Brand name: Levis

Founding country: USA

Date of creation: 1853

The origin of Levi's

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.

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.

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 currently on display 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.

Considering Levy's business and family traditions, Levy? Haas, the descendant of Strauss, began to play an increasingly active role in the company's operation. They privatized the company and sold all the non-jeans businesses. Levi pays attention to jeans business again. 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 1996 Robert? When Robert Haas led Levi, he handed one of the most successful brands in the world to four people: him, 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's found a way to increase profits in the case of the decline of the domestic jeans market.

Levi Strauss & amp not only occupies a place in American history, but also has become the largest clothing company in the world.

Historical process

In the history of 150 years, Levi paid attention to the original commemorative creation and established its supreme position in the field of jeans.

1847: Levi's founder Levi's, 18 years old, immigrated to the United States from Germany.

1853: Levi's was founded in San Francisco. CO company made the first pair of jeans from canvas.

1855: Levi Strauss changed the earliest canvas into denim with blue warp and white weft imported from France.

1873: Levi's registered the first pair of trousers with a striker to fix the seam of the trouser pocket. Since then, the word "jeans" has been used to refer to twill pants.

1890: Levi Strauss &; CO company coded jeans for the first time, and the world-famous 50 1 was Levi's first jeans model.

1905: production of S506XX began (19 17 official lot s506xx), and low-priced jackets 2 13 were also produced.

1928: S506XX and 2 13 put the lid on the pocket.

1936: The products with red labels began to be produced.

194 1 year: S506XX, the cover was removed again, but the production of red TAB was stopped, 2 13 (representing the production of cloth labels and black concentric hollow buttons).

1944: S506XX laurel buttons used in World War II.

1947: S506XX stopped production for 506XX, and the bag was covered again for 5 19XX (inside the blanket).

1952: 506XX, 5 19XX stopped production, and the second generation 507XX, 5 17XX (inside the blanket) started production, and the word R appeared on the label.

1954: Leather labels were discontinued and paper labels were used.

1962: 507XX and 5 17XX were discontinued, and the third-generation jackets 557XX and 559XX (inside blankets) were started to be produced.

1966: 557XX and 559XX were discontinued, 557 and 559 were put into production, and the words "every garment is guaranteed" were removed from the bottom of the paper label.

1967: production 557 70505

1968: production 70505 02 17.

1969; Replace the big label with the small label. And began to become a little e.

1974: Levi's launched a series of washed jeans.

1978: Although many jeans brands of different designers have been put into the market, Levi's sales still exceed $2 billion.

1980: The sales of jeans achieved unprecedented success, reaching 502 million pieces.

1984: levi's became the representative costume of the American Olympic delegation and made a large-scale publicity for Levi's S501blues.

1986: Levi's jeans started to produce jeans with holes ahead of schedule.

1995:www.levi.com website officially opened.

1996: LVC is officially listed, and it is a replica series made according to levi's classic models.

1999:red TM series was born, and 2 1 century jeans were innovated again.

2000: Levi's three-dimensional jeans series Levi's engineering jeans came out.

200 1: Levi's entered Chinese mainland and opened its first store in Shanghai.

2003: Levi's150th Anniversary, Jeans130th Anniversary. In the same year, the type 1tm series was born.

Levi's jeans

If you want to trace the origin and history of jeans, a representative can't help it. He is the father of American cowboy-Levi's: the founder of Levi's Company and the pioneer of American cowboy culture and history.

Levi Strauss was originally from Germany and made his fortune in San Francisco in 1847. At that time, he had been selling canvases for a living. Later, he found that local miners were in urgent need of a kind of tough pants, so he made a batch of pants out of brown canvas used to build tents and sold them to local miners. Then it was very successful and saw the ideal result. LEVI'S STRAUSS AND CO was established to produce jeans, and the myth of Levi's began.

