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Mine Essay

821 words - 4 pages

Company Overview
From our founding more than 157 years ago, Levi Strauss & Co. (LS&Co.) has embodied the energy and events of our times, inspiring people from all walks of life with a pioneering spirit. We are the original jeans maker. Our history and longevity are unique in the apparel industry. From our humble start, the company has grown into one of the world’s largest brand-name apparel companies. In 1853, Levi Strauss opened a wholesale dry goods business in San Francisco that became known as “Levi Strauss & Co.” Seeing a need for work pants that could hold up under rough conditions, he and Jacob Davis, a tailor, created the first jean. In 1873, they received a U.S. patent for “waist ...view middle of the document...

• We derive approximately 40 percent of our net revenues and regional operating income from our European and Asia Pacific businesses. Trademarks: Along with our people, our trademarks are our most valuable assets. These include Levi’s ®, Dockers ® and 501 ®, the Arcuate Stitching Design, the Tab Device, the Two Horse ® Design and the Wings and Anchor Design. We have more than 5,000 trademark registrations and pending applications in approximately 180 countries worldwide. We work vigorously to enforce and protect our trademark rights. This includes helping local law enforcement authorities detect and prosecute counterfeiters, opposing registration of infringing trademarks and initiating litigation as necessary. Retail distribution: LS&Co. products are sold through a wide variety of retail formats around the world, including chain and department stores, approximately 15,000 franchise stores dedicated to our brands, our own company-operated retail network, multi-brand specialty stores, mass channel retailers, and both company-operated and retailer Web sites. There are approximately 2,000 retail stores dedicated to selling our brands around the world. Licensing: Our Levi’s ®, Dockers ® and Signature by Levi Strauss & Co. TM trademarks are licensed for products and accessories that are complementary to our core branded products and extend our brands into product categories that broaden the product range available to consumers and create compelling and distinctive brand looks, including footwear and hosiery, belts, wallets and bags, outerwear, eyewear, sweaters, dress shirts, kidswear, loungewear and sleepwear, and luggage.

Sourcing: As a global business, we source nearly...

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