LEVI’S
raw facts | date and place of birth: 1873, San Francisco, USA | price: € 50 - € 400 | original, reliable, authentic |
In 1873 the blue denim jean was developed by merchant Levi Strauss and the tailor Jacob Davis. They opened two factories in San Francisco and Levi Strauss & Co. became a fact. From 1873 to 1890 the company was the only manufacturer of 501 jeans. After 1890 numerous clothing factories began copying this fit. These Levi’s became the most timeless and imitated piece of clothing in the world.
Levi’s vision is based on its pioneer spirit. It promises both young and older customers a piece of the American West in every pair of jeans. Originality, empathy, courage and integrity are the four values that they strive for in the company's work. These values are not only written words, but can also be found in Levi’s policy on ecological programs and sponsor activities. The brand will not publicise their ecological policy however, since it rather wants to be seen as a fashionable and authentic brand. Levi’s is based on its pioneer past, what makes it an original and reliable brand.
Levi’s are bought by a large age group: in order to bridge the wide differences in taste and styles, Levi’s offers several different lines of jeans: the Original 501 jeans with the familiar stitching and red label on the back pocket, the Levi’s Engineered jeans for the active youth, the Levi’s Red Tab with handmade details for the fashion lovers and the Levi’s Curve ID jeans, specially developed to fit all female forms. Beside jeans Levi’s also sells matching top wear with a vintage twist; accessories (such as glasses and jewellery); it has a perfume line; and it even sells telephones. Prices range from € 50 to € 400, including special editions.
Clothing is produced with ecologically friendly methods in China, Pakistan and Turkey. Levi’s promotes workers rights and inspects the health of its employees with its own Levi Strauss and Red Tab foundations.
Levi’s is sold worldwide in 110 different countries, ranging from department stores and flagship stores to a European web shop. In the Netherlands Levi’s can be purchased in exclusive Levi’s brand stores, but also at multi brand store Men at Work and at jeans specialists, such as Supermarket, 90sqm and Tenue de Nimes. The Levi’s brand stores recently have gotten a new interior, matching the brand’s popular image. Its fashion radiates the feeling of the American Wild West, combined with modern design. Levi’s are so distinctive that they are easy to spot in jeans displays.
Levi’s is currently busy building its image, but not to show off; its effort to create better environmental conditions are not used for pro- motion. The brand tries to reach the young target group by sponsoring rock bands like Anouk, Moke and Di-rect in the Netherlands. They also promote other international acts, but not with heavy sponsor contracts. With this way of publicity it builds on a comeback.
The original values remain referring to its first developed jeans. Levi’s prefers to work with these values, so people can recognise Levi’s in different slogans as: ‘Be original’ and ‘Originals never fit’. This emphasis on the authentic value shows the quality of a Levi’s product and it is also reflected in their logo and tone of voice. However, the tone of voice on the website and in promotion activities is now more fashionable oriented, so that it is available to everyone. The Levi's website incorporates the same image strategy of building trust and reliability through a clean presentation of the different collections. This distinguishes Levi’s from its competitors and makes that customers pay higher prices for a Levi’s.
Levi’s makes fashion for men, women, children and teens. It shows that almost everyone can be a potential group of interest for Levi’s. The biggest part of the brand’s target group pays no attention to fashion, but opts for the good quality of the brand. By aiming on this large target group, Levi’s loses its younger market. Nowadays, this young generation is reached by a new line of jeans, designed to appeal it's younger image, but without losing the older target group and their image of authenticity.
Levi’s has tried to build a new image with different collections in tastes and styles, since it now mostly reaches a large part of the older, not-so-fashion-minded target group. It actually is a brand for both young and older people, so the collections have modern items, but do not loose Levi’s trademark: authenticity. Levi’s has recently tried to reach youth by sponsoring national and international rock bands. The brand is built on authenticity, be- cause it was the first company who brought
blue jeans onto the market. With its good quality products, Levi’s differentiates itself on the competitive market. And with its experience and honest concern for environment and labour, Levi’s continues to be a clothing name with a positive attitude.
