Levi's focus on denim and especially jeans, the retailer focuses on menswear, womenswear and childrenswear. They sell products that include t shirts, shirts, shorts and skirts but it all started off with denim in 1873.
I think the pricing strategy is applicable for many people, the jeans are priced around £80 and basic t shirts are approximately £30 so the shop is affordable. They have premium pricing which means they have a quality of service.
Levi's is located in Carnaby Street so it is available for people in a well known area, it is also trouble free to find.