Levi's Corp Social Performance: The Impact for Society and Stakeholders

Levi's Corp Social performance: The impact for society and stakeholders

Fashion has always been one of the most attractive things in human society. People loves beauty things, everybody wants to show the best side of themselves to other people. With the development of technology and economy, people's life style and perception has been changed (Lap; Peters 1992). Meanwhile, the fashion's tastes of people also become more complicated, but jeans will be one of the most popular outfits for a long time. In today's fashion world, jeans has not only became the most sexy outfit for all ages people, but also it is the "never will be out of date fashion". For all these jeans brands in the world, Levi's is like an evergreen tree for a hundred years. In 1873, when Levi Strauss, the founder of Levi's jeans crated the first jeans in the world, the jeans had connected with American gold rush, cowboy and U.S military, and even became a part of United States' history (Bellis 1997). The Levi's Corps has been implement the "Global thinking, Native action" strategy, it took a great responsibility to disseminate the American culture, for the majority people live in Europe and Asia, they think "Levi's" is the pronoun of fashion. It is very difficult to have a clothing brand like Levi's to stand at the top of clothing manufactory for more than one hundred years, from one country to the global markets, Levi's remains its unique features and brand freshness to keep the competitive power, and become the lead fashion brand in the whole world which is accepted by young and old generation. It is can not be denied that Levi's has created a myth in a century years. With more than one hundred years development and expand, there are over 160 countries around the world had registered the original Levi's brand, and the number of franchisee is still increasing (Sudhaman 2006). Levi's has always been represented integrity and innovation, it is not only well-known by the quality of its products, but also famous of the brand advertising. In this essay, it will focus on the corporate social performance of Levi's, including achievements and requiring improvement of Levi's Corp, in addition, the discussion about the impact and implications of the Corp's action on society and stakeholders will also be involved.

When Levi's leadership shifted, they had faced a serious problem, the company was losing their clients, but with established new strategy, the company got the clients back and gained a huge of money. In 1984, Bob Haas, the new chief executive officer took over the leadership of Levi's Corp. At that time, the company had been involved some improvement problem, the consumer tastes changing and the competition from rival clothing manufactures were have a big impact for the company. He realized