Why Levi's Dominates Denim
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- เผยแพร่เมื่อ 30 ม.ค. 2019
- Levi Strauss & Co. is considering an IPO in 2019. Levi's patented jeans in 1873 and remains the biggest denim retailer in the U.S. 150 years later. Though it often missed major fashion trends in previous decades, the 2010s have brought Levi's back to popularity. Watch this video to find out how.
Denim sales have been outpacing the overall apparel industry. Research from The NPD Group has apparel growing 1 percent, while the denim industry is growing 5 percent.
Levi Strauss reported revenue of $1.39 billion for the quarter ending Aug. 26, up 10 percent from the previous year. The San Francisco-based company reports quarterly earnings because its debt is publicly listed.
Consumers were substituting their jeans for yoga pants and leggings, but it looks like fashion could be swinging back in favor of denim.
"I think that the outlook for jeans is positive," UBS analyst Jay Soles told CNBC. "Athleisure - performance apparel - that trend has changed a lot."
Nostalgia and streetwear have brought back styles from the 1980s and 1990s, benefiting iconic brands like Levi's. Analysts think a new style is on the horizon to unseat skinny jeans, the last big denim trend.
"It is an opportune time [for a Levi's IPO] if there is a denim cycle coming back," Macquarie Capital analyst Laurent Vasilescu said.
If not, shoppers will still be waiting two or three years to buy a new pair of jeans, instead of only one, like before athleisure dominated.
Levi's won't be the only new stock for investors looking to try on jeans this year. VF Corp, which owns rival denim brands Lee and Wrangler, announced in August that it would be spinning off its jeans brands into a separate public company called Kontoor Brands. The move will allow the company to focus on growing its other brands, like Vans and The North Face.
VF Corp had been aiming to complete the spinoff in March. It filed the paperwork with the Securities and Exchange Commission in mid-December, but CFO Scott Roe told analysts on an earnings conference call in January that the partial federal government shutdown could delay Kontoor's market debut.
A volatile stock market could also mean that Levi's lands short of the $600 million to $800 million that it reportedly wants to raise through the IPO. Despite a resurgence in its Calvin Klein and Tommy Hilfiger brands, PVH Corp, which has a market value of $8.3 billion, is down 26 percent over the last 52 weeks. While VF Corp's stock, with a market value of $36.2 billion, is faring better thanks to its non-denim brands, shares are only up 3 percent in the last year.» Subscribe to CNBC: cnb.cx/SubscribeCNBC
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Why Levi's Dominates Denim
In my view Levi's are too caught up in the fast fashion business. I wish that they would go back the core of a well made pair of jeans that lasts 10 years. There is nothing better than a well worn pair of jeans that have faded with time, not these stretch jeans that lose their shape and you throw away after a year or two.
They have a separate line for that , Its called Levis made & crafted, beautiful raw denim
Fast fashion? I’ve always seen the same style and colour of jeans every time I go. Besides their addition of Chinos (unless I’ve always missed it every time I visit their store).
@@absar1997 Made and crafted is more using the classic styles in contemporary ways, LVC is the line that sells the classic cuts and styles using selvedge denim (made in the traditional way using old shuttle looms).
Absar Khan lmao the made and crafted still has stretch unless it’s raw
@@Woozer73 LVC costs a fortune though.
By the way for people looking for the older type of Levi’s jeans they have a separate line specifically for the whole high quality and long lasting market, they’re called “Levi’s Made & Crafted”
And don't forget the orange label
I love Levi’s but hate the price .. made overseas with way cheaper material...
never over $40, does me good
Levi’s offers made in USA jeans, but they’re $200+, and I think they only offer them for men, which is not that great. I wish I could support American made products but they’re mostly expensive compared to the overseas made products :/
lattedevin yikes!👀👀
lattedevin which is crazy given that the process is so automated that the cost of making jeans here or China should make a very small difference
Found a pair of Levi’s for £8.25 here in dubai
Still able to wear my Levis bought in 1969, OK I have cut them down to shorts but hey after 50 years !
Woah oldie
bought a thrift store pair of levi's, easily best purchase I've made in a while. comfortable, still durable, and looks good
I was a major Levi's fan and was all I wore until they started making them overseas and out of much thinner denim. They used to last for quite some time and got so soft and comfortable.
