Levi Strauss & amp; Co. is an American private clothing company known worldwide for its denim jeans brand. Founded in May 1853 when German immigrant Levi Strauss came from Buttenheim, Bavaria, to San Francisco, California to open a west coast branch from his brother's New York freighter business. The company headquarters is located at Levi's Plaza in San Francisco.
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Histori
Asal dan formasi (1853-1890s)
Levi Strauss started business at the address of 90 Sacramento Street in San Francisco and then moved to 62 Sacramento Street. In 1858, the company was listed as Strauss, Levi (David Stern & Lewis Strauss) clothing importers etc. 63 & amp; 65 Sacramento St. in the San Francisco Directory with Strauss serving as its sales manager and brother-in-law, David Stern, as his manager. Jacob Davis, a Latvian Jewish immigrant, is a Reno, a Nevada tailor who often buys scrolls made of denim from Levi Strauss & amp; Co. wholesale house. After one of Davis's customers continued to buy a cloth to strengthen his torn pants, he had an idea to use a copper rivet to reinforce the tension points, such as in the corner of the pocket and at the base of the fly button. Davis did not have the money needed to buy a patent, so he wrote to Strauss suggesting that they go into business together. After Levi accepted Jacob's offer, on May 20, 1873, both men received the US span. Patent 139,121 of the United States Patent and Trademark Office. The patented rivet is then incorporated into the design and advertising of the company. Contrary to an advertising campaign that showed that Levi Strauss sold his first jeans to gold miners during the California Gold Rush (culminating in 1849), the creation of the overalls began only in the 1870s. The company created their first pair of Levis 501 Jeans in the 1890s.
Growing popularity (1910s-1960s)
Modern jeans began to appear in the 1920s, but sales were largely confined to people working in the western United States, such as cowboys, tree fellers, and railroad workers. Levi Jeans were apparently first introduced to the East during a dude breeding dude of the 1930s, while on holiday to the East back home with a (and usually sampling) story of tights with rivets. Another impulse came in World War II, when blue jeans were declared an important commodity and sold only to people involved in defense work.
Between the 1950s and 1980s, Levi's jeans became popular among the various youth subcultures, including greasers, mods, rockers, and hippies. Levi's popular shrink-to-fit 501 is sold in a unique size setting; the size shown refers to the size of the jeans before shrinking, and the shrinkage is considerable. The company still produces these non-destructive jeans, and they are still Levi's number one bestsellers. Although popular knowledge (supported by corporate marketing) states that the original design remains unchanged, this is not the case: groin shells and waist straps were released during World War II to conform to the requirements of the War Production Council to conserve metal, and not be replaced. after the war. In addition, rear pocket rivets, which have been covered in denim since 1937, were removed entirely in 1950 due to their complaints scratching furniture.
In the 1980s, the Company closed about 60 of its factories due to financial difficulties and strong competition from competitors.
The Dockers brand, launched in 1986 and sold mostly through department store chains, helped the company grow through the mid-1990s, when denim sales began to fade. Dockers were introduced to Europe in 1996 and led by CEO Jorge Bardina. Levi Strauss sought to sell the Dockers division in 2004 to relieve some of the company's $ 2.6 billion debt.
Brand Competition (1990s)
In the 1990s, Levi faced competition from other brands and cheaper products from abroad, and began accelerating the rate of plant closure in the US and the use of offshore subcontracting agreements. In 1991, Levi Strauss became involved in a scandal involving trousers made in Northern Mariana Islands: about 3% of Levi's jeans sold each year with the label Made in the USA have been proven to be made by Chinese workers. under the so-called US Department of Labor as a "slavelike" condition. By 2016, most Levi jeans are made outside the US, though some of the higher and more expensive end styles are still made in the US.
Quoted for sub-minimum wages, seven weeks of working days with 12-hour shifts, poor living conditions and other contempt, Tan Holdings Corporation, subcontractor Marianas Levi Strauss, paid what became the biggest fine in US labor history, distributed more from $ 9 million in the form of restitution to about 1,200 employees. Levi Strauss pleaded not knowing the offense, then broke with the Tan family and instituted labor reforms and inspection practices at offshore facilities.
The group of activists Fuerza Unida (United Force) was formed after the January 1990 factory closure in San Antonio, Texas, where 1,150 tailors, some of whom have worked for Levi Strauss for decades, seeing their work exported to Costa Rica. During the mid and late 1990s, Fuerza Unida boarded the Levi Strauss headquarters in San Francisco and went on hunger strikes and sit-ins in protest against the company's labor policy.
