Levi’s PESTEL AnalysisHow current PESTEL factors are effecting Levi’s.

Political

Obama draws attention to the importance of the Latino American’s vote and voice in the American government.

This political development is affecting Levi’s sales positively as Levi has a good history of promoting Equal opportunities amongst all social groups, ethnicities and religions. For example it’s ‘Go Forth’ campaign.

http://www.wk.com/campaign/go_forth

Economic

This decrease in price is obviously good for any textile company. However this is particularly good for Levi as it is a company that prides itself on good quality durable clothing and even though customers have become used to jeans with a composition with a higher content of cheaper elastic materials in it they can still use the quality of the cotton in the jeans as a marketing point.

Socio/culturalOur cultures interest in celebrity culture and street style looksmake jeans appear a wardrobe staple when worn casually by celebrities and fashion street style figures.

TechnologicalLevi’s are designing their jeans with bigger pockets to accommodate the new iPhone 6.

Environmental Green Peace’s exposing reports on Levi’s use of hazardous chemicals caused Levi’s to sign up to a ‘Toxic Detox’ initiative by Green Peace.

Legal

Referneces

• https://www.apple.com/uk/iphone-6/

• http://www.greenpeace.org/international/en/news/features/Levis-shapes-up-to-become-a-Detox-leader/

• Black.S.(2012) The Sustainable Fashion Handbook, London, Thames and Hudson.

• http://www.dailymail.co.uk/tvshowbiz/article-2787614/Jessica-Alba-proves-true-street-style-star-ripped-black-jeans-tailored-coat-leaves-LAX.html Jessica Alba image

• http://www.dailymail.co.uk/tvshowbiz/article-2766863/Kate-Moss-flaunts-fashion-edge-band-T-shirt-skin-tight-black-jeans-trademark-animal-print-coat.html Kate Moss image

• http://www.levi.com/GB/en_GB/madeandcrafted

• Manriquez, Pablo.(2014) 40 Under 40: Latinos in American Politics.(Online) Washington D.C. Huffington Post-Politics. Available at

• http://www.huffingtonpost.com/pablo-manriquez/40-under-40-latinos-in-am_b_5947028.html

• (Accessed 08/10/14 at 2:13pm)

• Wexler, Alexandra.(2014) Cotton Price Unravels as Supplies Rise.(Online) New York. Wall Street Journal-Business. Available at

• http://online.wsj.com/articles/cotton-price-unravels-as-supplies-rise-1406484472

• (Accessed 08/10/14 at 3:14pm)

• Barrientos, Miguel.(2014). Cotton Monthly Price - Pound Sterling per Pound (Range 5yrs).(Online) North Carolina. Agricultural Raw Materials. Available at

• http://www.indexmundi.com/commodities/?commodity=cotton&months=60&currency=gbp

• (Accessed at 09/10/14 at 6:56pm)

• http://blog.brandsexclusive.com.au/wp-content/uploads/2012/02/ny-street-style-denim.jpg Denim street style image on slide 4.