Another revolutionary innovation of Li occurred in 1926. LEE's first zipper jeans were born, which is the first zipper jeans in the world. At this time, Li's advertising language is suitable for tailor-made "tailor-made size", which is innovative and unique. After World War II, with the success of his cowboy image in the wild west, Lee spread to the east coast cities and all over the country. The image of the west has not only become fashionable, but also played a leading role in the jeans market. At this time, LEE's famous big leather brand appeared. With the success of LEE Rider in the market, LEE has become a registered classic product.
From 65438 to 0975, in addition to the western image, Li injected a new marketing plan: the first plan to develop women's jeans. A series called "Suitable for Girls" (now Li Bagua) came out, which opened a new side of the women's clothing market. Since 1986, LEE has developed different types of customers in the whole denim market:
LEE BASIC-Five classic jeans with Bao Butong fashion trends, as well as casual pants, denim pants and other different styles.
ROUGH RIDER-traditional style, but with high quality and fashionable cutting and packaging technology, is a symbol of LEE's product guarantee and market position as an expert in jeans manufacturers.
Bagua-a series of women's dresses tailored to match women's figure, with brand-new design and great sense of the times.
Today, Lee's long history makes it the mainstream of American jeans. Its products still maintain a certain level and value in tradition and avant-garde, and become the code name of both classic and fashionable jeans.
(ps: There is also a Lee Cooper in England, but it is generally an American Lee who talks a lot. )
(2) Lee Cooper in old Europe:1908 Lee Cooper, founded in London, England, was the first person of the old European cowboy brand. In World War II, he made uniforms for the Royal Air Force, became one of the largest garment factories on the British peninsula after the war, and began to expand global sales. In 1950s, after Lee, Lee Cooper made a second revolutionary design for women's jeans: the zipper of women's pants was changed from the side to the middle. This was a move that caused great controversy at that time, but it was finally accepted. In the early 1990s, Lee Cooper landed in Beijing as the first European cowboy brand.
③ herdsman: founded in 1904. Work, War, West, Warehouse-The "W" line sewn on herdsman's back pocket is not only the initials of the brand, but also represents the most symbolic western life state in American history. 1904 herdsman brand appeared as a pure cowboy image different from American miners (Levi's) and railway workers (Lee) as soon as it was launched by Blue Bell Company, so the earliest herdsman jeans were called 1 1MW (Men's West), and its image symbol was Rodeo Ben, a racer in the Western Horse Training Competition and a Hollywood horse training movie superstar. Black jeans are herdsman's most classic contribution to cowboy history. Brand features: rough and confident, traditional classics with modern flavor! Even during World War II, orders for American military uniforms were received.
(4) Alternative diesel: 1978 was formally established in Italy, but in 1995, 1996 and 1997, it won the European jeans sales champion for three consecutive years, which was even with Levi's, the American market leader. Its president, renzo rosso, was a royal designer before he founded the brand, sewing jeans for the Italian royal family, and the royal family liked him very much. When he and two friends founded the company, they broke the fashion world's master convention of naming brands after themselves and replaced it with the word DIESEL (meaning diesel engine), which was inspired by the hot demand for diesel at that time: 1972, when the world was facing a serious energy crisis, Diesel was once regarded as a star energy and trend representative. Renzo used this to show the brand positioning: positioning himself in the young and emerging generation. DIESEL's appearance in the position of cowboy smeared the reserve of Italian high fashion: sexy tailoring deliberately modified the curve of leg and hip circumference; The first three-point waist trousers design can make the lower abdomen look flat without fat; The hip line is low in front and high in back, showing a streamlined arc, which can avoid indecent exposure of underwear when squatting. But now Desai has become a big fashion brand, and it is no longer just a cowboy. . .
⑤ Levi's: Founded in 1847, it has a history of 158 years. An article introducing Levi's begins with the following sentence:
"Raise your hand if you don't have jeans!"
Raise your hand if you don't have Levi's jeans! "
Raise your hand if you haven't heard of Levi's jeans! "
This picture shows Levi's position in the history of jeans. Levi's history is actually equivalent to the history of jeans:
1855- The earliest jeans had only one back pocket and no York.
1872—— It is the first time to reinforce the stressed parts of jeans with metal rivets.
1873- Jeans changed from gray to indigo. The back pocket is decorated with orange double arch stitches.
1886- changed the pattern of waist tag from dwarf to horse.
1890- plus a watch bag and a back York.
1905- With the second back pocket, jeans are fixed in the form of five pockets.
1922- Add a belt loop at the belt.
1937- The rivet in the back pocket is hidden inside.
194 1 year-the rivet on the lower part of the front placket of jeans was cancelled. During World War II, the bow of the back waist and the rivet of the watch pocket were removed, and the double arch seam of the back pocket was replaced by a printed similar pattern. A laurel leaf replaced the sign of "l. s&"; Company terms.
