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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

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Organization Transformation

•Executive-support

•Product-led, consumer obsessed

•Digital Talent

•Company-wide Forum

•Global Standards

Engagement

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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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