CLIENT PRESENTATION

BACKGROUNDLevi’s Strauss originated in 1853 during the Gold Rush era in San Francisco, California. The brand originally started off as a boot and clothes supplier – with little to no focus on the denim jeans at this point and time.

Levi’s evolved and transformed into what America knows today as the pioneer of the “blue jeans.” By 1873 the blue jeans were born. Levi Strauss and a tailor – Jacob Davis, of Reno, Nevada created and patented the blue jeans.

WHAT DO WE STAND FOR? • Values, empathy, originality, integrity, and courage all make up what the brand stands for.

• The brand is more relevant than it has ever been before.

• Constantly aiming to be better and looking ahead to the future for trends and new ways to inspire the consumer.

• The brand strives to be innovative and relevant with its current consumers but also future consumers.

• The same mentality the brand has had since they invented the blue jean 140 years ago.

CODE OF ETHICS • Quality• Opportunity• Innovation• Presentation• Knowledge• Listen• Evolve• Versatility• Inclusive • Sustainability

NEW INITIATIVES• #LIVEINLEVIS campaign will highlight music and fashion together and get fans from all over the world to participate in the movement. Levi’s

acknowledges that social media is how a brand can appeal to their consumers’ lifestyle today motivate a younger generation.

• Via initiatives implemented on Instagram, Facebook, Twitter, commercials on TV and movie theaters, print, online and mobile ads, billboards, in store and storefront ads – a worldwide campaign is about to begin. Levi’s is asking the consumer to take the brand back.

PURPOSE• It’s time to take your brand back America! To address the current state of the brand Levi’s is looking to boost it’s appeal with youths (a new generation) – its

targeted audience. Fitting in the industry trends – Levi’s takes aim at Skinnier jeans, custom tapered 501s, etc. to promote in response to consumer demand.

• To address the current state of the brand Levi’s is looking to boost it’s appeal with youths – its targeted audience. Fitting in the industry trends – Levi’s takes aim at Skinnier jeans, custom tapered 501s, etc. to promote in response to consumer demand.

CALL TO ACTION • Heritage and history continues to resonate even with a new generation. One of the ways Levi’s is appealing to a younger demographic is with its

custom tapered 501s, or its “Lot 1” custom jean. So if you were waiting for the perfect pair of jeans… wait no longer. Seize the opportunity.