Levi's Dockers Marketing

With other companies starting to encroach upon the Jeans market share, Levi’s decided to introduce a new product. With the goal to gain profits, Levi’s pursued diversification with the new product. This product was formal clothing for men.

Originally, Gap did not sell its own brand of clothing, carrying only the Levi Strauss & Co label on its shelves until 1978. At this time Gap had opened more than 300 stores and was selling its own, increasingly popular brand

In the introduction of Chapter 1 “Consuming Passions” “The Culture of American Consumption,” it talks about how American popular culture is grounded in consumption. With the media in our hand, it is a huge influence towards the advertising world. With how styles of clothing have been changing over time, this talks about how from the earlier times wearing a simple type of blue jeans can change between who wears them over the years. As stated, “ By the 1950s, however, blue jeans began to bear an additional class significance as “casual wear” for middle-class Americans.” (72). In 1970 these pants have then become a simple fashion wear. They have also been introduced as a hipster type wear. Then in 1980 through the early 2000s, baggy jeans were

That explains why so many trends like skinny jeans, and or Jeans tucked in boots start.

Jeans were made in in the 1850s. The place they were made was in New York. Yet, Strauss, the creator was not pleased with the money he was getting so he moved to California because he wanted to get some of the California Gold Rush. With him knowing Jeans were made for work he tried to get miners to get new jeans to mining. Not only was that a great choice, but it did better than he expected as he was not only changing his generation then, but now he changed my generation. He never thought that he would have gotten such success just from moving his creation to a place that people found that jeans were perfect for mining. If he would know how much he did for the fashion in American clothing he would be proud. Mainly because it is the number one

“American Eagle Outfitters, Inc. is a chain of mall-based stores that sells casual, outdoor-inspired fashion apparel” (American Eagle Outfitters, Inc.). This company operates 846 stores in the United States and Canada (McDonnell). American Eagle Outfitters first began in 1977 and was a division of Silvermans Menswear, Inc. As a family owned and operated retail business, Silvermans Menswear, Inc., sold accessories and attire for young men. When the business was in the third generation, the Silverman brothers thought it was necessary to add a new element in order for the company to prosper. This business move would allow the

Levi Sounds familiar right I mean it should. Levi was original from new york and traveled to California to get rich. He wanted to make wagon covers and tents for the miners but no one was in the market for them. Then he made a type of pants that could withstand the mines. Then when the miners came home word spread that it could stand the Ruf conditions of the workplace.

In the late 1800s, cowboys and miners adopted denim as their go to work wear and Williamson-Dickie Mfg. Co. used the material in its working overalls in 1922. The company was commissioned for WWII uniforms before skaters and urban fashionistas adopted Dickies and jeans into their daily attire. Learn more about the evolution of denim in American work wear with the infographic

American hippie culture soon followed in the early 70’s with Sony & Cher. The hippie phase came and went then a more simple ‘boot cut’ trouser came back into play in the 90’s. The early 2000’s was all about the skinny jeans but in recent

To accentuate the hips even more, slit side pockets were present (Payne, 256-257). Subsequently, the 1960’s brought the emergence of miniskirts, which was then a public shock for it was not considered tamed. Minis were pioneered by Mary Quant and made trendy by Andre Courreges (Murray, 112-113). Meanwhile, pants suits for women were popularized in the 70’s. They were first introduced as skinny and tailored, leaving little space for legs. Then they evolved into a flared leg style, with a wide opening at the bottom, or bell bottoms (Payne, 261). “Pants appeared in every form imaginable, from divided skirts and culottes to the classic, pleated-front tailored pant and the baggy ‘Fred Astaire’ version.” (Murray, 116)

The ups and downs of the premium jeans industry and the constant fluctuating of threats to the industry made it interesting to see how the denim lines would respond. They were originated in the 1970s by Calvin Klein who created highly priced, skin tight jeans who used celebrities (i.e. Brooke Shields) to endorse the product. Since they were higher priced compared to your common, regular blue jeans sold by mainstream brands like Lee and Wrangler, they were meant to serve as fashion statements as opposed to comfort. They started off well in early on in the 1980s, but then hit a decline just a few years later. The mid 1990s came and they surpassed their highest annual sales in

Founded first as a restaurant called Open Kettle, it was later renamed to Dunkin Donuts in 1950 by William Rosenberg and Stephen So in Quincy, Massachusetts. Dunkin Donuts has become most famous for its donuts over the years, as well as their coffee. They have approximately 3,000 restaurants in the US and around the world, and sell 2.5 million donuts every day. Dunkin Donuts has evolved into one of Forbes magazine “Top 10 Global Fast-Food Chains”, and tops the lists of other noted industry websites and magazines. Recently, Dunkin Donuts has changed the way they want customers to think about them by incorporating the tag line “America Runs On Dunkin”, and adding new menu items, to their marketing

One company that faces these cultural issues daily is Levi Strauss and Company. Levi Strauss and Company is a large American company founder in 1853 and is well known for its denim line. Currently Levi Strauss and Co. has operations in over 110 countries with over half of its corporate revenues coming from outside the United States. In American history we have all heard complaints of companies in the garment industry hiring underage employees outside the United States and poor working conditions. Levi Strauss and Company has not been left out of these accusations.

I don’t think they were correct to use that brand name because the Levi Straus is bringing down the Levis name. Personally I would not buy Levis jeans anymore if I knew that there were such low price Levis jeans around. It degrades the brand to the eyes of the higher end customers.

Levi’s in the comfort business. Not just mean physical comfort but providing psychological comfort – the feeling of security that, when you enter a room of strangers or even work colleagues, you are attired within the brand of acceptability. Although what a consumer defines as psychological comfort may vary from sub-segment to sub segment. The key phrase here is that last one, ‘from sub-segment to sub-segment’. In its attempts to be sensitive to the various fluctuations of taste among the denim-wearing public, Levi’s has diversified its brand by creating a wide range of jean styles.