Image 1: (McVerry, 2020)

The image shown above represents a pair of the 501® Blue Jean Lady Levi’s® which was introduced for the first time in 1934.

The Levi’s® jeans are recognisable thanks to an iconic label which is visibly attached. The ‘’The Two Horse Trademark’’ label, located at the top right, was introduced in 1886 and symbolizes the strength of the clothing in the face of competition. The famous Red Tab shown on the right pocket was used for the first time in 1936 on the 501® jeans to differentiate their product from their competition (Levi Strauss & Co., 2017).
Image 2: (Levi Strauss & Co., 2019)

Above is an image of the outside of the companies largest-ever flagship Levi’s® store in Time Square, New York City.
Image 3: (Levi’s, 2020)


The image on the left shows one of Levi’s most sold products, the 501® original fit jean. This product sells for AU$149.95 on the Australian Levi’s online store.
Image 4: (Levi Strauss & Co., 2020)

Levi Strauss & Co. have recently been leveraging the TikTok trend by making it possible for consumers to purchase Levi’s® products directly via the popular social media platform.
The images above are from Levi’s® newest campaign on TikTok. This highlights their ability to strategically follow trends and leverage other digital platforms for promotion.
Image 5: (Levi’s®, 2015)

Physical Evidence
“….Cool city kids, hipsters, people from the heartland, moms in the suburbs. They all wear Levi’s and they all wear them their own way…“- Levi’s SVP and Chief Marketing Officer Jennifer Sey told Retail Dive in an email (Levi’s®, 2015).
The image above demonstrates that the Levi’s brand is suitable for a diverse range of individuals.
Image 6: (Levi Strauss & Co., 2017)

In 2013 Levi Strauss & Co. opened an innovation lab for researching and developing designs and prototypes of their products. The above image is of inside their ‘Eureka Innovations Lab’.
Image 7: (Levi Strauss & Co., 2020)

In 2011 Chip Bergh was appointed as the new CEO of Levi Strauss & Co. Under Bergh’s leadership the brand has had a very successful return to prominence.

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