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Levi Strauss Japan K.K.
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: the market is contracting, competition is increasing, and structural changes are occurring in the distribution channel. The issue for Levi is to develop a strategy for success given these changes in Japan.