Showing posts with label Marketing the Levi's way. Show all posts
Showing posts with label Marketing the Levi's way. Show all posts
Wednesday, May 25, 2011
Thursday, May 19, 2011
Jeans are 138 Years old today
Happy 138th, Blue Jeans!
NEW YORK, May 19, 2011 /PRNewswire-USNewswire/ -- Blue jeans, the ubiquitous cotton denim trouser, is 138-years-young today. On May 20, 1873, Levi Strauss and Nevada tailor Jacob Davis were granted U.S. Patent Number 139,121 for their use of rivets to add strength to denim workpants. Over a century later, blue jeans continue to rivet consumers and designers around the world. Today, U.S. consumers own an average of 7 pairs of denim jeans, according the Cotton Incorporated Lifestyle Monitor™ survey, and the appeal of denim jeans shows no signs of going out of vogue.
What began as workwear during the California gold Rush has evolved into a workhorse for the apparel industry; with current price points ranging from around $10.00, to upwards of $10,000.00 for a pair of custom-designed denim jeans. The 2011 global denim industry is an estimated $54 billion at retail, with demand growing steadily at 5% to 6%, according to a report by the ATA Journal for Asia on Textiles and Apparel.
Responses to the Cotton Incorporated Lifestyle Monitor survey show that consumers are true-blue in their dedication to denim. "According to responses to our most recent survey, over three-quarters of consumers love or enjoy wearing denim," says Melissa Bastos, Manager, Market Research at Cotton Incorporated. "For women 13-to-34, that number jumps to 81%," she adds.
Additional statistics on denim and a range of other consumer and industry categories can be found at www.cottonlifestylemonitor.com
HIGHLIGHTS OF DENIM'S FASHION EVOLUTION:
1930s
Work, war and film were influential in shaping the shape of women's trouser-wearing. In the 1939 film, The Women, Manhattan socialites visit a dude ranch, in full, high-waisted, stiff-denimed dungarees. Vogue and Mademoiselle both deemed denim appropriate for dude ranching and Levi's had already jumped onto the trend with their short-lived Lady Levi's line in 1935. But jeans were less a fashion statement and more a costume of Western color.
1940s
During World War II, Rosie the Riveter was an icon representing women who took up the labor slack while men were fighting overseas. In 1943, a then-unknown model named Betty Bacall modeled Rosie's signature denim coveralls on the cover of Harper's Bazaar.Perhaps influenced by Rosie, Wellesley College students felt the freedom to wear blue jeans on campus in 1944. But, then a "scandalous" photo of denim clad Wellesley Girls appeared in an issue of Life magazine. Dubbed "the sloppy look," it created a national stir and set ladies jeans-wearing back a good decade.
1950s
In 1954, Grace Kelly reclined on a sofa in Hitchcock's "Rear Window," wearing a pair of jeans and reading an attire-appropriate book about traveling in the Himalayas. As Jimmy Stewart dozes off, Kelly discards the book and switches to the latest issue of Bazaar, making a silent but powerful connection between fashion and denim.
Thanks to "The Wild One" (1953) and "Rebel Without A Cause" (1955), a pervasive association with blue jeans and juvenile delinquency had entered the public consciousness. Thanks James Dean and Marlon Brando! So widespread was the detrimental denim mindset, that the Denim Council was formed in 1956 to combat declining sales.
1960s
Denim pants are dubbed "jeans" by the Baby Boomer generation. The name has its origins in the French phrase bleu de Genes (literally, "blue of Genoa"), and harks back to the first known uses of denim pants – as a uniform for Genoese sailors.
In 1961, the Denim Council's efforts paid off with a major public relations coup: the newly-formed Peace Corps allowed its first 200 volunteers to wear jeans. This ushered in a new era across the board. It was a brave new world of positive revolution, rock-and-roll and, to bring the topic full circle, women's rights.
1970s
When Vogue featured blue jeans on their cover in the early 1970s, denim received its official sartorial sanction.
1980s
In 1988, as Anna Wintour picked up the reins as Editor of Vogue, her very first cover featured a young model wearing a $10,000 Christian Lacroix shirt matched with a pair of Guess (?) blue jeans. The message conveyed was that jeans can hold their own in the world of high fashion.
SOURCE Cotton Incorporated
NEW YORK, May 19, 2011 /PRNewswire-USNewswire/ -- Blue jeans, the ubiquitous cotton denim trouser, is 138-years-young today. On May 20, 1873, Levi Strauss and Nevada tailor Jacob Davis were granted U.S. Patent Number 139,121 for their use of rivets to add strength to denim workpants. Over a century later, blue jeans continue to rivet consumers and designers around the world. Today, U.S. consumers own an average of 7 pairs of denim jeans, according the Cotton Incorporated Lifestyle Monitor™ survey, and the appeal of denim jeans shows no signs of going out of vogue.
What began as workwear during the California gold Rush has evolved into a workhorse for the apparel industry; with current price points ranging from around $10.00, to upwards of $10,000.00 for a pair of custom-designed denim jeans. The 2011 global denim industry is an estimated $54 billion at retail, with demand growing steadily at 5% to 6%, according to a report by the ATA Journal for Asia on Textiles and Apparel.
Responses to the Cotton Incorporated Lifestyle Monitor survey show that consumers are true-blue in their dedication to denim. "According to responses to our most recent survey, over three-quarters of consumers love or enjoy wearing denim," says Melissa Bastos, Manager, Market Research at Cotton Incorporated. "For women 13-to-34, that number jumps to 81%," she adds.
Additional statistics on denim and a range of other consumer and industry categories can be found at www.cottonlifestylemonitor.com
HIGHLIGHTS OF DENIM'S FASHION EVOLUTION:
1930s
Work, war and film were influential in shaping the shape of women's trouser-wearing. In the 1939 film, The Women, Manhattan socialites visit a dude ranch, in full, high-waisted, stiff-denimed dungarees. Vogue and Mademoiselle both deemed denim appropriate for dude ranching and Levi's had already jumped onto the trend with their short-lived Lady Levi's line in 1935. But jeans were less a fashion statement and more a costume of Western color.