I blame jeggings. Aka Jean leggings
Same. A classic Americana brand now just cheap Chinese junk
They're still good depending on which model...I've worn them since the 60's
501’s are 100% cotton. I’m going to taper the legs myself with old Pfaff.
If they didn't do that like everybody else they would have gone bankrupt its the best decision they could make.
I stopped wearing Levi's for years, but they won me back with the 512. Great fit and washes.
Just found a long lost pair of 505s and they are a great fit, better than my old Wranglers.
@Juan Serrano
Hmm have you tried Levi 514s?
Great washes scrubbed on by children as the CEO looks at his bank account and still doesn't know the difference btwn made to measure and ready to wear.
I can only wear the 512. There are some nice slim fit jeans out there but the 512 got that tapered fit which I love
1:03 what made you think this was a good idea?
So what man?
Who the hell told that other chic to show us the worst moonwalk of all time?
I feel oppressed.
The fortnight dance HHmmmm
i was rofl so i guess it works
American Icon made by a German immigrant
Triton immigrants - we get the job done
To me that makes it more American. America is all immigrants. It’s what’s great about it.
@@codycast I wish everyone thought that way !
Polo Ralph Lauren is an America icon, and he is a Jew sooo
Well Jacob Davis is the one who actually invented the jeans Strauss just sold denim
In addition to being a fashion icon, they are one of the only denim brands looking for environmentally sustainable ways to produce their denim. Denim production wastes enormous amounts of water and creates tons of pollution and they are researching and maybe already producing denim in sustainable practices. I can get behind this 100%
Thank you for covering this content!
Thanks for answering questions I never even considered but am glad now.
I love Levi's Jeans.
I won't wear Jeans unless they are Levi's.
LSCA. Erick Romero wranglers are better
Same
So which number of Levis you recommand for the SHORTS? :)
most my jeans are levi strauss, but i also have lee, wrangler, diesel, and a pepe jean that torn after a week or two.
but the wrangler one feels equaly as strong as the levi's
also, japanese denim is far more superior than levi's jeans. but also far more expensive. and you don't even pay for a name and their expensive ads included. but pure quality.
When it comes to jeans, Levi's is still my only choice.
Diesel is a lot better imo
Aurelius get them on sale
Same, only ever use 501's raw denim 50+ bucks a pair n my most "expensive" is 70 n some change they're camo real nice camo but they crease easy so I keep em straight as possible they're still not creased or damaged and it's been like 2 months
I was a guess jeans guy.past tense but LEVIS HAS so much to choose from you will get your desired fit in a levis they r the best never thought I would say Dat. But in life you hav to give CREDIT WHERE CREDIT IS DUE PEOPLE.
Clint Mc Neil wrangler is better Levi’s got greedy cheap materials trust me i use to like them not anymore I compare my old Levi’s vs new guess which better old
_Levi Strauss has clicked the like button !_
They use their profits to take away your gun rights.
Bought my first Levi's 505 back in college. Still have it and wearing it for almost three decades. If not for my extended waistline, I'd still wear it today.
Old Levi's (20years +) lasted almost forever. As I have replaced them with new 501s I have experienced rips, and belt loops detaching. Never had a chance to fully break my new ones in as they wore out in a matter of 18mo to 2 years. I expect this from washed/distressed jeans but not shrink to fit. Who makes quality raw denim now days?
I have several original vintage levi jackets from the 50s through to early 70s. My fave is an early 50s type 2. Love Levi's
I have a pair of 505's that I've been wearing on a regular basis for almost 3 years now. Little tearing on the cuffs and fading of course but they are still very wearable. I'd say they have about 5 or 6 years left in them.
Very cool. Where were they manufactured? Made in USA? China? Levis production varies so widely these days.
@@mjg239 Mexico. Mexico is considered to be one of the best when it comes to Levi's quality.
honestly, I won't give up on Levi's yet because they still produce some great denim even if they aren't manufactured in the U.S. It's just heartbreaking to now classify them as a hit-or-miss company because not too long ago having a pair of levis meant having a piece of clothing that will last you a lifetime. Now you have to go in-store to see if the quality is really good or not for you to wear your entire life.
She sounds like the voice of Panera commercials
She's got vocal fry: endemic with women today.
