Levis

Levis

Levi Strauss & Co was founded in 1853 by a Bavarian immigrant, Levis Strauss.   In 1873, along with tailor Jacob Davis, Levi’s patented the process of putting rivets in pants to make them stronger thus giving birth to the first jean. Present in more than 160 countries and employing around 11,550 people worldwide Levis Strauss & Co. now sells jeans and sportswear globally under the name of Levi’s, Dockers and Levis Strauss Signature.  
Levis Strauss & Co. Brand Identity 1870-1990: In the 19th Century Levis jeans were targeted towards working men (mostly blue collared workers like farmers, miners, lumberjacks, etc.). Men related to the product as a mark of quality, strength and ruggedness. Some of the slogans used in its marketing campaign at that time were “It’s no use, they can’t be ripped” and “With strength and ease they always please”. The “two horse” logo (Refer to Appendix A) patched to the back of the jeans also was seen as the mark of the toughness of the material and the jeans itself. During the early 20th century after the devastating San Francisco earthquake Levis Strauss and Co. built a bigger manufacturing factory in San Francisco and started using cowboy’s and American western culture to promote its products durability, strength and quality. In 1940’s Levis to emphasise on the quality of the product to its customers, a new trademark tag was attached to the every pair of jeans which said “Every Pais Guaranteed- This is a pair of Levis, they are the original jeans, every pair satisfaction guaranteed”. The mid 20th century saw a shift in the brand image of Levis. A new generation was born which was influenced greatly by the rock-and-roll culture and there was a greater divide among people’s opinion because of World War II and the Vietnam War. James Dean acted in “Rebel without a cause” and “East of Eden” and played a character which was identified by many American teens. He wore the Levis 501 jeans in both the movies...