论文部分内容阅读
从1853年第一条牛仔裤诞生算起,李维斯公司(Levi Strauss&Co,下称Levi’s)已经演绎了160年的传奇,是公认的世界知名牛仔品牌。然而,在过去30年里,牛仔裤已经彻底摆脱了工装的标志,成为像手袋一样的时尚饰品。从ZARA等快时尚品牌,到设计师品牌、奢侈品牌,牛仔裤几乎无所不在。在这个竞争者来自四面八方的新时代里,曾经定义牛仔裤文化的Levi’s却已经渐行渐远。Levi’s的黄金十年已经是30年前的历史了——伴随着牛仔裤市场进入爆发期,1996年它的销售额达到70亿美元。但在那之后,销量便一路下滑。到了2000年,Levi’s在牛仔裤市场的占有率已从31%下降到14%。
From the birth of the first pair of jeans in 1853, Levi Strauss & Co. (Levi’s) has interpreted the legendary 160 years and is recognized as a world famous denim brand. However, in the past 30 years, jeans have completely got rid of the tooling logo and become a fashion accessory like a handbag. From ZARA and other fast fashion brands, to designer brands, luxury brands, jeans almost everywhere. In this new era of competitors from all walks of life, Levi’s, which used to define the culture of jeans, has been lopsided. Levi’s golden decade is already 30 years ago, history - With the jeans market into the outbreak of the 1996 sales of up to 7 billion US dollars. But since then, sales have slipped all the way. By 2000, Levi’s in the jeans market share dropped from 31% to 14%.