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The second gold rush to Levi's Jeans

Japanese collectors are still paying up to 40'000 Dollar for an antique piece. However, the most valuable Jeans are found in a steel vault in San Francisco. Ac

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The second gold rush to Levi's Jeans

Japanese collectors are still paying up to 40'000 Dollar for an antique piece. However, the most valuable Jeans are found in a steel vault in San Francisco. Access only the archivists and the CEO of Levi Strauss. There are eleven tattered pants from the beginnings of the company that are irreplaceable and really adventurous. See also the strange piece, the Bing Crosby had made: a Tuxedo made of denim.

otherwise, maybe only to Coca-Cola, Marlboro, Levi's were for the legend of the romantic and slightly wild America. Even if the myth is completely faded, so the favourable investor sentiment to the family of the owner is allowed to make cash. With the IPO, the descendants of Levi Strauss to sell for more than $ 500 million in shares, but the control of the company do not give up.

the company can not be referred to once as the inventor of the blue Jeans. As the 24-year-old Levi Strauss, an immigrant from the Bavarian town of Buttenheim, was sent to San Francisco, he had something else in mind as the pants. He had a branch of the fraternal haberdashery open for business and should ride on the gold rush wave. For the 24-Year-old that was a little bit. As another immigrant, asked for help, he responded quickly and showed a good business sense.

Jacob Davis, a tailor in the silver crazed Nevada, had ordered from him more and more put on their drill trousers, because mine clothes could crawl workers with the robust leg in the pits and tunnels, without you need to immediately tear. A Problem: The back pockets gave way, when the tools were appended to it. The Solution: Rivets.

Strauss was also able to procure the necessary money to produce these new type of Jeans, and began marketing it internationally. The demand exploded, quickly branches Overseas were opened. 20. In may 1873, the two men received their most important, the Golden Patent. Number 139 121 describes the simple but brilliant "Improvement in fastening pocket-openings", the improved mounting of pant pockets by means of rivets. This date should be 166 years, is considered unofficially as the birthday of the blue Jeans.

status symbol for generations

Only later, in the 1920s and 1930s, pants were the Work of a fashion article. Film actor and would-be Rancher from Los Angeles and New York showed at the weekend on their farms in Jeans. For the Cowboys of the Western movies, as well to the Uniform, as for the rebels-starring Marlon Brando, and James Dean in the 1950s and the Hippies of the 1960s. However, until today, Levi's is market leader on the American Jeans market remained.

blue Jeans seemed indestructible, but they were not since the Disco Era, no longer cool. They seemed to be a relic. Even Levi Strauss has temporarily lost the trust in your brand. According to a first IPO in the 1970s, the owners decided to privatize the company in 1985.

Cheaper pants without trademark flooded the market and forced in 2001, the production in the United States. This is not without a certain irony. When Levi Strauss brought the riveted pants in 1873 in the trade were Chinese migrant workers and the best customer. 150 years later, China turned the tables on them. The entire production of Levi's Jeans in 2003 to China and other cheap locations, such as Vietnam and El Salvador.

the fight against Yoga pants

A mountain of debt in the billions, declining sales and under investigation for possible tax offences have required a more radical cut. In 2011, a geek took the lead, even if the owner, distant descendants of the children of Levi Strauss, your control is retained.

Charles V. Bergh had integrated the razor brand Gillette successfully in the consumer goods group Procter & Gamble. Now he should accomplish a Renaissance of the Jeans. Found he had a giant mess, he said later. "It lacked a clear strategy. We had nothing invested in the brand, our advertising was wrong, and we are removed completely from the customer".

Bergh invested in the research and brought in a "four way stretch"fabric on the market, in order to meet the Trend for Yoga and Stretch pants. He built up the China business and the company moved to its own shops, where he had a wider range, with higher prices could show up as in the Department stores. Levi's were cool again. Beyoncé wore a Pair on stage, Justin Timberlake, and the Air Jordan brand by Nike was for a partner.

Strong demand for LEVI

Last year, Levi made a turnover of $ 5.6 billion, a net profit of 285 million. Thus, the company profit is between Ralph Lauren and Gap, two well-known US brands. But it should be better, the promises of the prospectus. The goal is a turnover of seven billion and a profit of around 350 million dollars.

it is Impossible not to appear. Strong clothing brands were able to escape the downward spiral of the retail trade and increased in the last few months on the stock exchange. The IPO of Levi's is the largest of its kind in many years, to be reviewed, the company with about $ 6.6 billion.

the shares will be Placed with the icon of LEVI's for around $ 550 million. 80 percent of the revenue flows to the owner of Haas family, the Rest to be used for the Expansion of the company. Such as Ralph Lauren, the family retains majority control, by claimed ten times the voting rights greater than normal investors.

The demand is still large, it was said, the offer had been oversubscribed in the run-up several times. Levi Strauss understood the time of his life as a hard-working entrepreneur, the nothing was a given. Jeans were not for him. He always wore a classic black three-piece suit. (Editorial Tamedia)

Created: 21.03.2019, 09:29 PM

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