Levis weren't afraid to swim against the stream from the start; as early as the 1940's Levi's stood for what they believed in which at the time was to stay well clear of any form of segregation in the workplace.
The younger generation started taking ownership of the jeans in the late 1950's this was represented by the name change from 'post overalls' to 'jeans', which was what the teenage customers started calling them.
In the 60's the jeans were a huge part of the counterculture revolution, they were transformed from a uniform of the working class into a political fashion statement.
The concept of brands getting its customers to customise their products isn't a new sensation. Levis did exactly that in 1973 and received nearly 10,000 entries.
The marketing behind Levis has been as important as its product in its road to success in my opinion. Something I didnt know was that Levi's became known for their signature animated campaigns in the late 1970's, this was when the 'poster' became hugely popular.
In 1980's Levis launched a groundbreaking national ad campaign which featured a physically disabled person, this again shows Levis attitude towards representing all their customers in everything they do.
This quote from the book brings us upto today...
"Levis Strauss himself would probably be surprised to find his sturdy denim pants sold all over the world today and percieived by many as a symbol of youth, freedom and America. Since the last 50 years, the Levis brand has been sold, traded and treasured by countless generations reminding us that some things can transcend cultural boundaries."
3 comments:
my one regret from my trip to San Fran a few years ago was not going to the Levi's Museum. This book looks great, it's been added to the wish list.
is that James Dean?
the same James Dean who immortalized Lee 101 jeans in his movies?
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