Levi’s is moving on up

Levi’s is moving on up
Chip Bergh, chief executive of Levi’s: implemented a classic brand expansion strategy

The maker of the world’s most iconic jeans wants to jump into other parts of your wardrobe, writes Caroline David

In 1873, the German immigrant Levi Strauss founded an industry when he began outfitting California gold miners with blue jeans. His company evolved by innovating – adding belt loops, for example – and expanding its product line, making clothing for women, children and teenagers. By the middle of the last century, Levi’s jeans were an American icon.

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