The success of Levi's Kingdom began with Levi's 50 1, and the birth of 50 1 was that Levi's and another group of jakob davies applied for a patent for their button jeans in 1873. At that time, 50 1 was a very fit effect after shrinking, which was very popular with workers at that time. Therefore, some people think that Levi's jeans are the product of helping to build the American dream in his early years. Jeans in the thirties all played the role of work clothes, but they tended to be casual, but they were mainly practical designs. In 1960s, Levi's Kingdom expanded its business in Europe on a large scale, and then swept the whole continent, with its business volume and reputation soaring.

Jeans culture has been a global collective trend since 1970s, with a breakthrough in style change. From the traditional straight leg style, wide-angle pants and bell-bottoms have been changed. From bell bottoms to radish pants in the 1980s. The appearance changes of jeans went to extremes in the 1970s and 1980s. In the meantime, Levi's has been following the fashion trend. In the late 1980s, jeans changed from the previous emphasis on fit and fit to the pursuit of the original flavor of jeans. Together with this trend, LEVI's 50 1 set off another jeans trend, which was also influenced by this trend in the 1990s. In addition to the backflow of 50 1, LEVI's modern series has three branches, which are distinguished by different colors of trademark flags. The "Red Flag" aims to oppose the fashion of "pursuing the original flavor" that is too close to the body (including 501); "Silver Flag" advocates "modern basic" style: paying special attention to high quality, washing technology and production effect; In addition to the basic styles, "Orange Flag" has also developed other fashionable styles, which is a series of products close to the trend in materials.

In the 1990s, Levi's propaganda techniques were more innovative. Product sales are developed through the next level. The myth of Levi's began with 1847, which has gone beyond half a century. It is indeed a miracle of cowboy and American culture, and I believe this myth will continue to spread.

Characteristics of Levi's jeans

1: The back pockets of traditional levis jeans are all swallow-shaped lines.

2. There are two levis on the side flag of the back pocket, one is positive, the other is negative, and the e is lowercase (some of the early ones are capitalized).

3. The copper nails in pockets and other places should have L.S. &; C.O logo.

4: The word Levi's should be on the zipper version.

5: The button version should have the word LEVIS on both the button and the big buckle.

6. Pants must not be short of water marks. Some people in China say madeinusa, but this does not mean that pants are made in the United States, for example.

If someone sells in bulk and says it's American, there's a problem.

7: There should be L.S. on the back of pocket copper binding & that is, the side inside pants; The word C. O.

8. Generally, the edge of the domestic side flag is round, and the side flag that is actually exported or produced in the United States is also added.

Work, flatten.

9. Generally speaking, all Levi's products can't be delivered to a factory to complete production, which means Levi's processing plant in Chinese mainland has none.

Can produce pants, shirts, tops, down jackets. Occasionally, a red down jacket originated in Vietnam and is now on the market.

Many Levi's products come from there.

Attention model

50 1, 517,505 and 518,519 and 542,593, etc.

Levi's logo

Impact nail

Simply decorating the corner of Levi's trouser pocket with metal buckles breaks the traditional style and makes jeans more popular. Levi's type

1TM jeans have extra large nails and feel stronger.

red flag

1936 ls &； Co. originated from the red flag in the back pocket, which can be said to be the earliest brand badge, making Levi's easier to identify.

This move also makes other jeans brands.

Arc car flower

By1837ls &; CO began to produce the first pair of jeans, and the unique curved double line on the back pocket toilet car was the most leisurely in America.

Long-standing traces of clothing. Before there were automatic machines, all curved car flowers needed hand embroidery. Levi's 1TM model

The red flag is bigger and more eye-catching and can be seen from a distance.

sanctuary

Brief introduction of Lee brand

Brand name: Li

Founding country: USA

Date of creation: 1889

Official homepage:

Lee is one of the three classics of American cowboy culture. In the process of establishing American cowboy culture, Li has come a long way. From different stages of development, LEE can always maintain a practical and fashionable posture. Li played an important role in the evolution of jeans from practicality to fashion. The founder of the company, H.D. LEE, was originally a work clothes manufacturer. In this century, he mainly supplies daily work clothes to farmers and workers in the Midwest of the United States. Some classics at that time are still popular today, such as suspenders "BIB'N'BRACE" and long-sleeved jumpsuits "UNION ALL", which became the uniforms of the US military in World War I. The company's products can become the national image, which is a pioneering work in 19 10.

