Company History Of Levi's Strauss & Co.

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The company I choose to present is Levi’s Strauss & Co. This company is a clothing company who are well known for their blue jeans. Levi’s Strauss & Co. was founded in 1853 by Levi Strauss, when he arrived in San Francisco. Levi Strauss later partnered with Jacob Davis and together received a patent on the process of riveting pants by the U.S. Patent and Trademark Office on May 20. The two began making copper-riveted “waist overalls” in San Francisco and in 1873, the Blue Jean was born. Levi Strauss was born in Germany on February 26, 1829 and passed away on September 26, 1902 in San Francisco, living a legendary 73-years life. Since 1873 Levi’s jeans have been the most popular and leading brand in pants all over the world. With that being …show more content…
have built a large reputation for themselves. They have affirmed an identity. They have asserted themselves as a monumental company through their history, honesty and becoming likeable. If you were to go out and ask someone, “What is Levi’s?” or “What’s the first thing that comes to your mind when you think of Levi’s?”, most people’s first reaction will be “Pants” or “A brand of pants”. Levi’s Strauss & Co. have made a name for themselves as being known for their main product. If anyone has the authority to sell pants, it’s Levi’s Strauss & Co., they’ve been around for almost 200 hundred years. Not many companies can state that they’ve been around for that long. Levi’s jeans are reliable, in which they’re long-lasting and comfortable, and durable, as in tough the rip or tear or decay. These make the company trustworthy and credible. Also, Levi’s Strauss & Co. has good motives, as they try to produce great quality and stylish jeans for men and women all over the world to wear. The company’s identity is, “Original Quality of clothing that never goes out of style”. In short their slogan is, “Quality never goes out of style”. The company’s audience isn’t targeted to one group or one gender of people, the audience is everyone from any age, young to …show more content…
The commercial shows people from different age groups, there’s a toddler, teenagers, young couples, and elders. The commercial shows all of these people in different scenarios. Everyone is either happy or having a good time and if someone becomes upset, they usually calm down and move on with their day, they never stay upset. The music used is upbeat and exciting. Also there’s words being shown during the commercial that say, “Wear them, dare them, share them, love them, wash them, don’t wash them, rock them, roll them, unbutton them, button them, work them”. Then it ends saying, “Don’t just bore them, Live, Live in Levi’s”. All of these are prime examples of the company’s ethos and how they use pathos and their logo throughout the commercial. The pathos the commercial uses are the “words, images and sounds that can arouse emotions and elicit physical responses”, as the definition states. From the start of the commercial, the people are seen putting on Levi’s cloths that show either the stitched patch I explained about earlier or the company’s logo. Also, as I stated before, there are words shown throughout the entire commercial stating things that consumers can do with these

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