In Their Own Words.....

Business Strategy



" We have changed virtually every aspect of the business, including the entire process of how we develop, deliver and market products. The initiatives include:

• Revamping our core Levi's® and Dockers® product lines to make our products more innovative, market-relevant and appealing to consumers.

• Improving our speed to market and responsiveness to changing consumer preferences.

• Launching the Levi Strauss Signature® brand for value-conscious consumers in North America and Asia.

• Expanding our licensing programs to offer more products that complement our core brand product ranges.

• Improving the economics of our Levi's® and Dockers® brands for retail customers.

• Strengthening our management team and attracting top talent to key positions around the world.

• Enhancing our global sourcing and product innovation capabilities.

• Reducing our cost of goods and operating expenses.

• Implementing a new business planning and performance model that clarifies roles, responsibilities and accountabilities and improves our operational effectiveness.