Levi Strauss And The Black Jeans

Levi Strauss And The Black Jeans
Denim has been a part of American culture for more than 100 years, and is common all over the
world. It has developed over the years and has become a central part of most people's wardrobes.
Denim went beyond just the pair of blue jeans and is used to make shirts and jackets, increasing its
value as a fabric. I strongly believe that there are very few articles of clothing that are as versatile
and easy to wear as a pair of jeans. With that said, I feel that jeans will be a staple in fashion for
both men and women for many years to come. The origins of denim come from a man named Levi
Strauss, who saw a need for type of pants that would last longer. The jeans would mostly be used for
laborers during the Gold Rush in the late 1800s. So, on May 20, 1873, Levi Strauss and his financial
partner Jacob Davis created the blue jeans (Our Story). His brand, Levi Strauss and Co., also known
as simply Levi's has become one of the most well–known denim brands in America. Little did Levi
Strauss know, but he would be the catalyst for one the most iconic and durable garments of clothing
to date. It wasn't until the 1930s that denim became an item that was worn in everyday life rather
just a pant to wear while working. In the 30s there were many Western movies with cowboys
wearing denim jeans, which became very popular for Americans (History). In the 1940s, during
World War 2, the denim overall was introduced and was worn by off–duty soldiers (History). This
was the time that brands like
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Claude Levi Strauss 's Structuralism And Structural...
Claude Lévi–Strauss a well–known French anthropologist and ethnologist whom was known for his
structuralism and structural anthropology. He was also known as the "father of modern
anthropology." Lévi–Strauss was born November 28, 1908 in Brussels, Belgium. On October 31,
2009 in Paris, he died at the age of 100. Coming from a Jewish family, his father was Raymond and
mother was Emma Lévi–Strauss. Most of his childhood years he lived in Paris, where his father
became a portrait painter that eventually filed bankruptcy. Lévi–Strauss was not the only person in
his family that was well known for his inspirations to society. He was also the great–grandson of a
music conductor who worked with Duke Louis Philippe and Napoleon III. He studied law at the
University of Paris, then, he taught philosophy to high schoolers for two years in two different
places. One in Lycée Victor Duray and Laon in Northern France. His wife, Dina, was a professor of
ethnology, where he became interested in the same field. Later on, his received a recognition to
become professor of sociology at the University of São Paulo. From 1935 through 1939, Lévi–
Strauss organized several ethnographic expeditions in Brazil and in the Amazon. Ever since then he
has used anthropology to help him figure out the differences between human kind such as
civilization. Since Lévi–Strauss was from France, he wanted to know how they moved forward in
civilization. What were the philosophies that inspired them?

Analysis Of Claude Levi Strauss 's ' Black As Slacker...
Claude Lévi–Strauss was a French anthropologist who believed that the myths created and told by a
society could be a window into the beliefs and conflicts of that society. As a Structuralist, Lévi–
Strauss saw stories as language and sought to understand their underlying grammar. This he
believed centered on pairs of opposite ideas, held by the culture, but creating tension within it – the
raw and the cooked, the sacred and the profane, and so on. School of Rock, a 2003 film starring
Jack Black as slacker Dewey Finn, shows the tension between a truly American pair of opposites:
laziness vs. hard work. While in other mythologies it is a trickster character who mediates between
these opposites, the nature of this American pair, and the surrounding culture, make it necessary that
the trickster not remain so; he has to join one side or the other. Claude Lévi–Strauss sought a
scientific approach to the interpretation of the meaning of myths. To perform an analysis, he would
first collect every version and variant of a myth possible. Each version would be broken down into
its individual plot elements, and these elements were then plotted on a chart to show how they fit
together. The charts would be compared across variants, and eventually the true meaning of the
myth would emerge. Any scientist knows that a large data pool is indispensable for getting good
results. Unfortunately, there is only one School of Rock. Though I cannot be so thorough as he
would have liked, the

Structure, Sign and Play in the Discourse of the Human...
‘Structure, Sign and Play in the Discourse of the Human Sciences' (Derrida, 1978: 278 –293) may
be read as the document of an event, although Derrida actually commences the essay with a
reservation regarding the word "event", as it entails a meaning "which it is precisely the function of
structural – or structuralist – thought to reduce or suspect" (278). This, I infer, refers to the
emphasis within structuralist discourse on the synchronous analysis of systems and relations within
them, as opposed to a diachronic schemata occupied with uncovering genetic and teleological
content in the transformations of history. <br> <br>The event which the essay documents is that of a
definitive epistemological break with structuralist thought, of the ... Show more content on
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The "guiding thread" Derrida chooses is Levi–Strauss' opposition between nature and culture. (I am
in parts paraphrasing elements from page 282 – 287). Derrida writes that Levi–Strauss encounters a
scandal, which is the "incest prohibition" (283). The scandal is in that the prohibition is
simultaneously universal and thus natural, while also at the same time as "a system of norms and
interdicts" (283): it is cultural. The contradiction encountered by Levi–Strauss is that the difference
established in the nature/culture binary opposition is erased or at least questioned. Due to this
erasure of difference the origin of this prohibition becomes unthinkable as the "whole of
philosophical conceptualisation is designed " (283/284) to leave the possibility of the
conceptualisation unthinkable, that is, the meaning of the construction of meaning, difference
having been erased, becomes itself impossible to bring to account. <br> <br>Levi–Strauss, by way
of this realization, is forced to move from metaphysics to metacommentary (cf. Jameson, 1988)
because even though he

