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Levi's.pdf - Levi’s Personal Pair Jeans (Case Study)...

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Levi’s Personal Pair Jeans (Case Study)IntroductionIn 1995, women’s jeans were a $2 billion fashion category in the US andgrowing fast. LeviStrauss was the manufacturer of women’s jeans andthe market leader. It used to sell 51 different size combinations ofwomen’s jeans which had been the industry-leading product for decades.However, fashion was taking over a category, dominating and putting thecompany under a heavy attack. Strauss was a push-based manufacturingcompany, so producing a fashion jean with a variety of styles, colours, andthe better fit was like a nightmare for the company.Strauss was as aggressive as other apparel manufacturers and retailersin improving the quality of product, manufacturing process andtechnology, and delivery cycles times. But still, from product design toretail sales, overall supply was complex, expensive, and slow. Onaverage, there was an eight-month lag between ordering cotton fabricsand selling the final pairs of jeans. Strauss operated 19 original Levi’sretail stores across the country to get in touch with the end-user orcustomer. In the fall of 1994, as an experiment in an alternative valuechain, Strauss introduced ‘Personal Pair’ kiosks in 4 of its original stores.Problem StatementThis case study aims to explore the new alternative ideas Levi Strausshas implemented to reduce the value chain and whether they shouldcontinue it.

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Term
Fall
Professor
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Tags
Marketing, Levi Strauss Co, Levi Strauss, Jeans

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