Levi Strauss & Co. president and chief executive officer John Anderson is on a campaign to maximize the power of the iconic Levi’s label around the world and has beefed up the firm’s executive ranks in a bid to position the company as a true global powerhouse.
Anderson took the reins of the San Francisco-based denim giant in November 2006, but his first major initiative and the influence of his extensive background working in international markets didn’t show until last year. It was during the second half of 2008 that the company unveiled a global campaign devoted entirely to the iconic 501 style. The “Live Unbuttoned” campaign was the brand’s first worldwide advertising initiative and coincided with a retooling of the 501 button-fly jeans style.
During a February conference call to discuss year-end results, Anderson credited concentrating the company’s marketing might behind the 501 with spurring sales around the world and, more importantly, helping to reclaim market share in its largest and most mature markets. Levi’s as a group spent $297.9 million worldwide on advertising in the year ended Nov. 30, according to its annual report. The core Levi’s brand accounted for about 76 percent of sales in 2008, or roughly $3.27 billion, an increase from the 73 percent of sales for which the brand accounted in 2007 and the 70 percentof sales in 2006.
The campaign proved an eye-opener for Anderson.
“That really showed us that when we put all our energy behind a single message and drove it globally that we would be very pleased with the results,” said Anderson. “It also reinforced us being a global brand.”
However, the campaign exposed organizational issues that may have prevented the company from getting the maximum leverage out of the Levi’s brand in the past.
“We weren’t set up to drive a global campaign,” Anderson said. “Coordinating that to make sure we had a common point of view was quite complicated.”
Premium denim brand Citizens of Humanity is giving a twist to T-shirts through a collaboration with artist Will Lemon.
The Huntington Park, Calif.-based company is sprucing up tanks, short-sleeve Ts, tunics and three other women’s spring styles with Lemon’s technique of blending screen-printing with hand-painting. A tank top pops in a blue snakeskin print mottled with what resembles neon oil spills, a gray scoop-neck T-shirt is enlivened with a bold splash of azure and ruby raindrops fall all over a yellow tank dress. All will retail for approximately $135.
“I envisioned an outdoor scene and I first saw a snake sunbathing in a field of tall, verdant grass,” said Lemon, whose previous fashion collaborations were with Marc Jacobs and MAC. “I also imagined a small stream with a slight waterfall nearby and these first three images that were there in my mind became the metaphors for the prints that eventually ended up on the T-shirts.”
Cut from a soft, light cotton knit, the pieces are also washed and dyed by hand at Citizens of Humanity’s laundry.
“The collaboration with Will is a highlight of the special things that we can do,” said Adriano Goldschmied, executive vice president of design at Citizens of Humanity, which also owns his denim brand GoldSign. “We own already a lot of technology and know-how that we can apply to our T-shirt. We own our own dye house and laundry. Our goal is to make something different.”
Choosing to collaborate with Lemon helps Citizens of Humanity differentiate itself from competitors in a challenging economy as it seeks to expand its jeans business with complementary categories such as T-shirts. Goldschmied said the company is also considering applying Lemon’s screen-painting technique to jeans and men’s T-shirts.
Image and article from WWD.com
Sarah Jessica Parker and Cynthia Nixon both wore two of the season’s latest denim trends (really would we expect anything less from the SATC girls?) Sarah Jessica Parker wore a pair of high waist jeans, while Cynthia Nixon wore a pair of white boot cuts! Sarah Jessica also wore a pair of white jeans, to film a retro scene (maybe a flashback?) Who else is excited for the sequel?
Images from justjared.com & Celebutopia.net
After it’s founding almost 40 years ago, Gap still remains an iconic brand. To celebrate its history, the brand is launching a concept Gap1969 concept store on Carnaby street.
In true Gap style, the store will be open for 19 days and 69 hours. The three story store will feature strictly limited washes and styles, 69 of each, that will be numbered and stamped.
The store will also feature designs from Ed Hardy, Albertus Swanepoel and photographer Garance Dore, who will host the debut of Pharell William’s collection.
Music has always been an integral part of Gap’s history, and the concept store will be no different. Many different breakthrough artists will be playing but opening day will kick off with VV Brown followed by Taio Cruz.
On opening day you will be able to purchase limited edition, Gap