1940s
During World War II, Rosie the Riveter was an icon representing women who took up the labor slack while men were fighting overseas. In 1943, a then-unknown model named Betty Bacall modeled Rosie's signature denim coveralls on the cover of Harper's Bazaar.Perhaps influenced by Rosie, Wellesley College students felt the freedom to wear blue jeans on campus in 1944. But, then a "scandalous" photo of denim clad Wellesley Girls appeared in an issue of Life magazine. Dubbed "the sloppy look," it created a national stir and set ladies jeans-wearing back a good decade.
1950s
In 1954, Grace Kelly reclined on a sofa in Hitchcock's "Rear Window," wearing a pair of jeans and reading an attire-appropriate book about traveling in the Himalayas. As Jimmy Stewart dozes off, Kelly discards the book and switches to the latest issue of Bazaar, making a silent but powerful connection between fashion and denim.
Thanks to "The Wild One" (1953) and "Rebel Without A Cause" (1955), a pervasive association with blue jeans and juvenile delinquency had entered the public consciousness. Thanks James Dean and Marlon Brando! So widespread was the detrimental denim mindset, that the Denim Council was formed in 1956 to combat declining sales.
1960s
Denim pants are dubbed "jeans" by the Baby Boomer generation. The name has its origins in the French phrase bleu de Genes (literally, "blue of Genoa"), and harks back to the first known uses of denim pants – as a uniform for Genoese sailors.
In 1961, the Denim Council's efforts paid off with a major public relations coup: the newly-formed Peace Corps allowed its first 200 volunteers to wear jeans. This ushered in a new era across the board. It was a brave new world of positive revolution, rock-and-roll and, to bring the topic full circle, women's rights.
1970s
When Vogue featured blue jeans on their cover in the early 1970s, denim received its official sartorial sanction.
1980s
In 1988, as Anna Wintour picked up the reins as Editor of Vogue, her very first cover featured a young model wearing a $10,000 Christian Lacroix shirt matched with a pair of Guess (?) blue jeans. The message conveyed was that jeans can hold their own in the world of high fashion.
SOURCE Cotton Incorporated
Sunday, May 1, 2011
Levi's and the Like button
Facebook's 'Like' button becomes force in e-commerce
By Mike mailto:Swift-mswift@mercurynews.com
Whether you just bought an airline ticket or a pair of jeans online, chances are an Internet search preceded the transaction. Now Facebook hopes to make its vast web of online social connections another central ingredient in the complicated dance between retailer and consumer.
One year after Facebook began distributing its "Like" button to millions of websites -- an average of 10,000 additional websites a day add the button or other Facebook tools -- the Palo Alto social network says it is becoming a force in online commerce. Facebook points to partnerships with companies like Levi's, which has a Facebook Like button positioned next to every article of clothing on Levi.com, and Ticketmaster, whose website includes a Facebook app that lets people see whether their friends have already bought a ticket to concerts they are interested in attending.
Just as people have always talked to their friends before making a significant purchase, "your mode of discovery online is starting to look more like your mode of discovery offline," said Dan Rose, a former Amazon.com executive who is vice president of partnerships and platform marketing at Facebook.
Facebook and Ticketmaster say that when the ticket retailers' customers post a specific event they are attending or might attend to their friends' Facebook News Feed, it generates $5.30 of direct ticket sales.
Meanwhile, a forthcoming report from Harris Interactive and CityGrid Media will say that the Like button is already trumping reviews on websites such as Yelp as the primary way that people show support for businesses online.Facebook took another major e-commerce step Tuesday when it rolled out a trial "Deals" service in the Bay Area and four other U.S. cities to compete with Groupon and other online discount deal websites. The Like button is a prominent feature.
Still, some skeptics say the Like button won't ever become the mainstay of e-commerce that search is. A recent survey of online retailers by the market research firm Forrester found that 59 percent said the returns from social marketing remain unclear, while just 28 percent said social marketing strategies had helped their business grow.
"The problem is the fundamental flaw of this whole expectation. People think that shopping is social, because teenagers go to the mall in groups," said Sucharita Mulpuru, the Forrester analyst who wrote the recent skeptical report about Facebook's future in e-commerce. "But most shopping is not social. People don't go to Walmart in groups. They don't go to the grocery store in groups."
While Mulpuru says there are niches where Facebook can become a major force in e-commerce -- ticketing for example, because concerts, baseball games and other events are inherently social -- those successes will be the exception rather than the rule.
Facebook, she said, has already had enough time to prove its assertion that it will someday produce a Zynga of retail, referring to the San Francisco social game-maker that grew into a multibillion-dollar company through its association with the social network.
"At some point, you've got to show people the money," Mulpuru said.
Facebook and its partners counter that consumers who arrive on the websites of retailers, media sites and other Facebook partners are more deeply engaged. For example, people clicking on clothing retailer American Eagle from Facebook spent an average 57 percent more money than people who arrived on the website through other means, such as a Google (GOOG) search, while Rose said people who arrive on newspaper and other media websites via a link shared on Facebook are more likely to read to the end of an article.
Facebook celebrated the first anniversary of its distribution of the Like button to other websites on April 21. Facebook declined to update an earlier count of 2.5 million websites using the Like button and other social applications, such as the ability to login to a website using Facebook credentials. But an average of 10,000 websites a day in the past year connecting to Facebook would mean the Like button and other Facebook tools are now on more than 3.5 million websites.
Mulpuru says that for most retailers, Facebook will be most important in making consumers more aware of a brand, rather than driving actual sales, and some retailers, including Levi's, say that is how they are using Facebook at this point.
"We really feel like it is attracting a new consumer to Levi.com," particularly younger and more "fashion-forward" consumers, said Megan O'Connor, director of digital and social marketing for Levi's. For example, the company's new "Ex-Girlfriend Jeans" -- super skinny jeans for men -- got 4,000 Facebook likes on the first day the jeans went on sale.
"We believe it will drive sales, " O'Connor said of the Like button. "We are really looking at it as a way for consumers to interact with the brand, to tell their friends about the brand, and really get the word out about what Levi's is passionate about."
Contact Mike Swift at 408-271-3648. Follow him at Twitter.com/swiftstories.
