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Levi Strauss and Co. SWOT & PESTLE Analysis

ID : 52645253| Sep 2020| 15 pages

COMPANY PROFILE -Levi Strauss and Co.

Business Sector :Fashion and Apparel Products

Operating Geography :Americas, Europe, Asia (includes Middle-East and Africa)

About Levi Strauss and Co. :

Levi Strauss and Co is one of the largest clothing apparel companies in the world. The company was founded in 1853, and is famous for its invention of jeans as a clothing apparel. It is still the global leader in jeans wear, and one of the largest companies in other segments of clothing apparel. L. S. & Co. has become a global multinational since its inception. Presently it is operating in more than 110 countries around the world. Although the company specializes in jeans, it also manufactures and distributes casual pants, jackets, shirts, tops and related accessories across age groups for men and women. Its brands include Levi's®, Dockers®, Signature by Levi Strauss & Co.™ and Denizen®. As of 2020, Levi’s employed over 15,000 employees globally.
L. S. & Co. believes in the philosophy of profits through principles, inculcating sustainability in every aspect of its business. It was one of the first company in America to implement labor standards and water-saving technologies.

Levi Strauss and Co. Revenue :


US$ 5.79 billion – FY ended November 2019 (year-on-year growth of 3.94%)
US$ 5.57 billion – FY ended November 2018

Competitive Analysis of Levi Strauss and Co.

SWOT
PESTLE
The SWOT analysis of Levi Strauss and Co is presented below:
Strengths
Weaknesses
1. Iconic brand with strong appeal in the youth segment
2. Wide global reach in more than 110 countries
3. Driving growth through diversification of business
4. Involved in strong collaborations and popular partner of choice
5. Established Omni-channel presence
6. Operational excellence with strong supply chain
1. Majorly dependent on a group of wholesale customers
2. High debt and interest payment requirement
3. Reliance on contract manufacturing
Opportunities
Threats
1. Growing denim jeans market
2. High growth in Europe and Asia markets
3. Demand growth in women’s section
4. Growing Direct-to-Consumer business
5. Pursue acquisitions to supplement its strong organic growth
1. Intense cost and pricing pressures
2. Changes in consumer lifestyle and preferences
3. Impact from global trade war and Covid-19 pandemic
SWOT & PESTLE (combined)
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Detailed SWOT Analysis of Levi Strauss and Co.

 

Strength

1. Iconic brand with strong appeal in the youth segment: Levi’s as a denim brand falls between the Gap and Ralph Lauren, catering to teenagers and youth in particular. As a brand, it has the highest brand awareness among global consumers, especially in the denim bottoms product category. It is recognized as an authentic and original lifestyle brand across product categories among its consumers. The company’s brands are a major contributor towards its long-term success, which is why to remain relevant in the VUCA world the company aims to keep re-inventing its brands. Under the company’s foray of innovation lie its core fits, like its iconic 501 jeans, as well as new fits which are yet to be introduced in the market. It has become the number one jeans wear brand globally, measured by total retail sales. Now with newer modifications, it is catering to different sections of consumers in the market. Although in 2019 the company continued to occupy the lead in men’s denim jeans, it also focused on the women’s section and expanded its share in the United States.

2. Wide global reach in more than 110 countries: L. S. & Co has penetrated in more than 110 countries around the world. The company manages its retail operations in these countries by categorizing them in three regions- Americas, Europe and Asia (which includes Middle-east and Africa). The company develops, sources and markets its products around the world, leveraging its global infrastructure to service its customers. The company has over 50,000 retail outlets worldwide, which include around 3,000 brand-dedicated stores and shop-in-shops. Different kinds of channels dominate the market in different country regions. For example, chain retailers and department stores are the dominant distribution channels for Levi’s and Dockers products in the United States. However, outside this region, specialty retailers, department stores franchised or brand-dedicated stores and shop-in-shops are primary channels of distribution. The company has also ventured into the online distribution channels, selling the products of these two brands through self and third-party operated websites.

3. Driving growth through diversification of business: L. S. & Co has a business which is diversified across products, geographies and channels. In the year 2019, of the total revenues 72% came from bottoms, 21% from tops, and remaining 7% was from footwear and accessories. Geographically, 53% of revenues came from America region, 31% came from Europe and 16% from Asia. Wholesale and DTC channels accounted for 64% and 36% of total revenues of the company. This diversification has resulted in rejuvenated growth in the company’s revenues. Growth rates across products varied in accordance to the growth stage of the product in the global market. While the bottoms, which are the flagship product of the Levi’s brand, grew at a CAGR of 3%, tops as a product has grown at a CAGR of 31% and footwear could achieve a modest CAGR of 6%. In the different geographic regions also, growth rates in the year 2019 show the penetration of the brand in the region. The American region registered a growth of 3%, out of which USA achieved a modest 1% growth. In contrast the company grew at 7% and 6% in Europe and Asia respectively. Wholesale channel registered a CAGR of 4% while on the other hand, DTC achieved a CAGR of 12%.

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Weakness

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Opportunity

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Threat

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Major Brands :

  • Dockers
  • Levi’s
  • Signature
  • Denizen
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SWOT & PESTLE.com (2020). Levi Strauss and Co. SWOT & PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/levi-strauss-and-co/ [Accessed 05 Dec, 2020].

In-text: (SWOT & PESTLE.com, 2020)

Copyrights and Disclaimer

Levi Strauss and Co SWOT and PESTLE analysis has been conducted by Divyansh Kharadkarand reviewed by senior analysts from Barakaat Consulting.

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