Levi Strauss Japan K.K.

Levi Strauss Japan K.K.

By
Elizabeth Carducci, Akiko Horikawa, David Montgomery
1994|Case No.M276

As a result of a coordinated strategy to establish Levi’s as the original, Premium American Jean, Levi Strauss Japan K.K. has become the leader in Japan. Japan’s jeans market is changing: market is contracting, competition is increasing, and structural changes are occurring in the distribution channel. The issue for Levis Strauss Japan K.K. is to develop a strategy for success given these changes in Japan.

Learning Objective
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