Another revolutionary innovation of Li occurred in 1926. LEE's first zipper jeans were born, which is the first zipper jeans in the world. At this time, Li's advertising language is suitable for tailor-made "tailor-made size", which is innovative and unique. After World War II, with the success of his cowboy image in the wild west, Lee spread to the east coast cities and all over the country. The image of the west has not only become fashionable, but also played a leading role in the jeans market. At this time, LEE's famous big leather brand appeared. With the success of LEE Rider in the market, LEE has become a registered classic product.

From 65438 to 0975, in addition to the western image, Li injected a new marketing plan: the first plan to develop women's jeans. A series called "Suitable for Girls" came out, which opened a new side of the women's clothing market. Since 1986, LEE has developed different types of customers in the whole denim market:

LEE BASIC-Five classic jeans with Bao Butong fashion trends, as well as casual pants, denim pants and other different styles.

ROUGH RIDER-traditional style, but with high quality and fashionable cutting and packaging technology, is a symbol of LEE's product guarantee and market position as an expert in jeans manufacturers.

Lee Girls-a series of women's dresses tailored to match women's figure, with brand-new design and great sense of the times.

Today, Lee's long history makes it the mainstream of American jeans. Its products still maintain a certain level and value in tradition and avant-garde, and become the code name of both classic and fashionable jeans.

This enterprise brand ranks 462nd among the top 500 brands in the world in 2006 compiled by the World Brand Lab.

Lee jeans have a history of 100 years since their birth. With its original and classic design, LEE jeans has become a classic and authority in jeans industry, and is known as one of the three major jeans brands in the world. LEE jeans, with its simple and pure style, has attracted the attention of men who are pursuing fashion all over the world, representing the men's wear brand of European fashion trend.

LEE's autumn and winter fashion show broke the traditional form of models walking on the runway to show the latest clothes to guests, and showed "backstage", and then matched with special scenes. The media and fashion collocation experts present matched themselves from many autumn and winter clothes, Beijing Bedtapas &；; Bar, the creative team of VF Group unexpectedly chose this little-known place, located in the old drum tower area of old Beijing. The layout of the venue, the ancient courtyards, the ancient wooden beams, the reclining chairs and the ancient beds are all telling the world about the long history and traditional culture of the ancient capital, echoing Li herdsman's own cultural heritage and cooperating just right.

Unique u-shaped crotch, more comfortable.

contrary/opposite

Converse, founded in 1908, has built a global canvas shoe kingdom, with the sales volume and color ranking first in the world. In the China market, there are five series of all-star Chuck Taylor (all-star classic canvas), Jack purcell (open smile), PRO STAR (star arrow), ONE STAR (Kimura series) and STAR 70 (with star parallel bars), with more than 50 colors, so that young people who are not bored can play with colors in high profile and go out in high spirits.