1947- Arched suture reappearance.
1950- In order to keep up with the fashion trend, the trouser legs were cut into thinner styles.
1955- Start production of 50 1 zipper jeans.
1959- Pre-shrunk jeans developed.
1966- Fix a short strip trace instead of a rivet at the corner of the back pocket.
197 1 year-the red sign was changed from "Levi's" to "Levi's"
Levi' s jeans series is numerous, and 50 1 is a legend.
50 1 series jeans are one of the best-selling jeans in history. Its series was created in 1873, which is characterized by fitting after washing and using copper buttons. The number "50 1" is the name of the cloth that made these cowboys at that time. In Time magazine in 2000, Levi's 50 1 jeans, which are more popular than mini shirts and little black skirts, were rated as the best fashion in the 20th century.
50 1 cowboy represents fashion and is deeply loved by stars. No matter in Europe, America or Asia, stars are the best spokespersons for Levi 50 1 jeans. In the Asian market, 50 1 is sought after by countless fashionable men and women because of the endorsement of Japanese red star Kimura Takuya. Kimura was the first Japanese artist to win the "Best Jeans Artist Award". He likes wearing jeans very much in public and in private. In Levi's 50 1 series, "Tuoye Wash" named after Kimura Takuya is the most popular washing color.
American spirit of Levi's jeans
Levi Strauss &; Co.) has a history of 150 years and was founded by German immigrant Levi Strauss. Levi Strauss's jeans reached the peak of sales in 1996, with an annual sales value of $7 1 100 million.
Levi Strauss is recognized as the inventor of jeans.
Jeans, or jeans, were first recorded in 1567. It is the name of the trousers worn by sailors in the Italian port city of Genoa, that is, "Genoese" or "Gene". The resounding name "Jeans" was officially adopted by Levi's Company only in the 1960s of 19. Before that, it was called "high waist whole" or "Pantaloons".
/kloc-In the 1950s of 0/9, a large number of gold mines were discovered in the western United States, and countless people who dreamed of making a fortune poured into the desolate and depressed western region. Levi Strauss, a young man in his early twenties, couldn't resist the temptation of gold, gave up his tired clerical job and joined a huge group of gold diggers. When Levy came to San Francisco, because there were too many gold diggers, he made a decisive decision to give up gold digging in the sand and "gold digging" from the gold diggers. He opened a small shop selling daily necessities in the local area, and his business was booming, but no one cared about buying tents and canvas for carriage tents in large quantities.
In order to deal with the backlog of canvas, Li Wei tried his best to cut it into pants with low waist, straight legs and tight hips and sell it to gold miners. Because it is more wear-resistant than cotton trousers, it is very popular with gold miners. "Levi's pants" spread like wildfire. Li Wei sold a small department store and opened a company specializing in the production of canvas overalls.
1On May 20th, 874, Levi began to sell blue jeans with copper rivets. At that time, there was no pleasant name, only the factory number of 50 1, and LEVI's 50 1 became a household name. From 1936, Levi's began to sew the white and gold red flag of Levi's on the back pocket, which became the symbol of Levi's registration in the future.
While improving the fabrics and styles of work clothes, Levy began to pay attention to promoting his own products. First, he registered a graphic trademark for the company's work clothes. On the trademark, a horse is tied to each side of the trousers, and the horse head faces in the opposite direction. Next to each horse, there is a man pushing. At the top of the picture, it says "the only overalls with patent for rivet reinforcement", and at the bottom, it says "If you can't tear it, you can't tear it". This trademark is very eye-catching and quickly recognized by consumers.
Levi's pants were originally shorts. In order to prevent mosquito bites, Levi changed his shorts into trousers and designed them in the style of Spanish shepherd boy's short stovepipe pants. When sewing, he used plain stitches and copper rivets to enhance the fastness of trousers, which also had obvious decorative effect. The gold digger looks particularly proud in these sturdy and wear-resistant trousers. When they went to the town for a holiday, this durable, convenient, beautiful and unique dress attracted many people's attention, so it was welcomed by more professional people and gradually became a fashion favored by the American public. However, many schools have banned students from wearing them because of their humble origins and strong exclusion from the upper class.
In 1930s and 1940s, American western movies were all the rage. Levi's took this opportunity to let Hollywood movie stars put on Levi's pants and play the heroic cowboy image in the film, so fans called the work clothes worn by the stars "jeans". Since then, many people in the eastern United States have also taken owning a pair of jeans as a fashion.
