Monee Williams
Dr. Monroe
BUF 4700
March 4, 2022
Within the apparel industry, the main problems are assuring that the workers are treated well, have acceptable working conditions, and that garments are made in a sustainable way. Nowadays, some customers want their purchases to be done in a eco-friendly way. Also, other customers may prefer the personalization of a smaller, sustainable company. For example, “When you buy his clothes, he sends you a note… that he writes himself… It is a small screw you to big companies” (Trebay, 2020).
The company I chose for Fair-Trade Clothing is Levi’s. The company Levi Strauss & Co was founded in 1853 in San Francisco, CA by Levi Strauss. The mission statement of Levi’s is, “To sustain responsible commercial success as a global marketing company of brand apparel”. Additionally, their vision statement is, “We are the embodiment of the energy and events of our times, inspiring people with a pioneer spirit”. Levi’s core values consist of “innovation, sustainability, progress, originality, integrity, courage, empathy, creativity and hard work.” (mission-statement.com/levi-strauss) In 1886, Levi introduced the two horse trademark that illustrated two horses trying to separate a pair of Levi’s overalls. Their logo stands for the strength of their clothes in the face of competitors.
As part of Fair Trade, most of Levi’s products are currently made in third world countries, like Indonesia, India, Vietnam, and Sri Lanka. However, some of the higher end Levi’s products (like premium and vintage) are still made in the United States (levistrauss.com). Levi’s garments are made by machines, not handmade.
In my opinion, although companies want to keep their price points low, if they are choosing to produce apparel globally, it is their responsibility to make sure that the workers are treated well and paid competitive wages.
From a business/financial perspective, Levis is sustainable. Their net reviews typically grow by 11 – 13%. Quarterly dividends paid to stockholders continues to increase. In the 4th quarter alone, Levi enjoyed revenues of $1.7 billion (investors.levistrauss.com). Levis is not considered upscale, but prices range from $19.99 – to $1,000’s for vintage collectables.
As it relates to the market demographics, all age groups wear Levi’s, including babies, children, adults (young and old). I am already a happy customer of Levi’s, owning several pairs of their jeans. I can attest that the quality is superb and lasts for years.
In my opinion, Levi’s lives up to it’s mission and continues to provide apparel for customers that is reasonably priced and sustainable.
References
Trebay, G., 2020, “Want to Make it Big in Fashion? Think Small”. The New York Times
“Quarterly Results”. Levi’s, www.investors.levisstrauss.com/financials/quarterly-results
“Who We Are”. Levi’s, www.levistrauss.com/who-we-are/company/