By Mike mailto:Swift-mswift@mercurynews.com
Whether you just bought an airline ticket or a pair of jeans online, chances are an Internet search preceded the transaction. Now Facebook hopes to make its vast web of online social connections another central ingredient in the complicated dance between retailer and consumer.
One year after Facebook began distributing its "Like" button to millions of websites -- an average of 10,000 additional websites a day add the button or other Facebook tools -- the Palo Alto social network says it is becoming a force in online commerce. Facebook points to partnerships with companies like Levi's, which has a Facebook Like button positioned next to every article of clothing on Levi.com, and Ticketmaster, whose website includes a Facebook app that lets people see whether their friends have already bought a ticket to concerts they are interested in attending.
Just as people have always talked to their friends before making a significant purchase, "your mode of discovery online is starting to look more like your mode of discovery offline," said Dan Rose, a former Amazon.com executive who is vice president of partnerships and platform marketing at Facebook.
Facebook and Ticketmaster say that when the ticket retailers' customers post a specific event they are attending or might attend to their friends' Facebook News Feed, it generates $5.30 of direct ticket sales.
Meanwhile, a forthcoming report from Harris Interactive and CityGrid Media will say that the Like button is already trumping reviews on websites such as Yelp as the primary way that people show support for businesses online.Facebook took another major e-commerce step Tuesday when it rolled out a trial "Deals" service in the Bay Area and four other U.S. cities to compete with Groupon and other online discount deal websites. The Like button is a prominent feature.
Still, some skeptics say the Like button won't ever become the mainstay of e-commerce that search is. A recent survey of online retailers by the market research firm Forrester found that 59 percent said the returns from social marketing remain unclear, while just 28 percent said social marketing strategies had helped their business grow.
"The problem is the fundamental flaw of this whole expectation. People think that shopping is social, because teenagers go to the mall in groups," said Sucharita Mulpuru, the Forrester analyst who wrote the recent skeptical report about Facebook's future in e-commerce. "But most shopping is not social. People don't go to Walmart in groups. They don't go to the grocery store in groups."
While Mulpuru says there are niches where Facebook can become a major force in e-commerce -- ticketing for example, because concerts, baseball games and other events are inherently social -- those successes will be the exception rather than the rule.
Facebook, she said, has already had enough time to prove its assertion that it will someday produce a Zynga of retail, referring to the San Francisco social game-maker that grew into a multibillion-dollar company through its association with the social network.
"At some point, you've got to show people the money," Mulpuru said.
Facebook and its partners counter that consumers who arrive on the websites of retailers, media sites and other Facebook partners are more deeply engaged. For example, people clicking on clothing retailer American Eagle from Facebook spent an average 57 percent more money than people who arrived on the website through other means, such as a Google (GOOG) search, while Rose said people who arrive on newspaper and other media websites via a link shared on Facebook are more likely to read to the end of an article.
Facebook celebrated the first anniversary of its distribution of the Like button to other websites on April 21. Facebook declined to update an earlier count of 2.5 million websites using the Like button and other social applications, such as the ability to login to a website using Facebook credentials. But an average of 10,000 websites a day in the past year connecting to Facebook would mean the Like button and other Facebook tools are now on more than 3.5 million websites.
Mulpuru says that for most retailers, Facebook will be most important in making consumers more aware of a brand, rather than driving actual sales, and some retailers, including Levi's, say that is how they are using Facebook at this point.
"We really feel like it is attracting a new consumer to Levi.com," particularly younger and more "fashion-forward" consumers, said Megan O'Connor, director of digital and social marketing for Levi's. For example, the company's new "Ex-Girlfriend Jeans" -- super skinny jeans for men -- got 4,000 Facebook likes on the first day the jeans went on sale.
"We believe it will drive sales, " O'Connor said of the Like button. "We are really looking at it as a way for consumers to interact with the brand, to tell their friends about the brand, and really get the word out about what Levi's is passionate about."
Contact Mike Swift at 408-271-3648. Follow him at Twitter.com/swiftstories.
Friday, April 29, 2011
Kate Middleton and the Levi's guy
“He wishes. No, I had the Levi's guy on my wall, not a picture of William, sorry.”—Kate Middleton, when asked if she had posters of William on her wall when she was growing up.
Wednesday, April 20, 2011
Wednesday, April 6, 2011
Levi's Cycling jeans
Jeans giant Levi’s launched its Fall 2011 collection in New York City’s SoHo last week, not an event that would usually register too much here at road.cc were it not for the fact that the brand is launching a new Commuter Cycling Series, which appears to be squarely aimed at those who want to wear denim while on their bike, whether they’re heading off to work or an evening in the pub.
The key piece in the collection appears to be a pair of 511 jeans with specific features to make them more cycling friendly. Those include a utility waistband including D-lock storage, 3M reflective detailing and a higher cut so you’re not showing acres of flesh while out on your bike.
Levi’s PR people in the UK tell us that there are no plans at the moment to bring the range to the UK, so for now, unless you or someone you know is headed to the United States later on this year, they’re going to be difficult to get hold off. We’re looking to get further information on the range, however, and will give an update on that once we get it.
There’s no word as yet on price point, but a quick look at a variety of online retailers in the UK shows standard 511 jeans coming in at between £50 and £80, depending where you shop. That compares to £75 for jeans from Howies up to £150 for Rapha.
US-based clothing brand Outlier has jeans-style trousers from around £75-115, but you have to factor in the costs of shipping plus potential additional costs such as import duty.What Levi’s launch of its range does demonstrate, however, is that with cycling in general, and commuting by bike, on the rise, cycling is moving into the mainstream and big brands are sitting up and taking notice. Where one leads, others inevitably follow, so while the Levi’s range is set to be US-only, at least to begin with, this signal the start of seeing wider availability of cycling-specific clothing on the high street.
Thinking back to Levi’s iconic 501 TV ad featuring Nick Kamen in the 1980s, perhaps the mysterious Mr Opodolous from Eastenders should ask Walford Council to install cycle parking outside the Albert Square launderette, just in case
The key piece in the collection appears to be a pair of 511 jeans with specific features to make them more cycling friendly. Those include a utility waistband including D-lock storage, 3M reflective detailing and a higher cut so you’re not showing acres of flesh while out on your bike.
