Word: levi
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Dates: during 1980-1989
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...American idiom and made it sophisticated fashion. The woman who used to wear a suit and blouse now wears her sweats." And Bergdorf Goodman's Executive Vice President Dawn Mello proclaims: "Norma is queen of the sweatshirt. It's like when jeans started. Norma is the new Levi Strauss...
...Johnson's baby powder, and Annette Funicello, 38, the onetime Mouseketeer who frolicked in the beach-blanket movies of the early 1960s, plugs the virtues of Skippy peanut butter. In radio commercials, Peek Freans are presented as a "serious cookie" too good to "waste on children," and jeansmaker Levi Strauss & Co. promotes its Levi's for Men line of pants by promising "the comfort you loved as a boy, the fit you need...
...back to work and not worry about being hungry until it's time for lunch." Johnson & Johnson is currently pitching its baby-oil, baby-powder and baby-shampoo ads directly at adults, often with the help of endorsements by sports stars past their 20s. Ad copy for Levi's Womenswear reads: "I wear Bend Over clothes every place. I'm old enough to know what I want. And young enough...
Companies can also profit from their good brand name by licensing it to other manufacturers. Levi Strauss capitalized on the success of its blue jeans by selling the right to use the Levi's name on boots, shoes and special models of American Motors' Jeeps. The familiar Playboy trademark appears annually on $120 million worth of products worldwide, including gold cigar boxes in Tokyo and men's toiletries in London...
...reason that South Carolina now has the third fastest growing industrial sector of any state in the U.S. is Charleston International Airport. Among the companies that have set up factories within an easy drive of the twin-runway airport: Cummins Engine, Du Pont, Levi Strauss, Memorex, Celanese and Exxon. Says Michael Kazeef, a manager for Alumax Inc., a leading aluminum producer: "In Washington State, the airport is 120 miles from our plant and going there was a big inconvenience. For any large company, an airport close by is a necessity. Vendors, salesmen, parts, cargo, company officials, you name...