• Levi's, is a privately held American clothing company known worldwide for its Levi's brand of denim jeans. It was founded in 1873.

• Its products are sold under the Levi’s, Dockers and Levi Strauss Signature brands. While Levi’s conveys an image of quality and innovation

• The brand is mostly recognized for its status as the original pioneer brand among international customers. With sales in more than 100 countries, Levi’s is a global company with three geographic divisions: the Americas, Europe Middle East and Africa and Asia Pacific.

• Levi’s started in the 90’s to lose significant share of the blue jeans market.Causes were:• Young people were looking for a product allowing them to show their identity, to

set their own style and trends. They could not show their individuality anymore by wearing pant of their parents. young people were looking for: authenticity, functionality and non-conformity.

• Competitive threats were not only coming from the classical competition such as Wrangler or Lee. Top-end designers such as Gucci or Armani launched their own high-fashion denim ranges. Other brands also entered the market such as Benetton, H&M, Zara in Europe while Tommy Hilfiger, CK Calvin Klein, Guess, Polo Jeans, Gap, Old Navy and Guess were expanding in the denim in the US. Finally, the discounters also began to sell private labels.

• As a result, Levi’s started in 1996 a six-year sales decline. Levi’s had to close more than half its US plants due to the erosion of its dominant market share: the teen sales. Levi’s had 30.9% of the US blue jeans market in 1990 but had only 18.7% market share in 1997 after the Levi’s crisis.

• * Type 1 Iconic Fit* Type 1 Real Loose* Type 1 Tough Boot

• The idea was that they took their standard Levi Classic jeans, improved some minor style cues and marketed them as the new standard in jeans. Thanks to retailers price gouging, inconsistencies in quality and a marketing plan and superbowl commercial that flopped harder than a fat kid in a shallow pool, Levi reverted to the classic designs that held them over for the previous 150 years.

NEW YORK - Levi Strauss launched its new Type 1 brand in the US with a Super Bowl commercial featuring a herd of bison charging

through a city.• The ad, called "stampede", was created by Bartle Bogle Hegarty in New York and

will debut during the second quarter of Sunday's Super Bowl XXXVII in a 60-second spot.

• With Type 1 Jeans, Levi's is aiming to draw on its brand heritage while appealing to a more stylish market. The jeans are characterised by oversized rivets and buttons, distinctive back patch-pockets and back-pocket red tab, and accentuated stitching.

• Anna Brockway, marketing director for the Levi's brand in the US, said: "'Stampede' conveys the bold personality of Levi's Type 1 Jeans and the people who wear them. The ad for these jeans celebrates the bold, pioneering spirit that has allowed Levi Strauss & Co to produce the most successful and widely recognised jeanswear for over a century."

• To promote the range, Levi's has expanded into comic books, creating a 3D story depicting a group of 20-something characters saving the future world from an oppressive dictator who forces young people to wear untrendy clothes. They find a stash of Levi's gear, gain special powers, and in true comic book fashion, save the world.

• To mark one of our most significant product launches, we have created the boldest and most valuable pair of jeans in the world," said Anna Brockway, director of marketing, Levi's brand. "In our new Levi's Type 1 Jeans line, Levi's signature design details - the red tab logo, buttons, rivets and two-horse back patch - have all been accentuated to highlight the features that only Levi's Jeans can truly own. On the celebratory pair of Levi's Type 1 Jeans, we have embellished all these iconic elements with gold, diamonds and rubies. These jeans not only celebrate our history, but they are part of our history."

• Its latest offering is no different, with a sleek and stylish design for its Type 1 Jeans.

• A clothier, such as Levi Strauss, that has been around for 150 years is bound to have their share of hits and misses because fashion is terribly fickle and largely unpredictable. But this doesn’t mean you should ignore your target audience.

In late 2002, Levi Strauss began a massive marketing push to launch what was being touted as one of the company’s most significant launches in history, Type 1 Jeans. The line unnecessarily went to great lengths to accentuate all those signature design details already long-associated with Levi’s, such as the red tab logo, buttons, rivets, and the two-horse back patch. To accompany the launch, Levi Strauss spent $2 million on an artsy, misguided Super Bowl commercial that confused viewers. Going against common practice, they placed Type 1 in retailers with inconsistent prices, ranging from $30 at a retailer like JC Penney’s to over $100 at Barney’s, with no discernable difference in quality. Levi Strauss pulled the entire line after less than two years and Type 1 proved to be the proud clothier’s most spectacular flop.

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• "To mark one of our most significant product launches, we have created the• boldest and most valuable pair of jeans in the world," said Anna Brockway,• director of marketing, Levi's brand. "In our new Levi's Type 1 Jeans line,• Levi's signature design details - the red tab logo, buttons, rivets and twohorse• back patch - have all been accentuated to highlight the features that• only Levi's Jeans can truly own. On the celebratory pair of Levi's Type 1• Jeans, we have embellished all these iconic elements with gold, diamonds• and rubies. These jeans not only celebrate our history, but they are part of• our history.“• Jewel-laden Pair of Jeans Part of $150,000 Prize Package For Super Bowl Ad• Contest