SWOT ANALYSIS OF LEVIS STRENGTH:

The main strength of Levis is its popularity. Because of its popularity most people go for it. Even if they dont like it, some people think its a must and it makes them look fabulous which actually is true. It became popular because of its durability.

Teenagers prefer it always because it is good and they have a high consistent quality product, updated fashion styles according to time change.

It is a globally recognized brand all over the world.

Because of the companys continuous assessment, it is still maintaining its goodwill in every level.

Competitive pricing with its rivals.

Levis are the original authentic jeans with one of the best quality among its competitors.

They stood for something beyond profit like creating a new social business task which involves a huge risks both of personal and financial.

The company took pride in providing quality products, personal service and fair treatment.

The family name and tradition was associated with respect for peoplecustomers, employees, and the community.

Variety products like t-shirts, bags, shoes, casual, jackets and many others make the company more profitable.

WEAKNESS:

Recently lose market to newer, trendier, more stylish and cheaper price range of other brand.

Lost luster to younger generation and is working on it.

Various other brands like Pepe jeans, turtle, lifestyle, flying machine, reliance trends, shoppers stop and many others creates competition in the market which makes it hard for Levis in marketing.

It also faces financial problems during the 1990s.

They only focus mainly on youth wants not the adults which make the company weaker in marketing area.

Various other new brands keeps on improving in styles with cheaper price and thus results in weaknesses of Levis marketing.

When there is a change of seasons, climate change, other companies also used to sell their products in high discount attracting prices with free gifts and all, it is thus a weakness for Levis because they cannot sell enough on their products. People will go for other companies who have more attracting prices and styles.

OPPORTUNITIES:

It is a worldwide organization and creates the company an opportunity to sell its products more and more in different parts ofthe world.

The company has more than 5,000 trademark registrations and pending applications in approximately 180 countries worldwide.

The company's products are sold in approximately 60,000 retail locations in more than 110 countries. This includes approximately1,800 retail stores dedicated to Levi brands, including both franchised and company-operated stores.

Levis trademark is one of the most recognizable in the world and registered in more than 160 countries.

Levis brands mainly focused on teenagers and youth wants. Since the youths are more aware of fashion than other range of people it creates an opportunity for the company to sell more.

Youths and teenagers like us dont like to wear same clothes now and then, time changes, our minds and tastes changes. Since Levis Is always updated with the changes in lifestyles. It creates an opportunity for the company to get an idea on new fashion and thus more products.

THREATS:

Various other brands like pepe jeans, turtle, lifestyle, flying machine, reliance trends, shoppers stop and many others which are rivals to them create a competition in the market which makes it hard for Levis in marketing.

Youths especially teenagers are not always in static in mind, they want changes very fast in everything which goes the same for fashion. All these kinds of problems are threats to the company because they have to think and develop a new brand every now and then to satisfy their customers.

By 1990s the company faced problems in selling because oftough competition from other brands and cheaper brands from overseas. In 1991, Levi Strauss faced a scandal involving six subsidiary factories on the Northern Mariana Islands, a US commonwealth, where some 3% of Levi's jeans sold annually with the Made in the USA label were shown to have been made by Chinese labourers under what the United States Department ofLabour called "slave like" conditions. Today, Levis jeans are made overseas.