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Levi's jeans, created by Levi Strauss, for miners in the late 1800's has become a phenomenal fashion trend in today's society. With the help of mass media and societal changes, Levi's went from a practical commodity to an internationally known fashion statement. Better known as the original blue jeans of today, Levi's authentic and innovative jeans began setting new standards in the production of denim. Parasitic companies' that imitated Levi's look thrived off their advertising campaigns because it was Levi's key element to success. Now a household name, Levi's jeans have transcended cultural boundaries around the world through the techniques of mass communications.
In the 150's, there were massive changes in society; denim pants became less associated with work-wear and more associated with leisure activities. "It was not until the '50's, though that jeans shed their working-class aura and became the icon of youth, rebellion, and frisky sexuality," stated by Jay Tolson (U.S. News & World Report). This was Levi's jeans breakout era on the fashion market. They were among the explosion of cinema and the rock' n' roll culture, becoming associated with sex and rebellion. During this time, Hollywood stars were wearing blue jeans as a style rather than a practical garment, such as Marlon Brando and James Dean. Marlon Brando's debut in "The Wild One," wearing blue jeans, launched Levi's as a medium of mass communications. Wearing them in films and in their day-to-day lives, they became mediums of mass media, reaching a wide-range of audiences, making blue jeans a symbol of the new generation of rebels.
Due to this unpopular attention, Levi's jeans were banned from schools because of its bad boy image. To add fuel to the fire, Levi's created an ad in a national newspaper. The ad was of a photo of a clean-cut kid with the caption "Right For School." Many people were upset by this, like one woman from New Jersey who wrote, "While I have to admit that this may be right for schools' in San Francisco, in the West or in some rural areas, I can assure you that it is in bad taste and not right for schools' in the East and particularly New York . . . Of course, you may have different standards and perhaps your employees are permitted to wear Bermuda shorts or golf togs in your office while transacting Levis business! (Gromer, Cliff Popular Mechanics) All this publicity pushed sales even higher.
Denim Jeans had become the symbol of social and sexual freedom by the 160's. There was a great proliferation of pop culture, as incomes rose, the average young worker had more disposable income than ever to spend. The rising incomes meant more purchasing power and a bigger market, but it also meant rising costs. This was both a good time and a bad time for a mass manufacturer, such as Levi's. Many small-scale manufacturers and retailers that arose took advantage of the vast expansion of pop culture to market a perplex array of ever-changing styles. Big manufactures, like Levi's often found it hard to keep up. The tone of style created around the blue jean by Hollywood and Western pop culture did not end at the borders of the United States. Although Levi's found their way onto the behinds of people living in other countries through the efforts of mass communication, the market was already too big, thus creating a problem of imitation for them.
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They say that imitation is a form of flattery, but when it interferes with the economical factor of a business, it becomes a nuisance. This rapid growth of pop culture, with its unpredictable style shifts, its valuing of cheap materials, and its multiple-entry points for new expressions of style, was a difficult time for the mass manufacturers, like Levi's. Since denim was such a basic garment, it was easily copied and even counterfeited. This created an industry that could easily be duplicated. Ironically, just as big firms like Levi's benefited from the circulation of images, so did their imitators benefit from their advertising campaigns, which promoted the idea of the garment as much as their particular brand. This created efforts to distinguish products made by them, in hopes of staying one jump ahead of imitators, like the tiny red tag on the back of Levi's jeans, which is also a messaging feature, designed to draw attention to the wearer's buttocks. Making their wearer's walking advertisements.
By the 170's, due to the acceptance of denim everywhere, it lost its image of rebellion and sexual freedom causing sales to fall dramatically. Levi's was a part of the advertising trend that kept a repetitious promotion of their brands circulating in hopes of reaching mass audiences, which should have logically resulted in increasing sales, but didn't. What they overlooked was that changes in society would affect not only the want, but also the image of their brand. This all the time in your face advertising killed sales. Since blue jeans were no longer considered taboo in the hierarchy of fashion, the want no longer existed.
Not until 185, when Levi's re-launched their 501's did the blue jean business pick-up. Audiences were seduced by Levi's advertising campaign with their unforgettable 'Laundry' advert. The commercial was about a guy who takes off his jeans and throws them in the washing machine at the laundromat in front of two astonished, giggling young women. Although the public was not ready for the forbidden nature of the commercial on primetime television, the young generation loved it. It created the allure of sex and as the saying goes, "Sex Sells." The campaign was a great success and sales rocketed.
Levi's was the first U.S. apparel company to use radio and television to market their products (Vision & Values, Levi Strauss & Co.). Their flare for running an array of multiple ad campaigns to increase consumers worldwide has always been their strategy. Like in the past, celebrities were a key element to the blue jean rise on the fashion scene. They took that step again a few years ago when the television show, Beverly Hills 010 was a leading series. They used the star, Jennie Garth in several on-air promo spots, targeting females between the ages 14-to-4 years old.
Their present advertising efforts go well beyond anything they have ever done in the past. Today's technological advances make it easier for Levi's to reach anyone, anywhere. In 1, Levi's decided to go virtual. They extended their branding effort online, by launching its first interactive and e-commerce shopping experience on its web site, Levi.com. Using the web as a full form of advertising, they were able to unify all its brands in one broad international package. Barth Ballard, Levi's digital marketing manager, told Digitrends, "The interactive ad represents the future of advertising," (Garcia, Abby Digitrends.net). In addition to their latest form of advertisement, Levi's has already generated a huge audience through the likes of television, periodicals, radio, etc. Their increasing audience and everlasting popularity is a direct result of mass communications.
Levi's jeans' has evolved into a cultural icon that has changed with time. While their look has become versatile among the likes of the young and old, their current marketing approaches remain similar to those of the past. Their ads have always kept up with the changing of the times, but their strategic marketing targets remain the same, sustaining their business for more than a century. With the exception of the World Wide Web, advertisement for Levi's jeans' hasn't really changed. Their strategies and the groups that they target are the same. Using a network of mass media to infiltrate the minds of consumers, while creating controversy was a way to push sales through the roof. I feel that this form of marketing was Levi's key to staying afloat, among the other denim jeans competitors.
Levi's ability to recognize changes in society through past experiences, gives them a clear vision for concepts before starting ad campaigns today. Unlike their traditional adverts, Levi's usage of the web took on a different position. They are using the web as a global medium through which they can leverage their position as a leading-edge youth marketer and reach many consumers at once. Although, these high-tech advances are not traditional, Levi's is relying on the good, old-fashioned 'word of mouth' to build traffic on its web site.
Levi's jeans have become a social statement and a lifestyle in our society. Beginning as overalls for miners and later becoming 'jeans' for everyday fashion. Their innovative spirit and authenticity are just two of the many traits that have kept them around for so long.
Tolson, Jay. "Improving the U.S. Jean Pool." U.S. News & World Report 17 (1) 56
Gromer, Cliff. "Levi's Jeans." Popular Mechanics May 1 4
Vision & Values. Levi Strauss & Co. 5 April 00
http//www.levistrauss.com/about/vision.html
Garcia, Abby. "Levi's Jeans Extends its Branding Effort Online." Digitrends.net. 001. 5 April 00
http//www.digitrends.net/mna/index_7667.html
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