Date of establishment: 1853 Levi Strauss is usually referred to as Levi's for short, and its Chinese translation is Levi's. China General Agent: Li Hui Commercial Trading Co., Ltd., a world-famous private clothing company, is famous for its jeans. The company was founded in 1853 and is owned by four nephews of Levi Strauss. In San Francisco around 1850, Levi Strauss, the founder, made the first pair of Levi's jeans for miners at that time with rough canvas originally used to make tents, because these jeans were quickly welcomed by miners because of their durability. Until1990s, this brand also faced competition from other overseas brands and cheap products. Production facilities in the United States and Canada have been closed, and finished products are supplied from China, Hongkong, Colombia, the Philippines, Viet Nam and Mexico. 1850, miners were digging for gold wealth in mines in California, but they couldn't buy a pair of trousers strong enough to withstand the nature of work. It was not until the young Levi Strauss came to San Francisco to sell cloth (including canvas for tents) that things changed. Strauss used trousers made of canvas to protect the knees of many miners from abrasions. Therefore, miners call those pants Levis. Levi's (Guangzhou) Clothing Co., Ltd. integrates research and development, production, information, logistics and sales of denim garments, takes brand strategic marketing as the leading factor, and operates the China market with outlet (brand discount) chain mode. Levi's (Guangzhou) Clothing Co., Ltd. has a professional brand marketing team and a product distribution center of more than 3,000 square meters. The total production base covers an area of about 60 mu, covering Beijing, Guangzhou, Fujian, Xijiang, Chengdu, Jilin and other regions. 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. Jeans Levis
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 to be a waste of threads 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 1960. Levi's introduced wheat-colored jeans in 1960, and the teenagers who promoted the fashion trend of 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 exhibited in folk art museums all over the United States. Several pairs of original jeans of 50 1 became the permanent collection of the Smithsonian Museum in Washington, D.C., and were exhibited in the "1876 Contemporary Art Exhibition" held by 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. Jolin Tsai spoke for Levi's.
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 clothes". 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 Strauss & amp found a way to increase profits in the case of the decline of the domestic jeans market. The company not only occupies a place in American history, but also has become the largest clothing company in the world. According to the Russian Morning Post reported on August 7th, the most expensive jeans in the world are Levi's 1879 jeans produced in limited quantities by Levi's Company, and the market price of these jeans is125,000 USD each. It is equivalent to RMB 865,438+00,000. Levi's Levi's, endorsed by Jolin Tsai Thermal Brothers, held a spring and summer conference in Guangfu Hall of Zhongshan Hall. Jolin, the spokesperson of the year, boarded the stretching platform for the first time, and the tight tannins led the fashion, which made Jolin & Levi's romantic vows and fashionable and charming tannins "tight lines" captured all the eyes on the scene! In order to set off the fashion elegance of Princess Jolin and echo the popular elements of romantic classics in spring, Levi's specially chose to hold a spring and summer fashion show in the Guangfu Hall of Zhongshan Hall in baroque style. In the dreamy light of flowers and plants, Kaiwo supermodel Sui Tang leans on the red-lipped sofa in the tightest pencil lead tannin, accompanied by five other Levi's founders who also wear pencil lead.
The supermodel with tight tannins rotates on the stage. Announce the fashion trend of firming tannins this spring and summer through the sexy and attractive leg curve of Kew supermodel! With three series of romantic classics, casual sweetness and rock fashion, Jolin performed the thermal stage of the thermal brothers wonderfully. In the end, Jolin wore lovely and ultra-tight tannins and spun out the giant backboard of the stage, showing self-confidence and charming legs, blooming the charm of the audience, and signed a fashion pledge with Levi's annual endorsement as a princess, detonating the climax of the fashion show!