In that era when everyone wore military coats or overalls, jeans showed the indelible vitality of young people. Surging and passionate.
01 Levi’s: The Last Cowboy
Whether in the United States or around the world, Levi’s There is no doubt that it is equal to jeans. Like Coca-Cola McDonald’s, it was once a symbol of American culture. It is said that when Einstein came to the United States to escape Nazi persecution, in order to integrate into society more quickly and become an American citizen, he bought a Levi’s jacket and even wore it in the April 1938 issue of Time magazine. In 2016, the dress was sold to Levi’s for $144,000 through Christie’s auction house. Later, they quickly mastered the code of wealth and launched a replica version of Einstein’s same leather jacket, which was sold out as soon as it came on the market.
This fashion item that has lasted through the youth of several generations was born in a barbaric era, that was the distant 1848, James Marshall Gold mines were discovered in the western United States, and countless people flocked to San Francisco in the hope of getting rich overnight, setting off the famous gold rush in American history. 20-year-old Levi Strauss was also one of them. After arriving here from Germany, he soon discovered that it was too dangerous to rob gold with this group of bandits, so this smart Jew started to do other things. Business.
He opened a store to sell daily necessities to gold diggers. Once he made a batch of overalls from canvas because the material was particularly wear-resistant. It was sold out by gold miners in 1853. People at that time called these canvas pants Levi’s overalls. In order to prevent mosquitoes, he used indigo vegetable dye to color the pants. In order to better design the fit and make them more comfortable to wear, he used blue twill instead of canvas.
Until May 20, 1873, in order to prevent the ore in the pocket from damaging the stitching of the pocket, a man named Jacob Davis The tailor nailed brass rivets to the two corners of the pocket, and the copper rivets became the symbol of jeans. Levi established his own brand, Levi’s, and teamed up with Davis to obtain the patent for rivet overalls. In 1886, Levi’s patent for rivets expired, and the leather label still printed with two horses tearing jeans was replaced. Four years later, Levi’s began coding jeans, and 501 was the number of the world’s first pair of jeans.
02 Every time 1,000 pairs of pants are produced, a mark with R will be made,
In addition to early rivets and leather labels, in order to better highlight Levi’s brand image in the market, Levi’s sales team began to add a red label with Levis written on the side of the back pocket of jeans in 1936. ,. If you find a pair of pants with a capital E, then it is probably an antique.
The labels on some pockets say not Levis but R. This is because every 1,000 pairs of pants produced by Levi’s OEM factory will be made of R A sign. Many dealers make these pants very expensive. In fact, it is completely an IQ tax. During World War II, the U.S. government proposed the Materials Control Act, requiring many manufacturers to reduce metal and fabric in their products for frontline combat. During this period, Levi’s launched a streamlined version of 501 jeans, eliminating the Paris buttons and trousers used to adjust the elasticity. Bag stitching on the bag (restored after World War II).
After the end of World War II, the emergence of Western movies made Levi’s not only deeply loved by workers, but also became a trendy brand pursued by young people. Throughout the 1930s and 1950s, with Levi’s huge advertising investment, jeans were stripped of their vulgar and obscene labels, and major hotels no longer refused guests wearing jeans. Coupled with the baby boom after World War II, Levi’s target consumer group increased sharply in the 1960s and 1970s. From 1966 to 1970, Levi’s revenue soared from 148 million to 328 million US dollars. In 1971, Levi’s raised US$50 million and successfully went public in one of the largest IPOs in US history at the time. The closing price on the first day was US$59, an increase of 25.5%.
After the successful listing, Levi’s began active expansion. However, due to the lack of efficient integration capabilities, inventory accumulation was serious, and Levi’s ushered in arrogance. First quarterly profit loss since recession. Coupled with the continuous revelations of illegal activities such as bribery and prohibiting retailers from selling products at discounts in the following years, Levi’s performance has further deteriorated.��To celebrate the historic occasion, traders at the New York Stock Exchange were allowed to work in casual clothes. Thirty-five years after delisting, this cowboy who didn’t want to admit defeat came back.
However, for Levi’s, listing is just a new beginning. The global retail market is still fiercely competitive, and its pace in China now seems The walk was not smooth either. Levi’s is back, but it’s not the stubborn, stubborn cowboy who’s back. Judging from the feedback from consumers, they finally understand that times have changed. In the first three quarters of 2020, Levi’s revenue fell by 26.89% year-on-year. Although this was affected by the epidemic, it is still urgent for them to speed up their transformation. In particular, the growth of the U.S. market has long been sluggish. How to cater to the preferences of today’s young people, especially young female consumers, has become a problem that Levi’s needs to solve quickly.
Many of the important elements you see on jeans today can be said to be led by Levi’s, not just in After the United States entered China in the 1970s and 1980s, jeans, which were once labeled as capitalist, became synonymous with fashion among young people at that time. In that era when everyone wore military coats or overalls, jeans showed the indelible vitality of young people. Surging and passionate. Wanting to continue to be a classic of the times, this very abstract emotion may be something that Levi’s should not lose in its 147 years of development. </p