Levi’s PR people in the UK tell us that there are no plans at the moment to bring the range to the UK, so for now, unless you or someone you know is headed to the United States later on this year, they’re going to be difficult to get hold off. We’re looking to get further information on the range, however, and will give an update on that once we get it.
There’s no word as yet on price point, but a quick look at a variety of online retailers in the UK shows standard 511 jeans coming in at between £50 and £80, depending where you shop. That compares to £75 for jeans from Howies up to £150 for Rapha.
US-based clothing brand Outlier has jeans-style trousers from around £75-115, but you have to factor in the costs of shipping plus potential additional costs such as import duty.What Levi’s launch of its range does demonstrate, however, is that with cycling in general, and commuting by bike, on the rise, cycling is moving into the mainstream and big brands are sitting up and taking notice. Where one leads, others inevitably follow, so while the Levi’s range is set to be US-only, at least to begin with, this signal the start of seeing wider availability of cycling-specific clothing on the high street.
Thinking back to Levi’s iconic 501 TV ad featuring Nick Kamen in the 1980s, perhaps the mysterious Mr Opodolous from Eastenders should ask Walford Council to install cycle parking outside the Albert Square launderette, just in case
Wednesday, March 30, 2011
Levi's Ordered to pay up $1 million in overtime wages
Levi Strauss to pay $1 million in overtime
San Francisco Business Times - by Steven E.F. Brown
Date: Tuesday, March 29, 2011, 11:40am PDT
Levi's profit rose 28 percent in Q4
Levi's income up 28 percent in Q4
Jeans maker Levi Strauss & Co. will pay $1,011,413 in overtime back wages to 596 people after a U.S. Department of Labor investigation found it violated the Fair Labor Standards Act. The Labor Department’s San Francisco district office found that Levi “misclassified several groups of workers, including assistant store managers of newly acquired stores, as exempt from overtime,” the department said. Secretary of Labor Hilda Solis said such mistakes have “serious and adverse consequences for employees, as well as for corporations.”
Assistant store managers were thus required to work off the clock during late night closings and in the morning when they opened early. They also had to fill in without extra pay when stores were short of staff. Some administrative workers at Levi’s San Francisco headquarters were also misclassified as exempt from overtime. The investigation covered a two year period, the department said.
Levi has agreed to improve its timekeeping system for its workers as part of this deal.
Read more: Levi Strauss to pay $1 million in overtime
San Francisco Business Times
Saturday, March 26, 2011
Water.Org (founded by Matt Damon) and Levi's
"Most people are still fairly uninformed about the world's water issues," Mike McCamon, Water.org's chief community officer, tells Marketing Daily. "We've got this icon of an African woman carrying a jerrycan on her head, and the problem is really far larger than just Africa. There are issues in Central America, Haiti ... it's a long list, and we were thrilled to partner with Levi's on this, since they had already successfully engaged people on the issue with their Water
Prizes for the game, which runs through April, include free jeans, as well as a shot at a trip to a community receiving access to clean water from Water.org, so the winners can "experience firsthand the excitement and joy of community members as their lives are forever changed."
Water.org, founded by actor Matt Damon and environmentalist Gary White, says one in eight people lack access to safe water, 2.5 billion don't have a toilet, and four million people die each year from preventable, waterborne diseases.
McCamon, who says the group has worked in the past with Zynga, which makes such games as FarmVille for social media, adds that while one might expect a strong Gen Y following, the group's mission really seems to resonate best with people 50 and older, as well as women, older especially moms.
Other marketers that have rallied around the water cause include Coca-Cola and Procter & Gamble, through its PUR water brand
Prizes for the game, which runs through April, include free jeans, as well as a shot at a trip to a community receiving access to clean water from Water.org, so the winners can "experience firsthand the excitement and joy of community members as their lives are forever changed."
Water.org, founded by actor Matt Damon and environmentalist Gary White, says one in eight people lack access to safe water, 2.5 billion don't have a toilet, and four million people die each year from preventable, waterborne diseases.
McCamon, who says the group has worked in the past with Zynga, which makes such games as FarmVille for social media, adds that while one might expect a strong Gen Y following, the group's mission really seems to resonate best with people 50 and older, as well as women, older especially moms.
Other marketers that have rallied around the water cause include Coca-Cola and Procter & Gamble, through its PUR water brand
Wednesday, March 23, 2011
The Levi's® Brand Teams Up with Water.org to 'Unlock' 200 Million Liters of Clean Water Worldwide
New Levi's® "WaterTank" Game on Facebook Encourages Consumers to Change Their Water Use Habits to Support Communities in Need
In celebration of World Water Day today, the Levi's® brand and Water.org are partnering to raise awareness about vital water issues and bring clean drinking water to people around the world. Levi's® Water
Water.org, a non-profit co-founded by Matt Damon and Gary White, is a pioneer in delivering sustainable water and sanitation solutions to communities in need around the world. Today, one in eight people lack access to safe water and 2.5 billion don't have a toilet. Shockingly, four million people die each year from preventable, waterborne diseases. Water.org has worked for more than twenty years with local partner organizations to deliver community-led, sustainable water and sanitation services to those living in poverty and struggling to survive the global water crisis.
Participants in the Levi's® WaterTank game will help spread the word about the water crisis while supporting Water.org's global clean water projects. Consumers' daily water use habits can make a difference and even the smallest actions can make a big splash. Recent Levi Strauss & Co. research shows that one of the biggest water impacts of a product during its lifetime actually comes from how consumers care for their jeans. So, the Levi's® brand is challenging consumers to re-examine their water use and make meaningful changes in how they use this precious resource.
"We're proud of the innovations we've made in using less water to create our iconic products," said Robert Hanson, President, Global Levi's® brand. "But we know that some of the biggest impacts on the environment actually comes after our consumers take our products home. We need everyone's help to reduce our global water footprint – and deliver this excess water to those communities that need it most."
