More than for its clever brand strategy, we have chosen Levi’s because this brand has been built thanks to “stories” since its creation. What makes it today one of the most celebrated names in the history of apparel, a strong and unique brand which was able to cross the years?
It’s amazing how Levi’s managed to adapt its brand strategy throughout the ages always trying to adapt itself to the generations’ trends. Indeed, in 1873 when Levis Strauss and Jacob Davis got the idea of the revited pockets on pants for Western pioneers, they probably did not expect its impact on modern culture. The famous Levi’s 501 button fly jean: first ever blue jean born in May 1873 has been a trans-generational apparel from Steve McQueen to Steve Jobs until today and so worldwide and within different cultures.
What makes Levi’s jeans unique?
Levi’s jeans are for everyone, everywhere… They are the symbol of individuality and universality.
The Western beginning …
Everything has started from the vision of Levi’s Strauss. Since he was himself a workingman for many years, the first advertisement placed by LS&CO targeted “working men in general”. Through this campaign he wanted to underline his appreciation and respect for the hard working men of the West providing them a guaranteed durability thanks to Levi’s jeans.
“These goods are specially adapted for the use of FARMERS, MECHANICS, MINERS, AND WORKING MEN in general. They are manufactured of the Best Material, and in a Superior Manner. A trial will convince everybody of this fact. USE NO OTHER, AND INQUIRE FOR THESE GOOD ONLY”
Here are examples of slogans which perpetuated this image of quality and durable brand:
“It’s No Use, They Can’t Be Ripped”
“WITH STRENGTH AND EASE, THEY ALWAYS PLEASE”
In addition, the legendary trademarked “Two Horse Brand” logo reinforced this image of quality construction and indestructible material.
This first step in the Levi’s story shown that the objective of the brand has been to respond to a need of a given period offering a guaranteed quality product.
1950 to 1980: Levi’s entered a new generation…
During this period a new generation was born: American society as well as the world was being restructured in radical ways: social movements and emancipation were at the heart of the society. Thanks to icons as James Byron Dean or Marlon Brando, playing the role of rebellious character while wearing Levi’s, this is the entire America’s youth who identified it to the new “anti-establishment” brand. Even if this new image was not really appreciated by the company it was a success for the business: Sales increased to $34 million a year by 1956. The turning point which made Levi’s brand image shift from a rough and cheap pair of pants to a fashionable cloth occurred in October 1964 at the University of California Berkley when Jack Weinberg was arrested for soliciting funds for racial equality. After this event, students demanded a sense of individualism and personal freedom in the society. Levi’s symbol of individualism and strength as established by LS&CO became their uniform. Other similar waves of protestation happened involving that time not only the United States but also many other Western countries. The pair of Levi’s became the symbol of solidarity of the movements. LS&CO took this opportunity and became engaged. For example Levi’s launched its first television commercials targeting the energy of the youth during the period.
Levi’s today: Sustainable and fashionable…
Even if new competitors (Gap, Diesel, Wrangler and Pepe) born recently with the new generation stole Levi’s market share, the two horses brand was able to innovate proposing a new range of products more trendy such as the Engineered Jeans, a “reinvention” of the five-pocket style to replace the old 501 brand or the S-Fit trousers, with the anti-radiations pockets. Today, this new generation of jeans is coupled with a “viral communications” to infiltrate the youth culture: clubs, concert venues, websites and fanzines etc. LS&CO has also started a process for responsible sourcing which combines sustainable design, environmental practices and apparel worker well-being. For example, to date Levi’s Water<Less Jeans Have Saved 770 Million liters of water.
We can give many other examples underlining the power of the brand through generations. The reason the brand is so appealing to consumers today is because it has a huge heritage: from hard working miners, social revolutionaries to the new generation today. Yet, the name Levi’s has always kept one undeniable product attribute: quality. Levi’s mean so much to so many…
Below is an interesting video illustrating the the evolution of the famous 501® Jean
And you? What do you think? Is Levi’s still fashionable? Do you feel this strong heritage behind the brand?
Yasmina Maksem
Sources:
The Science and Art of Branding, Giep Franzen,Sandra Moriarty, Chapter 8 Brand differentiation and positioning
file:///C:/Users/Invit%C3%A9/Downloads/09Levis%20(2).pdf
Behind Jeans 