Jacob ..... I know I’m going to be hungry for the entire thing, and I don’t even like Panera
Dichotomy & Balance it sounds so annoying I can’t finish the video
i started wearing levis since i was in grade school a levis 565,fashion evolves year by year but i did not change my roots of being a levis user,my family now and my grandparents before wear levis,for us Levis is not just a fashion but a culture nobody could change.
Levi's is doing their best in India
Give at a better price than ever
I buy it in the end of season sale either 50% off or buy one get one free 😁
Indians are the stingiest people on earth
@@alfredhitchcock45 seems like u are the most stingiest person I have ever seen 😂😂
@@alfredhitchcock45 They cost $20-30 in the US and $40-50 in India, who's the stingiest again?
@@alfredhitchcock45 💯
CNBC's business reporting is just phenomenal
My favorite jeans. They fit so well and last forever.
💖 For Levi's, you Levi's are of the greatest Jean brand in the world, that's why jeans makes me feel good and look younger. No matter what age or where you come from.
I found the 511 premium advanced stretch at macys. These feel so good I bought 15 pairs. They are very stretchy. I can't wear the really 511 but these fit just right.
Excellent presentation!
Would buy made in USA only. Costs more but its worth it.
YES!
They use their profits to take away your gun rights.
@@octopus_prime Show the study/proof. Otherwise you're making it up.
Levi Strauss CEO takes a side on gun control... google it. Can't share links on some pages.
@@octopus_prime Gun control is 100% fine with me. Anything to prevent mass killings of children and other innocent people all over the world...
I was a huge Levi's jean fan until the quality started to go down hill. Recently however, Levi's has made a comeback. I like their new fits especially the 541 athletic fit. I just wished they continue using better quality Demin and not overseas cheap material.
501 is still out there, I remember wearing my brother´s pants after like 12 years and making holes in the knees by using them not by buying fake wear out jeans that costs hundreds of dollars. Now I migrated to the ultimate mom jean... Signature by Levi Strauss & Co., and still, I think is the best fit and quality in the market for the price.
The Levi's bell bottoms from the 70's should make a comeback
I love LEVI'S. I feel sad when the Levis factory was closed in late 90's or early 2000 here in Pasong Tamo, Philippines.
love their 510's and the sherpa jackets
2019: Will this be a boom or a bust?
2020: Covid-19 hello :)
Please look into Levi stores in Malaysia...idk if the staffs or the management, but they change the denims with replicas.
Lol. Report dekat TH-cam buat apa? Hahaha
@@izkrnv9276 mana tau, kot2 depa ternampak. Ala free ma...haha. plus Ada awareness jugak supaya berhati-hati beli jeans kat sini 🔊
If you have proof make a formal report,until then, this is just a heresay.
@@itisyouthatiadore already tweeted them and got reply, thanks..!
No wonder, we got fake premium jeans from malaysia too
Levi's 👖 is superb quality, Levi's original jeans since 1850, world's first jeans Levi's, Levi Strauss &co, sanfrancisco, California USA
I have 2 Levis denim jacket and I love it, Levis long live in India
As a teenager in the UK I bought my first pair of Levi jeans. They were expensive (3Pounds/pair) In about 1967/8 they changed the material. We had to buy them 2 inches too big so they shrunk to your size--not anymore. They went crap and lost their niche in the trendy stakes. I think the jacket quality lasted a little longer---the jacket cost 3 pounds 5 shillings back then. I now live in Thailand and laugh at all the fakes.
All my jeans and shorts are Levis. I love the fit and colors! Very durable and comfortable 👖
i like the huge variety of fits and colors Levis jeans offer.
My grandpa was born in the Soviet Union and everybody dreamed about the original Levis jeans . Levis jeans where a sign of rebalance and youth. But for having them you could even go jail. Now he lives happily in the US waring his 501s!!!!👖👖👖
HAL-9000 approves
Even in the caribbean we know the best jeans is a Levii , who doesnt love one and have their fav fit , 511 🤘
541
505
510
Yardies 511
512 slim taper
Great video,keep it up!×
These videos are soo informative.... i sound smart infront of my peers 😆
Everyone knows Levi's so that itself ensures longevity, especially when the jeans are at a price that's right and the fit is excellent not compromising on quality simultaneously.
I do like the new engineered 502s. One rinse colour look similar to 501s but are as comfortable as track bottoms.
I searched through the comments to find something to do with the 502s. I love mine, little more slim I find than the 501s
I miss Levis Orange Tab Jeans. Bought a few in the late 70's and early 80's.
