Introduction
Brand and Company Profile
Levi Strauss & Co. is a privately-held branded apparel company which is headquartered in San Francisco
The Levi Strauss Signature brand was first launched in 2003; however, it wasn’t until April 2007 that the brand was launched in Singapore
Variety and Assortment
The Levi Strauss Signature brand carries a narrow variety of products. Their merchandise can be broken down in to three main categories; namely jeans, shirts and accessories. The brand, however, carries a wide assortment of items in each category. The collection spans both denim and non-denim bottoms, shirts, skirts, jackets and complementary products such as caps, belts, bags and footwear for men and women.
Challenges
One of the challenges faced by Levi Strauss Signature would be to keep up with the ever changing trends in the fashion industry. The fact that the Levi Strauss brand had previously missed trends and was always seasons behind highlights the key relevance of how important it is for the Levi Strauss Signature brand to be up to date with the fashion trends in the market.
Another challenge for the Levi Strauss Signature brand would be to improve its productivity in the stores to enhance customer experience and build customer loyalty.
