Levi’s is moving on up

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

24th March, 2019
Chip Bergh, chief executive of Levi’s: implemented a classic brand expansion strategy

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.

In the 1980s, competition from the likes of Calvin Klein and Gap dethroned Levi Strauss & Co....

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