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Wednesday, September 8, 2010

An Overview of Marketing

Week 1: History and Mission Statement of Levi's Jeans.

Posted by MARKETING at 8:27 PM

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History about the invention of Levi's jeans

In today's society "blue jeans" represent a very popular casual dress that is used by teenagers, adults, and elderly people. It is a very practical and fashionable way of wearing pants. Jeans come in various types and styles. It is not possible that you would never have worn jeans in your life.

The history of jeans is very interesting. Inicially, jeans were simply sturdy thousers worn by workers used in factories during world war II. In a certain way jeans were uniforms that men used like a protector pants because they were resistant to the hard work that they were exposed.

In 1853, Levi Strauss, a 24 year old german inmigrant, left New York for San francisco with a small supply of dry goods with the purpose of opening a branch of his brother's New York dry goods business. Shortly after his arrival , a prospector wanted to know what he was selling. When Strauss told him he had rough canvas to use for tents and wagon covers, the prospector said that he should have brought pants because he couldn't find a pair of pants strong enought to last. It was very convenient for Mr. Strauss to start the business of pants because The California Gold Rush was in full swing, and everyday items were in short supply. The blue jeans at that time were workmen's clothes.

Denim is a type of cotton textile, known for it's use in blue jeans and other clothing. Denim uses a sturdy twill weave with a characteristic diagonal ribbing. Originally used for workmen's clothes, denim is now ubiquitous and has even entered the world of high fashion. Nearly everyone has a least one denim garment in the closet these days.

Denim blue jeans

Denim blue jeans

Levi Strauss had the canvas made into waist overalls. Miners liked the pants, but complained that they tended to chafe. Levi Strauss substituted a twilled cotton cloth from France called "serge de Nimes." The fabric later became known as denim and the pants were nicknamed blue jeans.

Mission Statement

Levi's jeans are original and authentic jeans. We are the most successful, recognized and imitated clothing product in the history. We will continue attracting the attention of generations with our diversity of styles.

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