The Timeless Cool of Levi’s

The Timeless Cool of Levi’s

Levi Strauss invented the blue jean in the late 1800s. Since then, jeans have become an iconic staple of everyone’s wardrobe.

Despite being the symbols of various cultural movements, Levi’s jeans lost their appeal over time. With fierce competition from designer brands, teenage retailers, and streetwear companies, sales plateaued, and the company’s financial health deteriorated.

As the company goes public for the second time in its long history, the CEO expects that the injection of new capital will help the company innovate and regain its trendiness.

Video Spotlight: Levi’s “Circles” Commercial

This post is based on the New York Times article, Levi’s, Whose Jeans Are a Rugged Symbol of Americana, Prepares to Go Public, by S. Maheshwari, March 18, 2019; and the YouTube video, Levi’s “Circles” Commercial, by Levi’s, August 18, 2017. Image source: Redfx / Alamy

Discussion Questions:

1. Why does Mr. Bergh, the CEO, say that Levi’s had an “unclear” strategy?

Guidance: A strategy is a long-term blueprint. Levi’s had lost touch with its customers and stopped innovating, a requirement for success in the crowded apparel business. With a lack of long-term thinking and strategic positioning, inadequate advertising ensued, and Levi’s lost the “cool” Continue reading