A young man named jakob davies suggested to Mr Strauss. Putting copper rivets on the corners of Levi's pockets can improve the firmness and appearance of the pockets. As a result, they agreed to enjoy the first patent in Levi's improvement process.
1886 Because the durability of Levi's jeans is well known, Levi's began to add the now well-known double horse logo on the back of Levi's jeans. At about the same time, the back pocket of Levi's jeans was also improved to double arc seam. Today, all Levi's jeans still use this special sewing method. Double arc seam method is also the oldest clothing trademark today.
1906 the San Francisco earthquake destroyed Levi's factory and office. But in less than five months, the factory in Valencia was built and changed. It turns out that the durability of this factory is no less than the jeans it produces. Today, Valencia Stadium still stands, still producing 50 1 jeans. From 65438 to 0930, in order to make up for the losses caused by the economic depression, ranchers in the western United States turned their pastures into holiday hotels for the rich in the east. Ranch guests from the city ride horses here, eat and dress like real cowboys. After the holiday, they returned to their homes in the East with new clothes brought from the West. It was the first time that Levi's jeans crossed the east bank of the Mississippi River.
During World War II, the manufacture of Levi's jeans was declared as an important industry. Only people who are directly related to the battle can buy these jeans. However, the hyperbolic arc seam design is considered as a waste line and must be stopped. So the bent stitches are drawn. As a result, many customers refused to buy patch pocket needles because they thought it was counterfeit, especially Indian customers in Arizona suffered the most. No matter how I explained it to them at that time, I couldn't change their minds. Levi's later introduced a lighter blues, which was immediately welcomed by the public. This style brought Levi's into the field of casual wear, more than 20 years earlier than the popular faded denim jeans.
Levi's rapid expansion in the 1960 s Levi's introduced wheat-colored jeans in 1960, and the teenagers who were driven by the fashion trend of these jeans were called white Levi's. The real change of people's clothing taste began in the late 1960s, when young people became the new main force at any cultural level in the United States. Levi's also became a symbol of youth.
Almost every teenager has a pair of worn-out jeans. Decorate it by painting all kinds of works on it with oil paints. Because this fashion was very popular, a competition of colored jeans was held at that time, and 1 10,000 entries were received. The winner's works are currently on display in folk art museums all over the United States. Several original 50 1 jeans became the permanent collection of the Smithsonian Museum in Washington, and were exhibited at the 1876 Biennale held in 1976.
197 1, Levi listed. After buying Koret, a suit and women's clothing manufacturer in perry ellis and Oxford, Levy quickly fell into the trap of trying to meet all the needs of everyone. Levi's non-jeans business proved to be a big mistake, but fortunately, its jeans business continued to grow. In its heyday, namely 198 1 year, Levi's jeans sold 502 million pieces in the American market. Obviously, not only cowboys and young people, but also many others are wearing these pants.
Considering Levi's business and family traditions, Haas, the descendant of Levi Strauss, began to play an increasingly active role in running the company. They privatized the company and sold all the non-jeans businesses. Levi's refocused on the jeans business. In order to emphasize this point, 1987, Levy launched the Dockers product line, which will be popular in the future. But in the 1990s, blue jeans, as the uniforms of rebels and cowboys, began to fade out of the fashion front. From 65438 to 0989, Levi's sales in the United States dropped from 502 million to 387 million. Many new competitors have also fought their way out in the market. All of a sudden, Levi's red trademark was teetering among competitors. Starting from 1990, Levi's market accounts for 48.2% of the jeans category. By 1998, Levi's leading position had dropped to 25.0%, thus disappearing.
When Robert Haas led Levi in 1996, he handed one of the most successful brands in the world to four people: he, an uncle and two cousins. The Harvard MBA who worked for Peace Corps and McKinsey before joining Levi brought enlightened management methods to Levi, an old clothing manufacturer, and was praised by the media. The company also began to gradually reposition its mission: Levi should change from a responsible and successful enterprise to an "authority on casual wear".
Levi's Company has formulated the strategy of "think globally and act locally" and become a global American clothing manufacturer. In most foreign markets, Levi's boldly publicizes its profound American culture, and most European and Asian consumers think Levi's jeans are synonymous with special fashion. Levi's bold and innovative global marketing activities have achieved excellent results. As the domestic market continues to shrink, foreign sales have become the main reason for the growth of Levi's.
By establishing a solid foundation with jeans as the core, supplemented by well-designed products and market development programs, Levi's found a way to increase profits in the case of the decline of the domestic jeans market.
Levi Strauss & amp not only occupies a place in American history, but also has become the largest clothing company in the world.