Reverse species

1. All-Star Chuck Taylor

19 17 the world's first pair of all-star sports shoes was born in converse, USA. Chuck Taylor, an American professional basketball superstar who was known as the "basketball ambassador" at the beginning of the 20th century, couldn't put it down. He is convinced that all-star shoes can let basketball players gallop freely on the court, so wherever he goes, he always takes a pair of all-star sports shoes, enthusiastically recommends them to friends, basketball players and coaches around him, and personally participates in the improvement design of all-star sports shoes according to the requirements of basketball for sports shoes and personal experience to make them more suitable for basketball. 1923, Converse Company decided to take Chuck Taylor's signature as part of the All-Star trademark in recognition of his contribution to all-star canvas shoes. All-star Chuck Taylor canvas shoes were born. More than half a century has passed, and all-star classic canvas shoes have become synonymous with world-famous canvas shoes. Created a record of 600 million pairs of sales of the only single shoe type in the world. Like McDonald's, Coca-Cola, Ford and Levi's jeans, it has become a symbol of American traditional cultural spirit. ALL STAR's original design is made of canvas, which is not only wear-resistant, but also can be washed by washing machine, which is environmentally friendly and pollution-free. At that time, all the stars had only one color-white. 1966, the all-star launched a color series, which broke the long-standing single color policy. With the continuous progress of science and technology, more and more materials, such as leather and rubber, are gradually used as raw materials for shoemaking. In the 1970s, influenced by the hippie trend, fashion began to move closer to the original feeling of nature. At that time, ALL STAR was particularly retro, easy to wear, free to wear everywhere, and simple in life. 1996, ALL STAR launched ALL STAR 2000, which changed the canvas material of the original upper into leather, completing the remarkable changes in the history of ALL STAR. On the basis of the original all-star, put on the most dazzling appearance for the oldest sneakers.

2. Jack purcell

As one of converse classic canvas shoes, it is named "smile" because of its special smile curve design. Jack purcell came from the world champion who was active in Canadian badminton in the 20th century. Badminton, tennis, squash and other sports all need durable and suitable sports shoes. JACK PURCELL studied and improved sports shoes himself, and participated in the development and planning. To commemorate his contribution, this kind of sports shoes is named after Jack purcell. Later, Jack purcell provided special sports shoes for the most advanced sports competitions, which won the popularity of professional players in previous DEBIS Cup competitions in the United States. JACK PURCELL's exquisite craftsmanship and unique modeling are also favored by Hollywood elites. Legendary Hollywood movie stars JAMES DEAN, dustin hoffman (dustin hoffman) and GEORGE HARRISON of the Beatles are all fans of Jack purcell. Dustin hoffman plays Jack purcell in the film The Graduate. As time goes by, Jack purcell's unique charm remains the same. In 2000, Jack purcell landed in Chinese mainland. Black, white, pink, khaki, coffee, sapphire, navy blue, apple green and other colorful colors appeared. Wear-resistant and elastic canvas shoes, unique design, and the tradition of always paying attention to details show the eternal elegance of the classic family.

3. Professional stars

This series is characterized by the signs of stars and arrows on both sides of the upper, no sign at the bottom of the heel, but a star at the top of the heel. PRO STAR's unique "Star Arrow" logo has been used since converse was founded. The symbol "Star Arrow", accompanied by Dr. J (Julius Erving), "Magic" Johnson (ervin johnson) and "Raj Bird", has created a series of popular basketball myths in NBA. Now, the "Star Arrow" logo is no longer limited to sports shoes. PRO STAR's simple and unique logo and quaint color matching evoke fond memories of the innocent era and give a new interpretation to the retro trend. In Japan and Korea, PRO STAR has become the best-selling shoe after JACK PURCELL.

4.a star

When Dr. J-Julius L Owen jumped from the free throw line and dunked, a legendary name was immediately engraved on the "Pantheon" of NBA. There is also a great classic engraved with the name of Dr. J-converse basketball shoes. Just like the "magic shoes" of fairies in ancient mythology, Dr. J, "Magic Johnson", "Bird", "Aunt" Larry, "Rebound King" Rodman and "Postman" Malone all wore converse and created a series of popular modern myths.

5, 70 stars

This series of designs began in 1970s, and was mainly promoted by Kimura's endorsement in 2000-2003. Also known as Kimura shoes in the early days. Its main feature is that there are star buttons on both sides of the vamp, and there are two diagonal lines on both sides of the star. Besides all-stars, there are some other small English icons.

Converse spokesperson

Xu, female, actress. In 1999, Xu was selected as the most popular actress by Peking University students with the second vote, only less than the first-place Xu Fan 100. "New Weekly" said that she was one of the "110 stunners in 998" that made people feel very comfortable. Become the brand spokesperson of American sports brand converse in China. (This is CONVERSE's brand spokesperson for Converse in 2000, following NBA superstar "Postman" Carl Malone).

