Brand Failures

Tired brands 287
97 Levi’s
Below the comfort zone
Levi’s is, without doubt, a classic brand. Originally produced by a Bavarian
immigrant in the dying years of the battle for the American West, Levi’s jeans
now have an iconic significance across the globe.
Indeed, in many ways Levi’s have come to define the very essence of the
word ‘brand’ better than any other product. As advertising journalist Bob
Garfield has written ‘in literal terms, it’s damn near the only true brand out
there, burned into a thong of leather and stitched to the waistband.’
In its September 2002 edition, the UK version of Esquire magazine
heralded Levi’s as the ultimate clothing brand and a staple to the worldwide
wardrobe:
The secret behind the enduring magic and success of Levi’s has been its
ability to symbolise both ubiquity and uniqueness simultaneously. No
other brand has managed to become part of the system (part of the
President’s wardrobe, even) while retaining a defining element of
rebellion, revolution and counter-culture. Levi’s are both fashion and
anti-fashion. Just try to name someone you know who doesn’t own at
least one pair.
However, despite its continued ubiquity the Levi’s brand has had a rocky ride
in recent times, having watched sales slip from US $7.9 billion in 1996 to
US $4.3 billion in 2001.