Levi Strauss has increased the prices of some key styles in Europe responding to the strong dollar exchange rates in Europe. The purchase prices of jeans models such as 501 or 511 as well as of some other items increased by € 4.20. This measure is intended to help to secure the structural efficiency of the company and the enhanced marketing activities in Europe continue to support. In the first quarter of the current financial year 2014/15 (balance sheet date: 1/3), Levi Strauss had a decline in sales by 7% to US $ 1.05 billion (€ 991 million) listed, and this is justified primarily by currency effects; the decline had a currency-neutral located at 1%.
The brand has also started new customization service through which the consumers will be able to personalize their levi’s garments by applying most different studs, embroidered patches carrying initials or their most favourite music bands’ logos. This service will complete a series of tailoring support, already offered inside the stores, providing hem shortening, leg width adjustment, ripping, mending, ageing, abrasion and decolouring.
Whatever one’s style – punk or rock, pop or indie, hipster or hippie, Levi’s tailors can advise how to customize one’s own favourite piece by adding ripping at knees, studded collars or apply unique patches. This service is already offered in some key Italian cities such as selected levi’s Store in Milan, Rome, Bologna and Venice since mid-May until the end of summer. Customization services will cost from € 1 to € 30.
Levi Strauss & Co. is one of the world’s largest brandname apparel companies and a global leader in jeanswear. The company designs and markets jeans, casualwear and related accessories for men, women and children under the Levi’s, dockers, Signature by Levi Strauss & Co. and Denizen brands. Its products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 2,700 retail stores and shop-in-shops. Levi Strauss & Co.’s reported fiscal 2014 net revenue was US $ 4.8 billion.