☆ Japanese dramas have attracted more and more people's love, and Kimura Takuya, a super popular idol, has become a fashion spokesperson. In Japan, South Korea, Taiwan Province Province and other places, what Kimura wears will be popular. Kimura Takuya's favorite shoe brand is converse, and a star of converse is at the foot of Kimura Takuya in Beautiful Life. Noriko Sakai, the heroine of the Japanese TV series Love in the Sunset, also has a soft spot for converse. Converse is the first choice for Japanese fashion lovers. In Japan and South Korea, converse is the first brand of sports and leisure shoes. Converse stores are all over the streets of Japan and South Korea, and the goods are dazzling. Artists go to Japan for filming and sightseeing, and all take pleasure in buying converse shoes there. Xu, an actress of mainland youth idol drama, met converse in Ginza, Tokyo, and later became the image spokesperson of converse in Chinese mainland. Jordan chan, Zhang Ziyi, Lin Xiaopei and Alec Su all like converse. Converse has built a global canvas shoe kingdom, with the style and sales volume ranking first in the world.

Converse brand history

1908—— Like most brands, converse originated from the surname of the founder, Mr. Marquez M. Converse, while the All-Star was born in the initial product production of the Massachusetts factory, with 15 employees.

19 17- the first pair of converse all-star shoes came out. With its excellent characteristics, it has become one of the most famous sports shoes in history after years of continuous testing.

19 17- A young basketball player named Chuck Taylor joined the professional basketball league and chose sneakers made of converse all-star shoes. In 192 1, Chuck Taylor signed a contract with converse as a business representative and started the legendary cooperation between converse and Chuck Taylor.

1923- Chuck Taylor's signature was put on the ankle of sports shoes, which became one of the features of the product, and all-star became synonymous with basketball shoes.

1936- Chuck Taylor's signature became a part of Converse's trademark, which was closely related to Converse, and introduced the concept of people wearing sports shoes together in the sports field.

1936- converse all-star shoes became the special shoes designated by American Olympic basketball team.

194 1 year-converse also entered the production ranks of American munitions during World War II, and with the help of converse's professional technology, it produced a series of boots, hoods, baseboards and so on for special purposes.

1966- converse all-star first launched colored basketball shoes, breaking the single white color strategy in the past 60 years.

1982- Converse was listed on the Nasdaq Stock Exchange and became a listed company.

1985- converse all-star shoes are popular in Japan and have created outstanding achievements.

199 1 year-converse became the designated competition shoe in NBA.

1996- All-Star Game sold more than 700 million pairs worldwide.

In 2008-the centenary birthday of Converse, the slogan "Welcome to Converse Century" was put forward.

Converse has a history of one hundred years. 1908, Mr. converse founded converse brand in America. The earliest pair of basketball shoes was created by converse in 19 17. All-star, who is a famous athlete, can sign a contract. 1923 converse became the spokesperson of basketball shoes all over the world.

At the beginning, converse mainly developed basketball shoes. In the past, people couldn't imagine that canvas shoes are basketball shoes now, because times have changed.

1936, converse's basketball shoes became the designated basketball shoes of the us team. Converse can be said to be a leader in the industry. 1982, converse is listed on Nasdaq, and the overall share price is ok. It was popularized in 1985 and achieved very brilliant results in Japan.

Now converse is the designated sneaker in NBA, and it has been evolving ever since. With the development of science and technology, basketball shoes are developing to high technology, and canvas shoes created in the past have also become a favorite brand of fashion people.

Consumers can feel that the brand has a classic and fashionable taste from the products, and converse brand is gradually realized on its own stage through its classic and fashionable taste as a kind of self-realization. In recent years, the concept of "being a star" has been introduced, which means that everyone is expected to show themselves on their own stage and realize themselves. This is the culture that converse has achieved in the past century.

Converse brand has a history of one hundred years in America. In the eyes of Americans, like McDonald's and Coca-Cola, it is a century-old brand.