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.
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