reviving a global brand with a comprehensive digital
TRANSCRIPT
CONFIDENTIAL ©2011 0
Tom PeckSVP & CIOLevi Strauss & Co.May 18, 2011
Reviving a Global Brand with a Comprehensive Digital Strategy: The Levi Strauss & Co. Story
CIO Perspectives Forum
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Did You Know …?
One out of 10 red Tabs on the
back pocket of a pair of Levi’s®
jeans is a blank red Tab …
added to Levi’s® jeans in 1936.
Dubbed the “XX”, these
Levi’s® brand jeans were
made in 1879 … now
worth over $150,000.
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Did You Know …?
Inside the walls of our building at
Levi’s® Headquarters in San
Francisco, are 25,500 pairs of
jeans in the form of recycled
denim-insulation.
It takes approximately 213
yards of thread to make a pair
of 501® jeans. We use about
1.25 million miles of thread a
year, an amount that would
encircle the earth 50.2 times!
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Did You Know …?
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Levi Strauss & Co. Today
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About Levi Strauss & Co.
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Old Levi’s® Pioneering Levi’s®
Basic Dynamic
Boring Exciting
Classic Leader
Old New
Safe Risk Taking
Parents Friends
Also Ran Unique
Passive Active
Traditional Provocative
A Mandate for Change:
A Cultural Transformation is Fundamental
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360º Consumer Engagement
Bringing Product-led, Consumer-Focused To Life
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But We Must Enable Innovation
“If I had asked people what they
wanted, they would have said
faster horses.”
Henry Ford
Structuring to Innovate
and Add Value in the
Digital Space
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Organization Transformation
Legacy 2010 - Today
•Engagement by brand
•COEs – lower cost & higher service
• Increased reliance on governance
•Traditional regional hierarchies
•Redundant systems and support
•Loosely coordinated efforts
Engagement
Cente
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xcelle
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Organization Transformation
•Executive-support
•Product-led, consumer obsessed
•Digital Talent
•Company-wide Forum
•Global Standards
Engagement
Cente
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DIGITAL
Commerce
Branding/
Marketing
Social
engagement
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A Culture of Technology Innovation
Bringing it all Together …
The Digital Frontier
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Forrester Stats for Consumer Technologies
• Nine in 10 U.S. adults online use social media
• 60 Million pads and tablets by 2014
• 120 Million smart phones at the same time
• Facebook: 500 MM+ members
• Twitter: More than one billion tweets per month
• LinkedIn: 75 MM members
• YouTube: 24hrs of video uploaded per minute
2 billion views per day
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Our New Consumer
Three Digital Case Studies
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Category-Defining Product Innovation
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The Woman Shopper
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LS&Co. Engaging Our Consumers
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LS&Co. Engaging Our Consumers
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DOCKERS.COM Transformation
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LS&Co. Engaging Our Consumers
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