After World War II, a large number of babies were born in the United States and Canada (a famous baby boom in American history). At that time, the CEO of Levi was thinking about such a question: What kind of clothes will these children like to wear when they grow up? What kind of lifestyle do you like? At that time, he made a bold speculation: when these children grow up, they will be tired of this life of obeying rules and suits and are willing to pursue a more leisure lifestyle. Based on this judgment, he began to develop wide twill to produce jeans. In the 1960s, it became a fashion for young Americans to wear this kind of coarse clothes with wide twill.
197 1, Levi listed. After buying Koret, a suit and women's clothing manufacturer in perry ellis and Oxford, Levy quickly fell into the trap of trying to meet all the needs of everyone. Levi's non-jeans business proved to be a big mistake, but fortunately, its jeans business continued to grow. In its heyday, namely 198 1 year, Levi's jeans sold 502 million pieces in the American market. Obviously, not only cowboys and young people, but also many others are wearing these pants.
Considering Levi's business and family traditions, Haas, the descendant of Levi Strauss, began to play an increasingly active role in running the company. They privatized the company and sold all the non-jeans businesses. Levi's refocused on the jeans business. In order to emphasize this point, 1987, Levy launched the Dockers product line, which will be popular in the future. But in the 1990s, blue jeans, as the uniforms of rebels and cowboys, began to fade out of the fashion front. From 65438 to 0989, Levi's sales in the United States dropped from 502 million to 387 million. Many new competitors have also fought their way out in the market. All of a sudden, Levi's red trademark was teetering among competitors. Starting from 1990, Levi's market accounts for 48.2% of the jeans category. By 1998, Levi's leading position had dropped to 25.0%, thus disappearing.
When Robert Haas led Levi in 1996, he handed one of the most successful brands in the world to four people: he, an uncle and two cousins. The Harvard MBA who worked for Peace Corps and McKinsey before joining Levi brought enlightened management methods to Levi, an old clothing manufacturer, and was praised by the media. The company also began to gradually reposition its mission: Levi should change from a responsible and successful enterprise to an "authority on casual wear".
Levi's Company has formulated the strategy of "think globally and act locally" and become a global American clothing manufacturer. In most foreign markets, Levi's boldly publicizes its profound American culture, and most European and Asian consumers think Levi's jeans are synonymous with special fashion. Levi's bold and innovative global marketing activities have achieved excellent results. As the domestic market continues to shrink, foreign sales have become the main reason for the growth of Levi's.
By establishing a solid foundation with jeans as the core, supplemented by well-designed products and market development programs, Levi's found a way to increase profits in the case of the decline of the domestic jeans market.
6. Exquisite and close-fitting playback
REPLAY, a brand from Italy, is also a world-famous leisure brand, REPLAY clothing. Its main cowboy products are very popular because they strive for perfection from design concept to technical treatment and trousers tailoring, and make people feel comfortable and close-fitting while embodying fashion.
⑦ CK with simple style
Calvin Klein is the largest designer brand in America. Calvin Klein is known as the "fashion prince" of new york Seventh Avenue. Minimalist style is Calvin Klein's "registered trademark" in design, and it is also the current fashion trend. In the late 1970s, he entered the cowboy clothing industry and hired Brooks Shields, a young actress who had just grown up at that time, as the advertising girl of his cowboy clothing. This is the beginning of Klein's many controversial advertisements: young shields slaps her hair, gently puts a hand on her hip, and utters the world-famous advertisement in a very magnetic voice: "There is nothing between Calvin and me" (Calvin and I are very close), implying the underwear she is wearing! Sexy is an important style of CK!
⑧DKNY (new york, Donna Karan) is a cowboy brand in Donna Karan, known as the queen of fashion.
Donna Karan, who grew up in new york, naturally has a soft spot for this city, and this love is unreservedly reflected in her second-line series DKNY. DKNY is the embodiment of new york, representing the vigor and vitality of new york, an international city, and has become a part of the lifestyle of new york people. DKNY Jeans is a daily dress full of energy, movement and trend, and generous, cool and unrestrained young men and women are the guests of this series!
Pet-name ruby luxury Dior jeans
Generally, the jeans of the top brands in the world mostly use denim produced by traditional Japanese looms. This is why Dior's jeans are all made in Japan. With this advanced fabric, you can "spoil" jeans at will, and there are no side effects. At the same time, it is said that this cloth is a little waterproof! Every pair of jeans is handmade, including whitening, carbonization, breakage, rolling effect and so on. So each one is different. Of course the price is amazing!
Attending sexy bold guess.
Founded in 198 1, GUESS, the four marciano brothers who started out as cowboys and yearned for American style, came to this paradise of freedom from the south of France and launched a pair of jeans named Marilyn jean to prove their brand-new concept. The result was an instant hit, and GUESS's fashion transnational map was officially launched, which made cowboy products look brand-new and became a permanent sexy symbol that was not affected by time. 3 17 1 1 I hope it is useful to you.