Levi Strauss & Co. (pronounced Livai Strauss and Campani / liːvaɪ ˈstraʊs / ) is an American company founded in 1853 by Livai Strauss ; A well-known manufacturer of clothing (primarily jeans ) and shoes. Headquarters - in San Francisco , USA [1] .
| Levi Strauss & Co. | |
|---|---|
 | |
| Type of | Public company |
| Exchange listing | |
| Base | 1853 |
| Founders | Levi Strauss |
| Location |  USA , California , San Francisco |
| Key figures | Richard Kaufman (Chairman of the Board of Directors), John Anderson (President and CEO) |
| Industry | Manufacture of wearing apparel |
| Products | Denim clothing |
| Turnover | ▲ $ 5.575 billion ( 2018 ) |
| Operating profit | ▲ $ 537.06 million (2018) |
| Net profit | ▲ $ 283.21 million (2016) |
| Number of employees | 15,100 (2018) |
| Website | www.levistrauss.com |
Content
- 1 History
- 2 Owners and management
- 3 Activities
- 3.1 Trademarks
- 3.2 Performance Indicators
- 4 notes
- 5 Literature
- 6 References
History
In 1849, gold began to be mined in California . In 1853, Levy Strauss brought haberdashery goods by sea to San Francisco, which were bought up on the ship before it even entered the port! Only the canvas remained. Strauss ordered from a tailor pants from this fabric, which were instantly sold out. Then the entrepreneur bought up sails on 700 ships standing in the harbor, as their crews abandoned ships and went to the mines.
In 1853, Levy Strauss and his cousin David opened the Levi Strauss & Co. haberdashery. Strauss sewed pants from any durable fabric and delivered finished goods and other goods to the gold-mining camps and the nearest towns. Subsequently, instead of canvas, the pants began to be sewn from softer French fabric, on the rolls of which was written "Serge de Nime" ("twill from Nimes"). Prospectors have reduced its name to the word "denim".
In 1872, an emigrant from the Russian Empire, Jacob Davis (Jacob Jofis) from the city of Reno in Nevada [2] , who sewed clothes and bought threads, needles, hooks, buttons, scissors, etc. from Strauss, fastened pockets on his trousers the client, who often tore them off, with metal rivets [3] . Rivet pants were pleasing to customers and Davis decided to patent this idea. He could not raise $ 68 for a patent , so he turned to his partner Levi Strauss, writing a letter to him.
On May 20, 1873, Strauss and Davis received a patent for the use of metal rivets on clothing. In the first year, Strauss sold 21,000 pairs of trousers and jackets with copper rivets. The rivets on the back pockets later had to be replaced with a reinforced seam - they scratched the saddle and spoiled the furniture.
In 1886, the famous leather label with two horses appeared, unsuccessfully trying to tear apart their trousers.
Levy Strauss died on September 26, 1902. Levi Strauss & Co. inherited by nephews.
Jeans of modern look began to be produced in the 1920s. The first jeans of the 501 model did not have loops for the belt - it was assumed that they would be worn with suspenders . The model number was the batch number of the fabric used for them.
In 1990, the company lost more than half of its jeanswear market share. Levi Strauss & Co. continued to produce classic skinny jeans, while among the youth wide pants came into fashion. From 1996 to 1999, the company's sales decreased by 28%.
Owners and management
Owned by Levi Strauss & Co. are the heirs of Levi Strauss [4] .
The chairman of the board is Richard L. Kauffman , and the president and CEO is John Anderson.
Activities
Levi Strauss & Co. It operates through three divisions located in different regions of the world:
- Levi Strauss, North Americas (LSNA), San Francisco Headquarters
- Levi Strauss Europe (LSE), Brussels
- Asia Pacific Division (APD), Singapore
Trademarks
Levi Strauss & Co. manufactures its products under the following major brands:
- Levi's (pronounced Levyce [5] ) is the main brand created in 1873;
- Dockers - the brand was created in 1986. In 2004, the company tried to sell the brand;
- Denizen -
- Levi Strauss Signature - the brand was created in 2003 for sale in major retail chains Wal-Mart , Kmart and Target .
- Levi's XX is a premium division consisting of Levi's Vintage Clothing and Made and Crafted. Based in Amsterdam , Netherlands.
Performance Indicators
The number of employees of the company in 2012 was about 17 thousand people (including 1.01 thousand people - at the main office in San Francisco) [4] .
According to the company itself, Levi Strauss revenue in 2008 was $ 4.4 billion (an increase of 1% compared to 2007), operating profit was $ 525 million (an 18% decrease compared to 2007), and net profit was $ 229 million. (drop by 50%) [6] .
Notes
- ↑ Duxbury, Sarah . Levi Strauss to stay put in San Francisco (July 13, 2009). Date of treatment March 7, 2012.
- ↑ Rocha, Guy Levi '501 jeans: a riveting story in early Reno . Nevada Archives (September 1999). Archived on March 5, 2012.
- ↑ Levi pants invented in Reno, Nevada . Sierra Sage, Carson City / Carson Valley, Nevada (March 1999). Date of treatment March 7, 2018. Archived March 5, 2012.
- ↑ 1 2 Levi Strauss & Co. - Company (inaccessible link) . Date of treatment January 5, 2010. Archived on October 14, 2006.
- ↑ Levi's plural noun - definition in British English Dictionary & Thesaurus - Cambridge Dictionary Online . // dictionary.cambridge.org. Date of treatment September 27, 2011. Archived on February 20, 2012.
- ↑ Levi Strauss & Co. 2008 Annual Report (unreachable link) . Date of treatment January 5, 2010. Archived August 24, 2009.
Literature
- Ford, Carin T. Levi Strauss: The Man Behind Blue Jeans (Famous Inventors). - Enslow Publishers, 2004 .-- ISBN 0-7660-2249-8 .
- Van Steenwyk, Elizabeth. Levi Strauss: The Blue Jeans Man. - Walker, 1988 .-- ISBN 0-8027-6795-8 .
- Cray, Ed. Levi's: The Shrink to Fit business that stretched to cover the world. - Houghton Mifflin Company, 1978. - ISBN 0-395-26477-4 .