The company took on a multibillion-dollar debt in February 1996 to help finance a series of leveraged share purchases among family members. Levi Strauss shares are not publicly traded; the company in 2016 is owned almost entirely by indirect descendants and additional families of Levi Strauss, whose four nephews inherit the San Francisco dry goods company after the death of their uncle in 1902. The company's bonds are publicly traded, as is the shares of Japanese affiliate Levi Strauss Japan KK
In June 1996, the company offered to pay its employees an unusual dividend of up to $ 750 million within six years, after discontinuing the employee-share plan at the time of purchase of an internal family. However, the company failed to set a cash flow target, and no paid worker dividends.
The brand's annual sales increased in 1997 to $ 7.1 billion.
Recent developments (2000-present)
In 2002, Levi Strauss started a close business relationship with Walmart, producing a special line of "Signature" jeans and other clothing for exclusive sales at Walmart stores until 2006. Levi Strauss leads the clothing industry in a trademark infringement case, filed nearly 100 demands law against competitors since 2001. Most of the cases center on alleged double-click stitch patterns of Levi's back pocket (US trademark # 1,139,254), which Levi filed for the trademark in 1978. Levi's has successfully sued Guess, Polo Ralph Lauren, Esprit Holdings, Zegna, Zumiez, and Lucky Brand Jeans, among other companies.
In 2002, the company closed its plant on Valencia Street in San Francisco, which has opened the same year of the April 1906 earthquake of the city. At the end of 2003, the closure of Levi's last plant in San Antonio ended 150-year-old jeans made in the US. Production of some of the more expensive, more expensive types of jeans, back in the US a few years later.
In 2007, Levi Strauss returned profitable after sales declined in nine of the previous ten years. Its total annual sales, over $ 4 billion, were $ 3 billion less than during its peak performance in the mid-1990s. After more than two decades of family ownership, rumors about a possible public share offer went live in the media in July 2007. In 2009, it was noted in the media for selling jeans on interest-free loans, due to the global recession. In 2010, the company partnered with Filson, a outdoor-goods manufacturer in Seattle, to produce a range of high-end jackets and work wear.
In 2011, the company hired Chip Bergh as president and chief executive of the brand.
On May 8, 2013, the NFL San Francisco 49ers announced that Levi Strauss & amp; Co has purchased naming rights to their new stadium in Santa Clara, California. The naming rights agreement calls for Levi to pay $ 220.3m to Santa Clara and 49ers for twenty years, with an option to extend the deal for another five years to about $ 75m. Starting 2016, Levi Strauss Signature jeans sell on sale in 110 countries (US, Canada, Australia, New Zealand, Japan...).
In 2016, the company reported revenues of $ 4.6 billion.
On July 13, 2017, heir Levi Strauss, Bill Goldman died in a private plane crash near Sonoma, California.
In 2017, Levi Strauss & amp; Co. released the "smart jacket", the clothes they developed in partnership with Google. After two years of cooperation, the result is a denim jacket for $ 350.
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Cultural impact
Levi's has been worn by people from all walks of life, from miners to Nobel Prize recipients including Albert Einstein himself, whose famous leather jacket is made by Levi Strauss & amp; Co in the 1930s and was recently sold at Christies auction house for £ 110,500.
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Company structure and staff
Levi Strauss & amp; Co. is a worldwide company organized in three geographical divisions: Levi Strauss Americas (LSA), headquartered in San Francisco; Levi Strauss Europe (LSE), based in Brussels; and Levi Strauss Asia Pacific, Middle East and Africa (LSAMA), based in Singapore. The company employs about 16,000 employees worldwide.
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Current product
The products include jeans, trousers, shorts, shirts, jackets, sweaters, T-shirts, underwear, socks, accessories, shoes, dresses, skirts, belts, overalls, jumpsuits, and "big and high". Jeans are categorized as fitting: thin, slim, straight, bootcut, taper, casual, flare and big & amp; high. Most of the adult denim jeans can be identified by a three-digit trademark style number. 501 is available in styles for men and women, the remainder of the 500 series is marketed for men and 300, 400, 700, and 800 series for women, with the exception of the 751 which is a classic straight zip jeans.
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See also
- Jean Jacket
- List of fashion designers
- List of companies in United States
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References
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Further reading
- Ford, Carin T. (2004). Levi Strauss: The Behind Man Blue Jeans (Famous Inventor) . Enslow Publishers. ISBN 0-7660-2249-8. Van Steenwyk, Elizabeth (1988). Levi Strauss: The Blue Jeans Man . Pedestrian. ISBN 0-8027-6795-8. Cray, Ed (1978). Levi's: The Shrink to Fit business that stretches to cover the world . Company Houghton Mifflin. ISBN 0-395-26477-4.
External links
- Levi's
- Company site
- Levi's India
- Levi Strauss Signature
- The Levi Sponsor for Project Runway
Source of the article : Wikipedia
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