These companies should first look at CNBC’s comment section before doing a market research to appeal to the customers 😂 .
The feedback is just so insightful
Levi's keeps on making new jeans for each climate. I think their jeans are really great. Pricey but it lasts long!
Memories. Levi 501’s never thought about 105. Creased up with red house shoes. 105 is another freeway!! As well as uhhh CM.
BGM at 3:30 does anyone knows which song is that?
I'm from india . I have many collections of Levi's Jean's., shirts, t shirts and shoes. my most favorite brand👌
If they made their jeans like they use to instead of the stretch like everyone else they would be back on top
Boom or bust I still love my 501s since 1985 (I was both at 1979)
My fav denim brand
As a student, I only have 1 Levi’s jeans. The price itself is really expensive, P7,000. I’m glad I have one 😆
I remember the first time My father bought me a jeans, that was in 1976 I was just about 13 years old! And the brand name is Levi’s and that was my first pair of jeans!
I’ll buy if they make them in the USA again. Why can’t they open one plant in the USA for the people who want 501s and charge extra I’m sure it would do well
They do make those for the niche market, check out LVC (Levi's Vintage Clothing)
Rainhard Octovianto,
LVC are somewhat difficult to find, and when you do find them, sizing is spotty. Even the original “made in USA” shrink-to-fit 501s using Cone Mills selvege denim with the resultant leg twist had more uniform sizing.
Coleman Calgary just buy the cone denium Levi’s. Made in North Carolina
They sell USA made on their website. They're at a super high premium, but they offer the 501 USA made all the time.
@@schwinnstingrayguy3757 Didn't the last cone denim factory shut down?
I can still remember my mom buying all my levis jeans from thr husky section ib Macys, when I was a kid. I'm 33 and I still only wear Levis and get them fron Macys.
Me: it's almost midnight
TH-cam: want to learn about Jean history?
Me: click
The choice of Steve Jobs & Jeremy Clarkson too :)
Love the brand and the japanese made jeans are awesome!!!
I really think there is room for a really well made American jean at a higher than average price point. There is a customer who would be willing to pay a little more for a superior product produced entirely in the USA.
Levis does make USA made jeans still. They're pretty expensive, and made in limited runs, but they do make them, I think they're sold exclusively on their website though.
The Levi's CEO is absolutely correct at 8:05 when he says they lost their mojo. I have been wearing and collecting Levi's since the late 1960s and have many dozens of jeans. But I haven't bought a new pair of Levis in around 20 years, not because they are made overseas, but because they are made from paper-thin sandpaper-rough poor quality cotton. No matter how much fake fading or factory holes are added, you just can't make a decent pair of jeans out of cheap cotton. Levis is getting so cheap that they went back to single stitching, which can unravel, just to save thread.
The Levi's story is a great example of American business. It is a 150+ year old company that spent generations refining their jeans in an attempt to produce the highest quality product. The result, the Levis 501, is one of the greatest products ever created. But cheap foreign competition changed the equation to how far can Levi's lower the quality and still get away with charging a premium price. So instead what is being sold is ersatz Levi's and its time to cash out through the stock market.
I feel like everybody has owned a pair of Levis in their life at one time. I know I deftly have. I Love My Levis.
I will forever love Levi’s denim, especially the 511s. However I don’t like that they’re mass produced and how there’s flaws in every pair of jeans. I’ll wear my pair from time to time, but my loyalty is to Japanese selvedge denim. Construction wise, it’s just legendary, and the fabric is like no other. Most don’t even know the raw denim scene, nor selvedge, and most wont like it once after they encounter it. Brands like Iron Heart are AMAZING and imo the best at the denim world. Price is insanely high but you’ll understand once after you’ve worn them for the first time and how they really for years and years. Just my 2 cents.
My father used to have a clothing store during the 90s in Perú and i remenber when i went to the Levi`s factory in Lima to see some collections, it was AMAZING!!! So many models, merchandising, colors, etc everything made with Peruvian 100% cotton good quality, prices, many wholesale buyers trying to get all what they need like crazy, it was the best moment for many years till the goverment at that time let the polyester fabrics get in with so low prices and bad quality, the factory closed and levis is now coming from Chile or el Salvador, so thin and expensive, not more the quality it used to be.
