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The case of Levi Strauss (1)
Who doesn’t know Levi’s, the American blue jeans icon known all over the world? Today, Levi’s is one of the world’s largest brand-name companies in the blue jeans and casual pants markets. Its products are sold under the Levi’s, Dockers and Levi Strauss Signature brands. While Levi’s conveys an image of quality and innovation, the brand is mostly recognized for its status as the original pioneer brand among international customers. With sales in more than 100 countries, Levi’s is a global company with three geographic divisions: the Americas, Europe Middle East and Africa and Asia Pacific.
In 1853, during the California gold rush, Levi Strauss set up his own business in San Francisco. He sold durable and tough pants that became a standard dress for miners, dockworkers, railroad workers and “cow boys”. However, the first blue jeans were born in 1873. At that time, Jacob Davis, a Levi’s customer, suggested Levi Strauss to patent the process of putting copper rivets in pants for strength. They went into business together and founded what would become the world’s most popular clothes.
After the World War II, American products met a great success in the world and enjoyed a strong popularity in Europe. Jeans symbolized American freedom and conveyed many of the core values of American democracy. Therefore, people wore Levi’s jeans as a symbol of their freedom and individuality. Hollywood also had a huge impact on the popularity of blue jeans. By wearing blue jeans, James Dean, for example, in “The Rebel Without a Cause” brought fame to blue jeans and other popular actors did the same ...