Consumers can take a variety of actions online to unlock water from the Levi's® WaterTank. Here are a few ways consumers can help make a difference:
•Pledge to wash your jeans less, take shorter showers and adopt better laundry habits
•Tweet something that contains the waterless hashtag (#waterless)
•Like the Levi's® brand on Facebook
•Check-in to any Levi's® Store in the United States
•Challenge friends to play the WaterTank game
•Answer water related trivia questions online
•Donate money to Water.org
•Scan a QR code in any Levi's® Store in the United States
•Watch a Levi's® and Water.org video online
By playing the WaterTank game, participants will be entered to win prizes including Levi's Water
"We're thrilled to partner with the Levi's® brand, an organization with a long-standing commitment to the water issue, to bring clean water to those in need," said Water.org Executive Director and Co-Founder Gary White. "While the global water crisis is a huge issue, it's also a solvable one. At Water.org, we've found social media to be the best, most effective way to engage more people and inspire action. The Levi's® WaterTank game is a great way everyone can take concrete action to make a real difference."
Levi's® Water
About the Levi's® brand
The Levi's® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss in 1873, Levi's® jeans have become the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. Today, the Levi's® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi's® brand, its products and stores, please visit http://www.levi.com/.
About Water.org
Water.org is a non-profit organization whose founders have transformed hundreds of communities in Africa, South Asia, and Central America by providing access to safe water and sanitation. Founded by Matt Damon and Gary White, Water.org works with local partners to deliver innovative solutions for long-term success. Its microfinance-based WaterCredit Initiative is pioneering sustainable giving in the sector. Learn more and make a difference at www.water.org.
SOURCE Levi's
Monday, March 21, 2011
Levi's is donating $50,000 to the relief efforts in Japan
Levi's is donating $50,000 to the relief efforts in Japan through the RED cross.
Sunday, March 20, 2011
Dare to Care- $10,000 for best drying ideas
The Care to Air Design Challenge is a competition seeking the world’s most innovative, covetable, and
sustainable air-drying solution for clothing. At stake? $10,000 in prize money – from Levi Strauss & Co., the
challenge sponsor – to be distributed among the finalists in addition to an audience with our distinguished
panel of eco-innovators.
Levi Strauss & Co. is focused on building sustainability into everything they do including bringing the
company’s carbon footprint down to zero. While examining the lifecycle impact of a pair of Levi’s® 501’s, they
were surprised to find that almost 60% of the climate impact happens in the laundry phase – after a consumer
takes them home – and nearly 80% of that impact is due to the energy intensive method we chose for drying.
The single most important step we can all take to reduce the climate impact of our jeans is to choose air
drying. Energy from the sun and the wind is free, as opposed to the average clothes dryer, which is the second
biggest energy using appliance in the home after the refrigerator. Despite all this, the majority of US
households do not use air drying methods, and communities in the US are even banning outdoor clothes lines
because they say they look unsightly. Levis Strauss & Co. would like to challenge that point of view by finding
clothesline designs or other innovative air drying techniques that are undeniably stylish and effective.
In partnership with the Myoo Create community, Levi Strauss & Co. is running a competition for designers
everywhere to respond to the challenge of how to design the world’s most innovative, covetable, and
sustainable air-drying solution for clothing. They’re offering prize money for the most effective solutions, as
well as an audience with experienced designers and eco-innovators.
How to enter
The challenge will be open for entries on Myoo Create (http://myoocreate.com/challenges/care-to-air-designchallenge)
starting June 1st, 2010. In order to enter, you must first create an account at Myoo Create. Then
submit the following information:
1. Upload an image for your entry
2. Provide a 200 word description to accompany the image, including how your design meets the judging
criteria outlined below
3. Upload a three page design specification, with more details on the design, scalability, and
environmental attributes of your design.
Judging criteria
The judges will evaluate entries according to the following criteria:
1. Aesthetics: some communities perceive line drying to be unsightly and unappealing – that's why they've
banned outdoor line drying. So is there a way to make line drying or other air drying solutions more
aesthetically pleasing?
info@myoocreate.com
2. Scalability: does the design solution have the potential for widespread adoption? We really do believe that
air drying is an important part of a climate neutral tomorrow, so we are seeking solutions with potential for
mass adoption in urban and rural environments.
3. Environmental sustainability: designs will be expected to have their own sustainable life cycle in terms
of materials use, production process, and end of life. Let’s try and avoid solving one problem but creating
another.
4. Ingenuity: the clothesline and clothes pin is a tried and tested solution with a myriad of different designs
already on the market. It’s going to take some out of the box thinking to get beyond our current reality to find
something brand new that could be widely adopted. So we’ll reward ingenuity in our judging.
Challenge timetable & process
Open to Entries & Voting: June 1st- July 31st
The Challenge is open to entries from 00:00:00 Pacific Time (PT) on 01 June 2010 until 23:59:59 PT on 31 July
2010. During this time, Myoo Create community members may vote on the entries and provide feedback and
comments.
Once the voting period ends, the top three ranked entries as well as two judges' picks will be announced as the
designs entering in to the finals.
The awards for the Crowd Favorite and the Most Valuable Community Member will be announced at this time.
Finals: August 16th, 2010
The five finalists will be invited to participate in an event where they present their design to our judging panel.
The event will be in San Francisco. Finalists can attend in person, at their own cost, or by live video link. The
winners will be announced at the event.
Prizes
All five finalists will receive $500 for advancing to the judging round. The prizes for the winning designs are:
• 1st Prize $4500
• 2nd prize $1500
• Crowd Favorite: $1000 (for the top ranked entry based on community voting)
There is also $500 available for the Most Valuable Community Member.
Most Valuable Myoo Create Member
We believe that collaboration is at least as important as competition in stimulating breakthrough innovation.
Even if you are not a designer or do not have an entry, you can still participate and help find a solution.
To encourage collaboration between community members, we are offering a $500 prize for the Most Valuable
Myoo Create Member. The prize will be awarded to the community member who, in the opinion of the judges,
provides the best quality and most valuable feedback on the challenge entries. Anyone is eligible for this prize
– all you need to do is join in the conversation and contribute useful ideas and feedback on the entries.
info@myoocreate.com
Entry criteria
There is no limit on the number of entries each entrant can submit.
