Levi's Case Study

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| | |Executive Summary Report | |“Levi Strauss Canada Holding an Ember: The GWG Brand | | | | | | | | | Introduction GWG has been a major producer of jeans in Canada since 1927; establishing themselves with consumers as a domestic jean manufacture that delivers a quality product at an affordable price. GWG started off as a jean company geared toward producing a product that was designed specifically for the blue collar working man in Western Canada. In 1961 Levi Strauss & Co purchased 75% ownership in the company and eventually bought the whole company in 1971, but allowed GWG to continue to operate independently until 1982. GWG was successful through the 1970’s through savvy marketing techniques and constantly adopting their product to respond to the ever changing style changes. The primary distribution outlets were major department stores and small independent retail shops; GWG was successful as an inexpensive quality jean being sold through mass

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