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Write a 5 page essay on : Levi's.Despite this remarkable branding success, their financials have been fading recently. Various measures of sales and profitability indicate that Levis, despite their ca
Write a 5 page essay on : Levi's.
Despite this remarkable branding success, their financials have been fading recently. Various measures of sales and profitability indicate that Levis, despite their cachet, may be entering financial difficulties. Levi Strauss is in an industry in decline. According to the case the number of workers in the U.S. apparel industry is declining overall while imports of apparel are growing much more rapidly than exports.
The effects on Levi Strauss specifically are also negative. In 1991 Levi Strauss saw sales grow by 15.4 per cent and net income grow by 42.0 percent. Three years later sales growth had fallen to 3.1 per cent and income had declined by 34.8 per cent. In a similar fashion net income to dales and net income to total assets are declining. If these trends persist Levi Strauss will lose its position of preeminence and become increasingly less viable as an ongoing concern.
In an effort to address these declines in sales growth and revenue Levi Strauss is considering a radical proposal to link mass customization to their core competency of denim pants. The Personal Pair Proposal is a joint venture between Levi Strauss and Custom Clothing Technology Corporation (CCTC). CCTC would provide technology, retailed in Personal Pair kiosks in existing Original Levis Stores (OLS) that would allow customers to order denim pants custom made to match their various measurements—waist, hips, rise and inseam. While Levis currently offers approximately 40 size combinations the Personal Pair program would increase that number to a remarkable, 4,224 custom sizes. This would increase the number of sizings 1,000 fold, an astonishing increase.
Equally, importantly, market research indicated that while many customers still associated the name Levi Strauss with high quality denim apparel as many as one-quarter of all female customers were less than completely satisfied with the fit of their new Levis. Market research also indicated that customers, again predominantly
