Word: levis
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...time half a million hippies danced button fly to button fly at Woodstock 28 years ago, the miners' blue jeans first made by Levi Strauss in 1873 had been adopted as the uniform for class rebellion. But the enduring, red-tagged faded blues have recently earned another reputation. "My mom wears Levi's," says Hannah Gasner, 15, a Manhattan high school sophomore, uttering the words that youth marketers dread. "I think about them as the first jeans invented. Levi's are reliable...
...cutting-edge world of blue jeans, reliable just doesn't cut it. While Levi's has remained a wardrobe fixture, its market share has shrunk to an uncomfortable fit and sales have slipped. The San Francisco-based company's pocket has been picked by a passel of fashion-conscious, private-label designer jeans and edgy upstarts in the $10.6 billion industry. The new entrants have hit the shelves with stylish cuts attractive to both teens and folks north of 20. "It's not about the brand of the jeans but the shape," explains Gasner. "Jeans are always in style...
...Levi's, which has stayed true-blue to its denim, has been slow to move on fashion trends like the currently favored wide-leg pants. "It's a fair assessment to say we were behind in fashion," says Gordon Shank, president of Levi Strauss, the Americas. "Levi's strength is that it is never the most fashionable but the most relevant." But that has cost the company. Levi Strauss's U.S. sales last year hit $4.3 billion, but fierce competition and a leveling off of demand forced it to announce last week a round of belt-tightening measures. The company...
...Like Levi's, denim's other big brands, VF Corp. (maker of Lee and Wrangler) and Guess?, have got a kick in the pants of late. "The story here is the competition," says Isaac Lagnado, president of Tactical Retail Solutions. In the world of blue jeans, denim pluralism was until recently considered blasphemy. That is, until Gap Inc. successfully introduced a complete store-brand jeans line in 1991. According to Lagnado, market share for private-label brands has grown from 8% in 1990 to 18% last year. Levi's has fallen from...
...ironic it was to read an editorial decrying "The American Invasion" (Sept. 17) of "Coca-Cola, McDonald's, and Levi's Jeans" in Spain in the same issue that carried an article outlining the steps to bring McDonald's to Harvard Square. By keeping stores and restaurants in Harvard Square diverse and uncommon, it would seem the Harvard Square Defense Fund is doing the students of Harvard as great a service as it provides Cambridge residents. Who would want to go to school, or live, in a mall? Many people, from the teenage punks to the Nobel laureates cited...