Founded in 1853 by Levi Strauss, Levi's jeans became popular work pants for sailors and laborers due to their durable denim fabric and metal rivets. In the early 20th century, Levi's grew to include sales offices worldwide and jeans became trendy youth fashion. However, by 2001 Levi's faced competition from brands like Calvin Klein and faced being imitated. To appeal to price-conscious customers, Levi's launched the Levi's Signature line in 2003 featuring affordable innovative designs. Levi's has since strengthened its brand through line extensions and nostalgic ad campaigns appealing to different demographics.
3. Introduction Founded by Mr. Levis Strauss in 1853. imported fine dry goods - clothing, bedding, combs, purses and handkerchiefs from New York and sold the goods to the small general stores. In late 1870 Jacob Davis, a Reno, Nevada tailor, started making men's work pants with metal rivets at points of strain for greater strength. On May 20, 1873, Strauss and Davis received United States patent #139121 for using copper rivets to strengthen the pockets of denim work pants.
4. In the 19th century most of the jeans were sold to mainly to Sailors and men with rigorous occupations as Jeans was a very tough and sturdy clothing option. The Modern Levi’s Jeans began to appear mainly after 1920, and experiences accelerated growth during world war 1 when it became an essential for the defense personnel.
5. The organization grew in thirty years to include a sales force of more than 22,000, with 50 plants and offices in 35 countries. In 1950’s and 60’s jeans became a rage amongst youth and various subcultures.
6. The troublesome days… “Levi's is basically a troubled company. Although their name is hallowed in American history, few people these days wear Levi's jeans.” Kurt Barnard, President of Barnard's Retail Trend Support The Financial Times February 2001.
7. Competition Levi’s faced competition from Calvin Klein, GAP and also the cheap alternatives available in big retail chains like Wal Mart etc. Levi’s also enjoys (suffers) being the most imitated brand of all times. Nearly 100 lawsuits against competitors since 2001
8. Levi’s Strauss Signature In 2003, Levi’s launched Levi’s Strauss Signature targeting the price sensitive customers who purchased their apparels from Wal Mart and other big discount stores. LS Signature became a rage amongst youngsters with their innovative and affordable designs and offerings.
9. The Brands Levi’s Levi’s Strauss Signature Dockers Levi’s Mobile Original click here The products and collections… Levi’s 501 Original collection. Red Tab etc…
10. Brand Extension The best source of profitable growth Rejuvenated brand’s image. Prevented brand switching Unbeatable functional benefits Emotional connect-brand association.
11. A Levi’s Means… Levi’s is synonymous to Jeans. Trust Quality Style Comfort Durability A denim beyond age, time and fashion trends.
12. Ad Campaigns Original Authentic Jeans A sexier appeal to attract youth compete with competitors like Calvin Klein Go Forth : U.S. of A.
16. Levis has opted a more localized and Youthful approach in its offerings and marketing. But at the same it enjoys equal command over the elder population as well. We can expect to see another 150 years of History from Levi’s.
