MANILA, Philippines - Tough, durable, and comfortable—these are words that have preceded the Levi’s brand ever since our founder, Levi Strauss, acquired the patent for the world’s first pair of blue jeans in 1873. With the use of metal rivets, bolts, and cloths from Mr. Strauss’s dry goods business, a tailor named Jacob Davis was able to create a tough pair of pants for one of his most difficult customers. What started out as a solution to one person’s needs soon became known as the 501— the same blue jeans that revolutionized the way men, and women, wore pants to this very day. As for Levi Strauss & Co., it evolved from being a mere dry goods brand to an indelible icon in the pages of fashion history.
As country manager of Levi Strauss Philippines, it is my responsibility to uphold the brand’s legacy as an innovator, by constantly creating, marketing, and distributing exciting new products that appeal to the widest array of consumers possible. However, doing this is easier said than done. From economic crises to stiff competition, there are a number of circumstances that keep breathing down our neck as a brand— many of which can inflict significant damage if not dealt with effectively. This is where our most valuable asset steps into the picture— our people.
Unknown to many, Levi Strauss & Co. remains a privately owned company to this very day. Simply put, LS&CO. is a 157-year old family business at a multi-billion dollar scale. And while it is the multi-billion dollar part of its profile that attracts most of our clients and investors, it is still the familial aspect of the trade that never fails in inspiring our team to reach greater heights.
I have observed this first-hand, not just as a country manager, but as an entry-level employee when I started out as a product trainee for the company in 1984. Levi Strauss Philippines offered me my first job, and the company, as it turned out, became my last employer to this very day. I stayed despite having earlier plans of pursuing a career in public relations or advertising, as is expected of a communications graduate like myself. Like a good pair of jeans, my employment with Levi Strauss Philippines became more and more comfortable with the passing of time. I soon learned to appreciate my superiors for being eager to impart their knowledge, and my colleagues for always supporting each other. But most importantly, I eventually realized that I had the privilege of working with a valuable team—a group of talented, passionate, and driven professionals who treated each member as an integral part of the Levi’s family.
This deeply-rooted culture of working as a family has been the benchmark of all our policies in the company ever since. It has helped us weather a number of economic crises, learn from our losses, value our successes and ultimately thrive in the roller-coaster ride that is known as business. The core concepts that surround our ideals as a family-owned enterprise have also guided us in shaping effective operational principles that translate to the benefit of our customers, workforce, and all other parties involved. Some of these are listed below:
1. Instilling a winning attitude
One of the best results of having a familial atmosphere in the office is the amount of confidence it brings to our people. Working with competent individuals has its merits, but it cannot compare to working with capable colleagues whose affinity resembles that of family. The latter comes complete with a reliable matrix of support, one that comes in handy especially in situations where great risks are involved.
In the end, our dedication to achieving one common goal helped us overcome the negative circumstances—and even exceed expectations. Today, Dockers is known as the brand that broke the monopoly of slacks and ties in every corporate closet in the country. Had it not been for the winning attitude of our employees back then, we would never have succeeded in making the workplace a more casual place for men.
2. Highlighting the importance of discipline and ethics
On the downside, some people have the tendency to equate family businesses to lax policies and carefree attitude. In LS&CO., however, we equate the concept of family with discipline and ethics. And while we go to work in jeans and address each other on a first-name basis, it does not mean that we care less about the quality of our work.
3. Take extra care of your people
Being a family business gives us a clear perspective on how to take care of our employees, and of course, their families. We try to accommodate adjustments when it comes to helping our people spend more time with their family, even if it means taking a break from work. I, for one, have never declined anyone’s application for leave in my entire stay at LS&CO. I believe that anyone who files for a leave is definitely in need of a break, no questions asked.
4. Have a good time
Working is good but enjoying the company of the people you work with is even better. In Levi’s Philippines we have what we call the Five Thirsty wherein a few employees, from different levels share a cup of coffee, a bottle of cola or even a beer, when the clock strikes 5:30. These casual conversations are usually conducted outside the office, where our titles would not go in the way of communication.
As the head of the company, it is my small way of telling my employees that I am open to listen, not just to their professional concerns, but even to their individual stories as people. I want to show them that stripped off our title, we are a sea of blue, and if someone feels a bit off, we just reach out to make them feel right at home.
With tougher times ahead in 2009, not just for the garment and apparel industry but the entire country, it is best to turn to the fundamentals that have built our brands into what they are today. And just as all of our pants come in pairs, so do the ingredients that create the recipe for our success. For Levi’s and Dockers, our products and our people will always be the most valuable assets. And with these two elements intact, our corporate family is ready to face the challenges coming our way—just as we have always been this past 156 years.