LEVI STRAUSS

LEVI STRAUSS

Our presentation of the Levi's company includes two parts : the first part is concerned with its history and the second part relates specific aspects of the company such as its advertising policy for instance.
First part
Levi Strauss history : the man and the company
Levi Strauss was born in January 1829 in Buttenheim, Bavaria.
In 1847, he sailed to America, then became an American citizen in 1853 and set up a small dry goods house, which grew itself into a prosperous business over the following twenty years.
In 1873, Levi Strauss and tailor/inventor Jacob Davis receivd the patent for riveting men's pants. They began making copper riveted "waist overalls" (the old name for jeans) in San Francisco.
In 1890, numbers were first assigned to the products that were being manufactured. The number 501® was used to designate the famous copper-riveted overalls.
In 1902, Levi Strauss died at the age of 73. His nephews inherited the business.
"Koveralls," a one-piece pl...