Brand creator: Levi Levy
Levi Strauss & Co.'s Levi jeans (Levi's), already has 150 years of history, are immigrants from Germany Levi - Strauss (Levi Strauss) founded. ‧ Levi Strauss jeans company's sales in 1996 reached a peak value of the annual sales of 7.1 billion U.S. dollars.
"Jeans" jeans that was first documented in 1567, are from the Italian port city of Genoa (Genoa) merchant sailor pants worn by the title, that is, "Genoese" or the "Genes". "Jeans" this famous name only from the 19th century, the beginning of the 60s the company was formally adopted by Levy, before it was known as "waist overalls" (Waist High Overall), or "pants" (Pantaloons).
19 century 50's, the western United States found a large gold mine, and countless people who dream of making a fortune such as flood into western Depression inhospitable. There is a 20-year-old stand of‧ Levy-Strauss (Levi Strauss) also can not stop the gold, the temptation to give up tired for a long time civilian job, join the mighty flow of gold. Levy came to San Francisco, who as a result of a lot of gold, to take decisive action to give up the gold from the sand Village changed from the gold that people "gold." He runs a local shop selling daily, the business extremely well, but the procurement of a large number of tent, canopy canvas carriage no one cares about.
To deal with the backlog of canvas, Levy tried to make their CD, straight legs and Manpower, hip little tight trousers, peddle to the gold-work, as a result of more wear-resistant than cotton trousers, heavy gold workers welcome. "Levi's pants," spread like wildfire. Levy sold the small department stores, offering a special canvas overalls production company.
May 20, 1874, Levy began selling copper rivets with the blue jeans. The name was not pretty, only 501 of the factory code, LEVI'S501 time to become well-known signs. Since 1936, the company began to Levy white gold "LEVI'S" after the red flag slit in the pocket of his trousers, which became the future, Levi's registered mark.
Levy to improve the fabric and style overalls At the same time, began to pay attention to publicize their products. First of all, he's overalls-based graphical register trademarks, trade on an overalls painted on both sides of the waistband horse, Ma Tau towards the opposite direction, each side has a horse in person get a reminder. Above the graph reads: "The only access to patented rivet reinforcement overalls", the bottom read: "The tear can not be opened is not torn." This trademark is very eye-catching, was quickly accepted by consumers.
"Levy's trousers", the shorts are, grave-sweepers to prevent mosquito bites, Levy shorts again changed to trousers, and designed to Spanish shepherd boy short-style pants file, sewing away when hidden cables and copper rivets Ways to enhance the fastness of the pants, but also has obvious decorative effect. Worker wearing a solid gold that seems to be particularly wear-resistant pants air, when they leave the city, this durable, convenient and attractive style, chic attire attracted many eyes, began in the more popular among people of occupational has gradually become the American public favored fashionable clothing. However, because of its humble origin are strongly excluded from the upper reaches of society, many schools have banned students wearing.
Three to four decades on behalf of the 20th century, the United States the prevalence of the western movies. Levy companies take advantage of this opportunity for Hollywood movie stars in the performances put on "Levi's pants,"played in the film, the handsome cowboy image, was put fans wearing the stars of the Machine pants called "Jeans" (jeans). Since then, the eastern part of the United States Many people also possess a pair of jeans as a fashion.
After World War II, the United States and Canada, a large number of babies born (in U.S. history famous baby boomers), Levy's boss at the time thinking about such a problem: of these children will grow up What kind of likes to wear clothing? What kind of lifestyle enjoy it? At that time, he made a bold conjecture: These children will grow tired of conforming to convention,of life, and willing to pursue a more casual lifestyle. Based on this judge, he began the development of wide-line production of denim jeans. In the 60's, wearing such a wide line of denim clothes of coarse cloth American young people to become a lifestyle issue.
In 1971, Levy company is listed, in the acquisition of Perry Ellis, Oxford Suits and dresses manufacturers after Koret, Levy quickly falling into the trap - trying to meet all the needs of all people. Levy's non-jeans business proved to be a big mistake, but fortunately it is the cause of the continued growth of the jeans. In its heyday, that is, in 1981, Levi jeans in the U.S. market, sales reached 502 million. It is clear that not only are jeans and young people, there are many other people to wear such pants.
Taking into account the Levy family business and tradition, the descendants of Levi Strauss ‧ Hayes family (Haas) began operating companies play an increasingly active role, they are privatized and the sale of all non - jeans business, Levy re focused on the jeans business. To underline this point, in 1987, Levy introduced the Dockers Dahong future product lines. But in the 90's, the traitor and Beit generation cowboy who as a uniform blue jeans, started to fade from the forefront of fashion. In 1989, Levi's sales in the United States from the original scenery of the 502 million fell to 387 million. Many new competitors have also been in the market blaze a trail of. Suddenly, Levy red mark in the Bay of competitors pushing the verge of collapse. In 1990, the Levy in the jeans category, accounting for 48.2 percent of the market, by 1998, dropped to 25.0% Levy, Levy's leadership this way disappeared.
When in 1996 Robert ‧ Hayes (Robert Haas) Leaders Levy, he put the world's most successful brands under one of four men: he, an uncle and two cousin. Levy add the company before for peace (Peace Corps) and McKinsey (McKinsey) Service before the Harvard MBA, to enlightened management methods to Levy in this old-fashioned clothing manufacturers, and get up and down the media applauded. The company also began to gradually redefine their mission: Levy from a sense of responsibility of the successful enterprises have become "the authority of casual wear.
Levy the company has drawn up a "global thinking, local action" strategy, a global American-based clothing manufacturer. In the vast majority of foreign markets, Levy company boldly advertising their profound American culture, the vast majority of consumers in Europe and Asia think Levi jeans are especially trendy synonym. Levy Company boldly innovative global marketing activities has been excellent results, due to the domestic market continue to shrink, foreign sales have become the promotion of Lee Davis of the main reasons for the company's growth.
Through the establishment of a pair of jeans as the core of a solid foundation, and then accompanied by well-designed product and market development programs, Lee Davis has been found in the domestic jeans market downturn improve profits.
No comments:
Post a Comment