The competition is open to entries from around the world, but you may not enter into the Challenge if entry is
prohibited or restricted by any laws in the jurisdiction in which you’re located.
You must be at least 16 years old on June 1st, 2010, to enter the Challenge. If you are younger than 18, your
parent or guardian must consent to you entering this Challenge based on the Challenge Rules. In the event
that you are a winner of the Challenge we will require a signed consent from your parent or guardian.
IMPORTANT: please read the detailed Challenge Rules to make sure your entry meets our requirements. Noncompliance
may result in disqualification.
Contact us
You can find more information on http://myoocreate.com. Please contact us with any questions
info@myoocreate.com.
sustainable air-drying solution for clothing. At stake? $10,000 in prize money – from Levi Strauss & Co., the
challenge sponsor – to be distributed among the finalists in addition to an audience with our distinguished
panel of eco-innovators.
Levi Strauss & Co. is focused on building sustainability into everything they do including bringing the
company’s carbon footprint down to zero. While examining the lifecycle impact of a pair of Levi’s® 501’s, they
were surprised to find that almost 60% of the climate impact happens in the laundry phase – after a consumer
takes them home – and nearly 80% of that impact is due to the energy intensive method we chose for drying.
The single most important step we can all take to reduce the climate impact of our jeans is to choose air
drying. Energy from the sun and the wind is free, as opposed to the average clothes dryer, which is the second
biggest energy using appliance in the home after the refrigerator. Despite all this, the majority of US
households do not use air drying methods, and communities in the US are even banning outdoor clothes lines
because they say they look unsightly. Levis Strauss & Co. would like to challenge that point of view by finding
clothesline designs or other innovative air drying techniques that are undeniably stylish and effective.
In partnership with the Myoo Create community, Levi Strauss & Co. is running a competition for designers
everywhere to respond to the challenge of how to design the world’s most innovative, covetable, and
sustainable air-drying solution for clothing. They’re offering prize money for the most effective solutions, as
well as an audience with experienced designers and eco-innovators.
How to enter
The challenge will be open for entries on Myoo Create (http://myoocreate.com/challenges/care-to-air-designchallenge)
starting June 1st, 2010. In order to enter, you must first create an account at Myoo Create. Then
submit the following information:
1. Upload an image for your entry
2. Provide a 200 word description to accompany the image, including how your design meets the judging
criteria outlined below
3. Upload a three page design specification, with more details on the design, scalability, and
environmental attributes of your design.
Judging criteria
The judges will evaluate entries according to the following criteria:
1. Aesthetics: some communities perceive line drying to be unsightly and unappealing – that's why they've
banned outdoor line drying. So is there a way to make line drying or other air drying solutions more
aesthetically pleasing?
info@myoocreate.com
2. Scalability: does the design solution have the potential for widespread adoption? We really do believe that
air drying is an important part of a climate neutral tomorrow, so we are seeking solutions with potential for
mass adoption in urban and rural environments.
3. Environmental sustainability: designs will be expected to have their own sustainable life cycle in terms
of materials use, production process, and end of life. Let’s try and avoid solving one problem but creating
another.
4. Ingenuity: the clothesline and clothes pin is a tried and tested solution with a myriad of different designs
already on the market. It’s going to take some out of the box thinking to get beyond our current reality to find
something brand new that could be widely adopted. So we’ll reward ingenuity in our judging.
Challenge timetable & process
Open to Entries & Voting: June 1st- July 31st
The Challenge is open to entries from 00:00:00 Pacific Time (PT) on 01 June 2010 until 23:59:59 PT on 31 July
2010. During this time, Myoo Create community members may vote on the entries and provide feedback and
comments.
Once the voting period ends, the top three ranked entries as well as two judges' picks will be announced as the
designs entering in to the finals.
The awards for the Crowd Favorite and the Most Valuable Community Member will be announced at this time.
Finals: August 16th, 2010
The five finalists will be invited to participate in an event where they present their design to our judging panel.
The event will be in San Francisco. Finalists can attend in person, at their own cost, or by live video link. The
winners will be announced at the event.
Prizes
All five finalists will receive $500 for advancing to the judging round. The prizes for the winning designs are:
• 1st Prize $4500
• 2nd prize $1500
• Crowd Favorite: $1000 (for the top ranked entry based on community voting)
There is also $500 available for the Most Valuable Community Member.
Most Valuable Myoo Create Member
We believe that collaboration is at least as important as competition in stimulating breakthrough innovation.
Even if you are not a designer or do not have an entry, you can still participate and help find a solution.
To encourage collaboration between community members, we are offering a $500 prize for the Most Valuable
Myoo Create Member. The prize will be awarded to the community member who, in the opinion of the judges,
provides the best quality and most valuable feedback on the challenge entries. Anyone is eligible for this prize
– all you need to do is join in the conversation and contribute useful ideas and feedback on the entries.
info@myoocreate.com
Entry criteria
There is no limit on the number of entries each entrant can submit.
The competition is open to entries from around the world, but you may not enter into the Challenge if entry is
prohibited or restricted by any laws in the jurisdiction in which you’re located.
You must be at least 16 years old on June 1st, 2010, to enter the Challenge. If you are younger than 18, your
parent or guardian must consent to you entering this Challenge based on the Challenge Rules. In the event
that you are a winner of the Challenge we will require a signed consent from your parent or guardian.
IMPORTANT: please read the detailed Challenge Rules to make sure your entry meets our requirements. Noncompliance
may result in disqualification.
Contact us
You can find more information on http://myoocreate.com. Please contact us with any questions
info@myoocreate.com.
Wednesday, March 16, 2011
Laurie Etheridge is Levi's new leader of merchandising and design
The Levi's brand has appointed Laurie Etheridge, formerly at Perry Ellis International, as its global leader for women's merchandising and design, effective next month. While at Perry Ellis she merchandised and designed for Jantzen, Jag, Perry Ellis and Southpoint.
Interestingly, Etheridge began her career at Levi Strauss 16 years ago and eventually served as merchandising director for Levi's juniors and girls' product categories.
She is to join the Levi's brand April 18.
