaya Times Square
Winsberg Sdn Bhd
1 Jalan Imbi
55100 Kuala Lumpur
21411868, 21443660

Levi's & Co.

C50 Concourse Floor Suria KLCC
The Jeans Store
Kuala Lumpur City Centre
50088 Kuala Lumpur
03-21665501

SABAH
OLS
4th Floor Centrepoint Sabah
Kian Teck
1 Jalan Centrepoint
88000 Kota Kinabalu
088-233287, 088-237782

SELANGOR
Levi's & Co.
G-116B, The Curve Shopping Mall
Group Thirty Six Sdn Bhd
6 Jalan PJU 7/3, Mutiara Damansara
47800 Petaling Jaya, Selangor
03-77261208

Levi's & Co.

Lot LG3C Shah Alam Mall
Exclusive Brand Sdn Bhd
2 Jalan Tengku Ampuan Zabedah E9/E
Sek 9, 40100 Shah Alam, Selangor
03-58804438

Levi's & Co.

Lot G52 Ground Floor Wisma Metro
Exclusive Brand Sdn Bhd
Jalan Tun Abdul Razak
86000 Kajang, Selangor
03-87399611

WEBSITE FOR ONLINE PUCHASE LEVI’S JEANS

 www.eBay.com
 www.amazon.com
 www.shopping.com
 www.lelong.com.my
 www.shopzilla.com
 www.bodypunks.com
Since Levi’s is the international and famous brand all over the world, the
price for the product jeans is always depend on the price that been offered by
Levi’s & co. agent at all the country or areas like U.S.A, Europe, South
America and Asian that have Levi’s store. For example, the price for product
Levi’s jeans for Europe is not same and constant with the Product at Asian.
Below is the some of the product Levi’s jeans price that available at the Levi’s
store in Malaysia.

PHOTOS STYLES PRICE

Levis® Strauss 501® RM 256.00

Button Fly Original Jeans
Shrink-to-Fit ®

Levis® Strauss 518 RM 195.00

Superlow SKINNY Jeans-
2 Different Colors

Levi’s Red Tab 501 RM 356.00

original fit jeans.
Original for 150
years “sit at Waist
Classic seat thighs
straight
 Men’s Levi’s® 501 RM 216.00
Shrink to fit®
Jeans – Rigid
indigo. Levi’s®
501® Button Fly
Shrink to Fit Jeans
are made of 100%
cotton.

Levis® Strauss 518 RM 178.00

Superlow Bootcut
Juniors Jeans- 3 Different
Colors

Levis® 514® - Clean RM 199.00

Dark Jeans

Levi's® Strauss Junior's RM 156.00

Criss-Cross Capri Jeans -
Color Pacific!

The prices is different for each styles that been produced by the Levis’ & co.
Promotion is to promote product or services to the public, so the product will
be familiar and known to the public. For Levi’s & co. their have their way to
promote their jeans to the public like advertising on media (such as
television, magazines, snowboards on streets, etc..), do a charity foundation,
offerings the gifts if buying their jeans. A reason why Levi’s & co. do the
promoting about them jeans, because to increase their sold product jeans so
them will gain more profit and it’s a way to introduce their new styles of
Levi’s jeans. Here is the some of the promotion that their doing to promote
their jeans.

ADVERTISING ON MEDIA (COMMERCIAL TV)

The name of the commercial TV for

Levi's Jeans is Odyssey, a recent
commercial produced by Levi's
long running Advertising Agency
BBH. The commercial begins with
the male character opening a door
to a room, he then turns, walks
away from the door and then turns
back and starts to run towards the
door. He then runs jumps and
crashes through the walls of each
room that he enters. He is then
joined about a quarter of the way
through the commercial by the
female character; together they
continue to run, crashing through the walls of the empty rooms until they
reach the final corridor. They then proceed to crash through the next wall,
which is the external wall to the building.

Having ran through the whole building the two characters then run through a
dark lifeless forest, laden with leafless trees. The characters then run up what
seems to be a never-ending tree. When reaching the top of the tree they leap
into the vast space of the sky above. They run or float there in mid-air until
the commercial ends. The commercial ends with the caption of the Levi
company name and the style of jeans it is selling.
LEVI’S® BRAND LAUNCHES 100% ORGANIC COTTON JEANS
(NEWSPAPER)

SAN FRANCISCO, July 5, 2006 – The Levi’s® brand today announced it will
include jeans made with 100% organic cotton in its fall 2006 product line.
Organic cotton will be used in select new and popular men’s and women’s
styles within its Red Tab and, the recently launched, Levi’s® Capital E™
lines. The jeans will be identified as “Levi’s® Eco” and be available in
November 2006 exclusively at Levi’s® U.S. stores with additional
products to be introduced in spring 2007.

LEVI’S DO A CHARITY FOUNDATION SUPPORTER OF AIDS RESEARCH

AND AWARENESS

Since the discovery of AIDS in the early 1980s, the company has been a
strong supporter of AIDS research and awareness. Recently the company
raised money for AIDS research by auctioning off celebrity autographed
denim jackets. An example of the company actively promoting AIDS
awareness is Mujeres en Desarrollo, a nonprofit organization in the
Dominican Republic that motivates young people to change risky
behavior by informing them about HIV/AIDS. Within the company’s
headquarters, AIDS support groups were also formed at the onset of the
AIDS epidemic. In 1993, Levi’s offices in Europe did a major
photojournalism exploration of the impact of living with AIDS. Levi stores
around the globe participate in World AIDS day as well. From this ids
research the sales of jeans Levi’s is increase.

PICTURE FROM THE ADVERTISING IN MEDIA

Levis & co. always target their market of jeans to all people that like to wear
jeans. For each different styles of jeans that their produce, their will target to
the specific target. For example some styles for the teenagers, adult, women,
men, and many more. Levi’s & co. always want to make their customer
always got the satisfaction from the jeans that been produced by them, that’s
why Levi’s &co. produced many styles of their jeans in market.

For a more details examples, below is the some of the target market about
their product to the public.

Curvy Cut Boot 528™ Jean Specially Designed to Flatter Women with Curves

The Levi’s® brand, the brand that invented the first

women’s jean, today announced the introduction of
Levi’s® Curvy Cut Boot 528™ jean. The new jean is
specially designed with a smaller waist and room at the
hips to accommodate and hug a woman’s curves. The
new jean will be available nationwide in June.

The Levi’s® Curvy Bootcut is designed to eliminate the

“gaping” many women experience in the back waistline of their jeans, with a
lowrise waist in the front for a sexy flattering fit, and slightly higher in the
back for the perfect amount of coverage to hug curves and ensure a
flattering silhouette.

“The Levi’s® brand continues to lead innovation in both fit and style for
women’s jeans,” said Janine Chilton-Faust, Levi’s® brand vice president of
design. “This new curvy jean is for a woman who is more curvaceous and is
looking for a great stylish jean to hug her curves. The introduction comes on
the heels of our incredibly successful launch of the Perfectly Slimming 512™
jean designed with a proprietary feature to give women gentle flatting in the
belly area.”
 http://www.Levi’s Strauss & co.com

 http://www.wikipedia.com/ Levi’s jeans

 http://www.SFgate.Com

 http://www.Shopping.com

 http://www.iLounge.com/RedWire DLX

 http://www.prnewswire.com/Levi’s campaign of AGEIS

 http://www.Karl Josef Necke.com/ The Positioning of the Viewer and

the Product in Commercials aimed at a Youthful Market