petition. Giving an example, the Dockers line was originated in Argentina, but has now become a worldwide bestseller. However, within its global strategy, Levi Strauss encourages local units to tailor products and programs to their home markets. A good example is that in Brazil was developed the femenina line of the curve-cut jeans that provide the ultra-tight fit that Brazilian women favor.In most markets abroad, Levi Strauss & Co., powerfully plays up its deep American roots. James Dean is a central figure in almost all Levi’s advertising in Japan; Indonesian ads shows teenagers all dressed with Levi’s clothing, driving around Dubuque, Iowa, in 1960s convertible; and almost all foreign ads features english language songs. However, for as much as American usually think of their Levi’s as a basic wander around wear, most European and Asian consumers view them as upscale fashion statements. The prices match the snob appeal, in the United States of America a pair of Levi’s 501 jeans would have a price of around $35, and in the Netherlands could cost a pair of the same 501s $60 and in Paris could cost about $80.Levi Strauss’s innovative and enterprising global marketing efforts have produced remarkable results. As the domestic market continues to decrease, foreign sales have accounted for most of the company’s total sales and 46 percent of its profit before corporate expenses and interests. Perhaps more impressive, its foreign business is growing five times the growth rate of its domestic business. Levi Strauss continues to look for new international market opportunities.PRODUCTFor starters, anything that can be offered to a market for attention, use, acquisition, or consumption that might satisfy a need or want; including service, place, person, organization, physical objects, and ideas; is the rounded definition of product Levi Strauss & Co. started producing denim jeans as their core produc...