Interestingly, Etheridge began her career at Levi Strauss 16 years ago and eventually served as merchandising director for Levi's juniors and girls' product categories.
She is to join the Levi's brand April 18.
Thursday, March 10, 2011
Levi's press release in Dubai
LEVI'S BRAND LAUNCHES LEVI�S� CURVE ID IN UAE
Catch the latest collection at a store near you!
Dubai, UAE - Mar 10, 2011 (PRN): On the occasion of Women's day, Al Madani Group, sole distributors of Levi's & Dockers within UAE, announced the local launch of the New Levi's Women's Global initiative. The 'Levi's' Curve ID.
Levi�s� Curve ID is a line of custom fit jeans that utilizes a revolutionary fit system based on shape and not size. Since Levi�s� Curve ID was introduced in August 2010, over a million women have found their perfect fit.
Levi�s Curve ID Fit System
Unlike other denim brands, Levi�s� Curve ID makes use of a fit system focusing on a woman�s shape and proportions, not her size. Levi�s� brand designers developed the line after studying more than 60,000 body scans and listening to women around the world of all shapes and sizes. The custom fits based on the difference between the measurement of a woman�s hip and seat � the greater the difference, the more curvy the body � and include:
Slight Curve � designed to celebrate straight figures
Slight Curve is designed to define a woman�s waist, while accentuating her curves. If jeans fit in the hips and thighs but are too tight in the waist, a woman should try the Slight Curve.
Demi Curve � designed to fit even proportions
Demi Curve is designed to flatter a woman�s waist, while smoothing her shape. If jeans usually fit in the waist, but don�t flatter the figure, a woman should try the Demi Curve.
Bold Curve � designed to honor genuine curves
Bold Curve is designed to hug the waist, without gapping or pulling. If jeans fit in the hips and thighs, but gap in the back, a woman should try the Bold Curve.
New Styles
Levi�s� CURVE ID made its debut in the Modern Rise, which sits a little lower on the waist for a contemporary look.
Now, women who prefer a slightly higher rise can find their perfect Levi�s� Curve ID fit in a Classic Rise that sits below the waist for a little more coverage and a classic look.
For Spring 2011, the Slight, Demi and Bold Levi�s� Curve ID fits are available in Modern or Classic Rise and a variety of styles (Skinny, Straight and Boot Cut) and finishes.
Available at
Levi�s� Curve ID is now available in UAE stores. Each store offers trained fit experts to measure women, identify their personal Levi�s� Curve ID and help them find the best fitting jeans for their body type and style preference. Women can also identify their perfect fit, explore a photo gallery of real women modeling the line, and learn more about the fit science behind �Shape not Size� Levi�s Curve ID by visiting the interactive digital fitting room on Levi.com.
Al Madani Group has Levi�s � outlets in Deira City Center, Ibn Battuta Mall, Dubai Mall, Mall of The Emirates, Mirdiff City Center, Al Ghurair City, Dubai Festival City, Sharjah City Center, Abu Dhabi Mall, and Marina Mall.
The latest Spring Summer �11 collection is currently available in their key stores.
Note: This press release has been issued on behalf of the Al Madani Group by KBC. For further information please contact +9714 3595777
Catch the latest collection at a store near you!
Dubai, UAE - Mar 10, 2011 (PRN): On the occasion of Women's day, Al Madani Group, sole distributors of Levi's & Dockers within UAE, announced the local launch of the New Levi's Women's Global initiative. The 'Levi's' Curve ID.
Levi�s� Curve ID is a line of custom fit jeans that utilizes a revolutionary fit system based on shape and not size. Since Levi�s� Curve ID was introduced in August 2010, over a million women have found their perfect fit.
Levi�s Curve ID Fit System
Unlike other denim brands, Levi�s� Curve ID makes use of a fit system focusing on a woman�s shape and proportions, not her size. Levi�s� brand designers developed the line after studying more than 60,000 body scans and listening to women around the world of all shapes and sizes. The custom fits based on the difference between the measurement of a woman�s hip and seat � the greater the difference, the more curvy the body � and include:
Slight Curve � designed to celebrate straight figures
Slight Curve is designed to define a woman�s waist, while accentuating her curves. If jeans fit in the hips and thighs but are too tight in the waist, a woman should try the Slight Curve.
Demi Curve � designed to fit even proportions
Demi Curve is designed to flatter a woman�s waist, while smoothing her shape. If jeans usually fit in the waist, but don�t flatter the figure, a woman should try the Demi Curve.
Bold Curve � designed to honor genuine curves
Bold Curve is designed to hug the waist, without gapping or pulling. If jeans fit in the hips and thighs, but gap in the back, a woman should try the Bold Curve.
New Styles
Levi�s� CURVE ID made its debut in the Modern Rise, which sits a little lower on the waist for a contemporary look.
Now, women who prefer a slightly higher rise can find their perfect Levi�s� Curve ID fit in a Classic Rise that sits below the waist for a little more coverage and a classic look.
For Spring 2011, the Slight, Demi and Bold Levi�s� Curve ID fits are available in Modern or Classic Rise and a variety of styles (Skinny, Straight and Boot Cut) and finishes.
Available at
Levi�s� Curve ID is now available in UAE stores. Each store offers trained fit experts to measure women, identify their personal Levi�s� Curve ID and help them find the best fitting jeans for their body type and style preference. Women can also identify their perfect fit, explore a photo gallery of real women modeling the line, and learn more about the fit science behind �Shape not Size� Levi�s Curve ID by visiting the interactive digital fitting room on Levi.com.
Al Madani Group has Levi�s � outlets in Deira City Center, Ibn Battuta Mall, Dubai Mall, Mall of The Emirates, Mirdiff City Center, Al Ghurair City, Dubai Festival City, Sharjah City Center, Abu Dhabi Mall, and Marina Mall.
The latest Spring Summer �11 collection is currently available in their key stores.
Note: This press release has been issued on behalf of the Al Madani Group by KBC. For further information please contact +9714 3595777
Tuesday, March 8, 2011
Monday, March 7, 2011
Sunday, March 6, 2011
Saturday, March 5, 2011
Levi's Global Unification
Levi's goes global, taking the world in its very long stride
by Noel Young Marketing / UK
Levi's it seem has been around forever - and everywhere forever. So the news that the brand is to launch its first global ad campaign later this year is . . . surprising! Overseeing it is new Global Chief Marketing Officer Rebecca Van Dyck (pictured) who begins work on April 19, I am informed by Ad Age.
