Lucky brand jeans and a bottle of water: a little bit of the future
A little while ago I wrote about the new Levi’s brand jeans that are now available in Australia.
I didn’t expect much.
In fact, I expected the brand to disappear from the market.
But Levi’s hasn’t gone away.
The jeans that were first made in Japan are now in stores in the US and in the UK, and it seems as if there is no end in sight.
As of March 2019, Levi’s Australia has sold a total of more than 100 million pairs of jeans.
And the jeans have helped the brand attract a new audience.
For the first time in its history, Levi is selling more pairs of Levi’s jeans to Australians than any other brand.
“I don’t think we’ve seen a brand that is growing at such a rate in Australia,” says Simon Cottrell, Levi brand head.
“We are really seeing it in the consumer’s eye.”
So how did Levi’s become so successful?
The company has been making jeans for more than 60 years, and in that time it has adapted to changing consumer tastes and lifestyles.
In Australia, the rise of social media has made jeans a new way of talking about the brand.
Levi’s has now been around for more years than any of the other brands in the country.
A new wave of Australians are also becoming a brand for the ages, thanks to social media, and the company is seeing a resurgence in its sales.
One of the biggest reasons for Levi’s success is the jeans that people are wearing.
Many Australians are more interested in the way their clothes look, and more often than not, they don’t care if they are made in the USA or Japan.
That’s partly because of the popularity of the Levi’s signature fabric, cotton denim.
Levi also makes a range of other products, including leather goods, sneakers, and a range, of home accessories.
Even in Australia, Levi has found ways to appeal to a wider audience.
At the Sydney Fair in March, Levi showed off a range that was sold out of the Australian version of its jeans.
The company said it sold out 100 per cent of the stores in Australia that carried it, and only around 2,500 pairs of denim were produced.
There is another reason why Australians are buying jeans that look and feel like the ones they know and love.
Australian Levi’s is now one of the most popular brands in Asia, according to data from Zaleso, and Australian Levi’s denim has been featured in a wide range of fashion magazines and on TV.
“We’re seeing a lot of interest in our jeans in the United States and Europe, where the demand is growing,” says Cottrel.
It is a trend that will only continue.
More than 40 per cent more Australians now own Levi’s than in 2013.
When you think about it, the jeans don’t look too much different from what you see in the big box department stores, and they are cheaper than the denim from Japan.
It’s an interesting development, and one that is likely to continue for some time.
If you want to read more about how brands are making a difference, I suggest you take a look at this piece from the Sydney Morning Herald, where journalist Tim Reid writes about the rise in the use of social networking and the impact that brands are having on the fashion industry.