The Timeless Cool of Levi’s

The Timeless Cool of Levi’s

April 12, 2019
Corinne M. Karuppan, Ph.D.

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 →

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Trending but Illegal? FDA Hearings on CBD-Infused Foods

Trending but Illegal? FDA Hearings on CBD-Infused Foods

March 20, 2019
Lisa M. Spencer

CBD, the non-psychoactive compound derived from cannabis plants, was dubbed the top culinary trend of 2019 in a recent survey of chefs conducted by the National Restaurant Association.

CBD-infused food and beverages ranging from brownies to lattes to fruity teas are all the rage.  Proponents tout benefits such as reduced anxiety, lessened pain, and fewer seizures, as well as other calming benefits for the body.

Last year’s legalization of the industrial production of hemp opened the door for increased supply, but the FDA has not yet cleared the way for the use of CBD in food and beverages.  Meanwhile, a complex web of state and local laws confuse hemp farmers and food and beverage manufacturers alike.

The FDA will begin the public hearing process in April, which is viewed as the first step in creating rules for CBD’s legal use in the food and beverage industry.  Many businesses, however, are already illegally selling products to eager consumers.

Video Spotlight: CBD-infused foods become rising trend in 2019

This post is based on the SmartBrief article, Recent crackdowns muddy the waters around CBD in food and beverages, by Tricia Contreras, March 4, 2019; the CNBC article, Continue reading →

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Prolonging youth…for avocados!

Prolonging youth…for avocados!

January 24, 2019
Corinne M. Karuppan, Ph.D.

How many times have you bought fresh avocados and discovered a few days later that they were rotten inside? This familiar experience may soon be a thing of the past.

Apeel Sciences, a food technology start-up, is tackling the problem of food waste. Edipeel is a plant-based coating that prolongs the shelf life of some produce by several weeks.

The benefits of Edipeel have earned the company a spot on 2018 CNBC Disruptor list comprising companies whose innovations are changing the world.

Video Spotlight: see the video on Edipeel featured in the article

This post is based on the CNBC.com article, This Bill Gates-backed start-up is fighting world hunger by making your avocados last longer, by T. Huddleston, Jr., December 31, 2018. Image source: slobo/iStock/Getty Images.

Discussion Questions:

1. What are the quality characteristics of Edipeel? Is it compatible with the trend toward organic farming?

Guidance: Characteristics include longer shelf life of perishable produce (performance); invisible, odorless, tasteless (aesthetics); edible (special features); endorsement from well-known philanthropic and private organizations (perceived quality); and combating world hunger (image).

The article does not provide enough information to determine whether the product meets conformance, reliability, durability, serviceability, and consistency requirements.

Made of Continue reading →

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