Ms. Van Dyck has I am told "plenty of global know-how". She was senior director - worldwide marketing and communications - at Apple, where she worked on the launch of the iPhone and iPad, to name but two. Before that, she was Nike's global account director at Wieden & Kennedy. Remember Nike's "Just Do It" campaign?
Her aim is to unify Levi's brand voice around the world. "One of the reasons this job now exists is to bring focus and consistency around the world," she said.
The first step towards a global approach came in 2009 with the appointment of Jaime Szulc as first global chief marketing officer. But the company still had separate operating structures for the Americas, Asia Pacific and Europe regions.
In September, a restructuring paved the way for a global, rather than a regional organisation.
Robert Hanson, formerly president of Levi Strauss Americas, became president of the global Levi's brand. Ms. Van Dyck will report directly to him.
Wieden & Kennedy has been awarded global creative duties. In addition to Wieden's Portland, Ore., office, which produced the "Go Forth" campaign in the Americas, its Amsterdam, Shanghai, Tokyo and Sao Paulo offices will work on the business. Omnicom Group's OMD is handling global media duties, including planning, buying, online and offline.
While the shift to a global operating structure is new for Levi's, Ms. Van Dyck said it's the only way she knows how to do business. "I'm a fan of consistent brand voice and experience around the world," she said.
Levi Strauss & Co. does not give sales by brand. But in reporting its fourth-quarter results, it said the company grew revenue across the world in 2010, due to the strength of the Levi's brand, among other things. The company saw a 7% jump in sales for the year ended Nov. 28.
by Noel Young Marketing / UK
Levi's it seem has been around forever - and everywhere forever. So the news that the brand is to launch its first global ad campaign later this year is . . . surprising! Overseeing it is new Global Chief Marketing Officer Rebecca Van Dyck (pictured) who begins work on April 19, I am informed by Ad Age.
Ms. Van Dyck has I am told "plenty of global know-how". She was senior director - worldwide marketing and communications - at Apple, where she worked on the launch of the iPhone and iPad, to name but two. Before that, she was Nike's global account director at Wieden & Kennedy. Remember Nike's "Just Do It" campaign?
Her aim is to unify Levi's brand voice around the world. "One of the reasons this job now exists is to bring focus and consistency around the world," she said.
The first step towards a global approach came in 2009 with the appointment of Jaime Szulc as first global chief marketing officer. But the company still had separate operating structures for the Americas, Asia Pacific and Europe regions.
In September, a restructuring paved the way for a global, rather than a regional organisation.
Robert Hanson, formerly president of Levi Strauss Americas, became president of the global Levi's brand. Ms. Van Dyck will report directly to him.
Wieden & Kennedy has been awarded global creative duties. In addition to Wieden's Portland, Ore., office, which produced the "Go Forth" campaign in the Americas, its Amsterdam, Shanghai, Tokyo and Sao Paulo offices will work on the business. Omnicom Group's OMD is handling global media duties, including planning, buying, online and offline.
While the shift to a global operating structure is new for Levi's, Ms. Van Dyck said it's the only way she knows how to do business. "I'm a fan of consistent brand voice and experience around the world," she said.
Levi Strauss & Co. does not give sales by brand. But in reporting its fourth-quarter results, it said the company grew revenue across the world in 2010, due to the strength of the Levi's brand, among other things. The company saw a 7% jump in sales for the year ended Nov. 28.
Friday, March 4, 2011
Thursday, March 3, 2011
Levi's scores Rebecca Van Dyck as marketing executive
Levi hires Apple ad exec to fill key marketing job
Jeans maker Levi Strauss & Co. said Wednesday that it has lured way one of Apple Inc.'s top advertising executives to become the chief marketing officer of the Levi's brand. Rebecca Van Dyck joins San Francisco-based Levi Strauss after spending the past four years as Apple's senior director of worldwide advertising. While working at Cupertino-based Apple Van Dyck helped craft the marketing campaigns that turned the company's iPhone and iPad into hot-selling gadgets that have transformed the mobile computing market.
In her new job, Van Dyck will be promoting a well-known brand that has lost some of its luster during the past decade while rival jeans makers introduced trendier designs. Levi Strauss has been making a comeback recently; its sales last year increased 7 percent to $4.4 billion.
Van Dyck, 41, will try to build on that momentum by conjuring some of the marketing magic that worked at Apple and in her previous work on ad campaigns for Nike Inc."Becca is a world-class marketer whose deep understanding of consumer behavior and innovative approach to engaging with consumers will help take the Levi's brand to the next level," said Robert Hanson, president of the Levi's brand. Levi Strauss spent $328 million, a 23 percent increase from 2009. Van Dyck is scheduled to start her new job April 19
Jeans maker Levi Strauss & Co. said Wednesday that it has lured way one of Apple Inc.'s top advertising executives to become the chief marketing officer of the Levi's brand. Rebecca Van Dyck joins San Francisco-based Levi Strauss after spending the past four years as Apple's senior director of worldwide advertising. While working at Cupertino-based Apple Van Dyck helped craft the marketing campaigns that turned the company's iPhone and iPad into hot-selling gadgets that have transformed the mobile computing market.
In her new job, Van Dyck will be promoting a well-known brand that has lost some of its luster during the past decade while rival jeans makers introduced trendier designs. Levi Strauss has been making a comeback recently; its sales last year increased 7 percent to $4.4 billion.
Van Dyck, 41, will try to build on that momentum by conjuring some of the marketing magic that worked at Apple and in her previous work on ad campaigns for Nike Inc."Becca is a world-class marketer whose deep understanding of consumer behavior and innovative approach to engaging with consumers will help take the Levi's brand to the next level," said Robert Hanson, president of the Levi's brand. Levi Strauss spent $328 million, a 23 percent increase from 2009. Van Dyck is scheduled to start her new job April 19
Wednesday, March 2, 2011
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