Too bad their cone mills plant in NC has closed down, they produced some of my favorite style jeans. Levis will always be an American classic!
It's not a good or bad matter, Levi's is just a history of the jeans! My choice for jeans is always Levi's
My parents had a jean wedding and my posh grandparents had a fit
They forgot to add that Wiz Khalifa was a huge boost to Levi between 2010-2017 with 501 jeans and camo shorts he made it very popular
Anyone aware of where to get a non stretchable Levi in India ?
Levis is still one of the few companies which make true waist jeans.
Her voice is a bit exhausting!
it's really annoying
It’s called vocal fry. It’s the throaty inflection at the end of every phrase that sounds like you’re asked. Very unprofessional for a narrator.
She needs to take a gulp of water.
Hari Nair ouch!!!
It’s a high pitch voice trying to sound low pitch but ends up very frog like 😂
I love Levi's and will keep buying them over Gap, CK or whatever brand..
thank you
I just bought two Levis jeans yesterday, I really liked'em.
I never have had Levi's.
In the past, a lot of time I had to buy Levis men jeans as my size 27-28/32 was difficult to find in girl sizes. Most female jeans were on the short side for me. Now they changed the design and the Levis jeans fit me better. Only I am not a fan of skinny jeans. Although I am quite thin and have long legs, I still look sort of fat in super skinny jeans. I prefer boot cut ones. I have some CK, Diesel, and RL jeans. They all fit me better than most Levis I have. I once wanted to buy some brown jeans. It was impossible to find that in any store I tried.
love her emotional voice. its as if she cried herself to sleep and woke up with a dry throat being depressed.
i'm into that.
i love levis jeans a lot lol
Levi's 501s the best Jean's ever, that's all I wear since a teen I need levis sponsorship for this loyalty lol
Levi’s are not Levi’s anymore and haven’t been for a long time. A pair of Levi’s lasts less than a year these days. Compare a pair of 47MWZ’s to Levi’s 501s. It’s laughable.
@@devilzdandruff9199 ok I only wear them once or twice any ways so what idc 😂
DroopyHussle You just said that “they are all you ever wear” and now you say you wear them once or twice? Lol, ok.
4:09 appreciated 👌
Levi vintage clothing and made & crafted are great products.
I love Levi's
A pair of Levi's are $120.00 here in
New Zealand.... that's why I wear
IFD.DNM's more stylish & 2 for $100...
the best- straight leg and the only brand I wear
Before: Levi is a clothing company
After anime: you mean Levi ackerman
Levi's were great. I dunno what happened. Used to be they would were all consistent size wise right off the shelf. Now you can buy a bunch of the same size and they're all different.
IRONICALLY LEVIS Jeans are made in the same Factory as any other Jeans..Just with different Tags and Prices
They have a good cut, and you can choose based on leg length and waist.
So true.
very very true fact
I’ve always been a Levi’s fan and my hubby wears nothing but Levi’s but my daughters don’t want to wear nothing else since they heard a song they like mention Levi’s jeans and Timberland boots. I got them a bunch of Levi’s jeans and they’re getting the boots for Christmas.
Is holister jeans good?
I'm a fashionista named Levi, and I don't own a single pair of my Levi's...I feel this is a sin, somehow...
They dont make great jeans anymore, most of their jeans were stretch and manufactured in China or something, better off buying from better brands like naked & famous.
Dans they made in chins
Anyone who calls themselves a ‘fashionista’...
@@ThisIsNotRelevant is not a man.
Dichotomy & Balance toxic masculinity yikes! He’s more of a man than you’ll ever be, he don’t go insulting strangers on the internet for being fashionable
The last time I seen anyone in Levi's was in 1978
Where you been
@@michaelgray1803 lol 😂
Levi's will always be 🔥🔥🔥🔥 rite now my favorite Denim brand is Nudie Jeans, Naked & Famous & Levi's.
Awesome 🔥🔥🔥🔥🔥🔥🔥🔥
The only reason all my jeans are Levi's is because they're the only store to actually carry my size. Im very tall and so many stores dont bother to make their clothes long enough for a range of people
How tall are you?
@@RJLS98 I'm 182cm (6foot)
@@cocoacoolness Im 1.80 and yeah pretty tall for a girl !
The hood got love for Levi's
great, and where did the cotton come from ?
I want wholesale Levi's jeans how please tell me