s a detailed SWOT analysis, which defines the strengths, weakness, opportunities, and threats facing the Levi¡s.
             Levi¡s jeans are one of the most famous consumer brands. Known worldwide by his first name, Levi Strauss invented what has become the American ¡§folk costume,¡ worn by miners and by movie stars, farmers and hippies. The story of Levi Strauss & Co. created the world¡s first pair of jeans to cope with the rough wear on pants by gold miners. (E.C.B., 2000) Levi Strauss¡ creation was state-of-the-art at the time; he used canvas material that was very durable and long lasting. Upon this great success, Levi Strauss opened his own company, Levi Strauss & Co. on Battery Street in San Francisco, California. After an early beginning, Levi Strauss made other inventions in jean creation such as rivets and double stitching, which made its jeans highly durable and very strong. Today through various expansions Levi Strauss and Co. currently operates in 160 countries. The company is one of the world¡s largest apparel retails and known worldwide for its high quality jeans. Furthermore, Levi¡s is known for promoting worker ethics by supporting human right causes and a very diversified workforce.
             Historically Levi Strauss has been the American jean of choice, however as of lately, competitors such as the ¡§GAP¡, ¡§Tommy Hilfiger¡, ¡§LEE¡, ¡§Wrangle¡, Diesel, and ¡§Buffalo¡, have all taken market share away from Levi¡s in the push for trendy clothes. Levi Strauss has had its market share cut drastically. This is due to Levi¡s sticking with traditional channels far too long and missing the trends that other competitors are thriving off of. The jean market today is much different than it was in the early days when Levi Strauss was the dominant market shareholder. Numerous companies are competing in the high premium segment of the market in which Levi Strauss conducts the vast majority of o...