Essay on The Pros and Cons of Ethnographic Reflexivity
The Advantages and Limits of Ethnographic Reflexivity
Awareness of writing choices generates an appreciation of the reflexivity of ethnographic research.
Reflexivity involves the recognition that an account of reality does not simply mirror reality but
rather creates or constitutes as real in the first place whatever it describes. Thus 'the notion of
reflexivity recognizes that texts do not simply and transparently report an independent order of
reality. Rather, the texts themselves are implicated in the work of reality–construction (Emerson et.
al., 1995:213).
According to Robert M. Emerson and colleagues, reflexivity is a method in which the ethnographer
is aware that his/her writing choices are shaped to acknowledge the ... Show more content on
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In her ethnography she writes how she had to reconstruct her "self" in order to fit in to Japanese
society. She looked Japanese but she did not act the way a native Japanese would act. Her
informants than taught her how to act like a native and in this process she began to understand
aspects of the Japanese culture. She mentions:
These factors perhaps gave me a certain kind of participatory understanding of certain aspects of
Japanese society. It also meant that, once I became an active participant in various groups (family,
factory, etc.) my knowledge was circumscribed. For example, therefore did not have free access to
certain people, and I could not ask certain questions that a foreigner less aware of indelicacy could
have posed with impunity (84).
In forming a self in Japanese society she notes that one is more accessible to gaining further
understanding about the culture being studied. Thus, she critiques the traditional ethnographic
methods because she finds that older text make objective assumptions that are not necessary the
reality of a culture. The assumptions than are seen as the true reality and full understanding of a
culture. On the contrary, reflexivity "implies that ethnographic knowledge is intrinsically incomplete
and relative" (84). Thus she suggest, that the best path to studying cultures is to acknowledge our
bias, assumptions and that of our informants to trace the "parameters, the

Essay on Levis Case
Levis Case
1. Do you think that Levi's was correct to keep the Levi Strauss name on its Signature line? Or
would it have been better off creating a completely new brand name? Present both sides of the case.
Take and justify a position.
I don't think they were correct to use that brand name because the Levi Straus is bringing down the
Levis name. Personally I would not buy Levis jeans anymore if I knew that there were such low
price Levis jeans around. It degrades the brand to the eyes of the higher end customers.
2. What do you think Levi's image is among the following? What are the marketing implications of
your response?
a. Tween girls (aged 10 to 12) (I don't think they will necessarily have a strong opinion, at this age
jeans ... Show more content on Helpwriting.net ...
5. Repeat Question4 before and after the introduction of Levi's Eco. What are the marketing
implications of the differences?
Levis Jeans, affordable to very expensive, not so cool because of too much diversity, for all ages.
Now saying that Levis Jeans are for everyone and so loosing its value in the eyes of consumers.
6. Which of the six environmental activism segments discussed in Chapter 3 (p. 90) does the Levi's
Eco jean appeal to most? Explain.
The Levis Eco will appeal mostly to the True Naturals because they express deeply felt
environmental concerns and tailor their actions and purchases to these beliefs. Since the jeans are
made out of organic cotton, the True Naturals will be very appealed by it since they are for saving
the environment.
7. Given what you know about organic buyers from Chapter 3, do you think Levi's Eco helps Levi's
with younger consumers? Explain.
Given what I know, Levis Eco brand will not interest the younger customers because in the most
part, the younger don't really pay attention to environmental issues and so having organic cotton
jeans will not impress them to the point that they will buy it for that matter.
8. Do you think there is a core image of Levi's that can survive across the wide range of prices and
outlets that it operates in? What is it?
I don't believe there can be just one core image about Levis because it has such a wide variety of
brands. Levis will be seen as whatever each customer thinks of what

Jeans During The Gold Rush
Jeans are something that we think it is a fashion statement but they aren't. The real reasons jeans
were made for is for miners during the gold rush. The person who made them was a guy named Levi
Strauss, but he didn't intend on making them he wanted to make tents and wagon covers. He made
pants that were made for working into a style forever. Man, that is a lot right who knows. Levi
Sounds familiar right I mean it should. Levi was original from new york and traveled to California
to get rich. He wanted to make wagon covers and tents for the miners but no one was in the market
for them. Then he made a type of pants that could withstand the mines. Then when the miners came
home word spread that it could stand the Ruf conditions of the workplace.

Analysis Of Andrew Sarris 's ' Odyssey '
Andrew Sarris, a renowned film critic, clarified the Auteur Theory to be the notion that "the way a
film looks and moves should have some relationship to the way a director thinks and feels," and that
"good directors express style and theme across their body of work," (Stam 89; Sampson, Lecture
8.2). Although director Jonathan Glazer has a diverse body of work, his personal themes and style
are able to shine through across all visual mediums, thus proving him to be a good director,
according to Andrew Sarris's interpretation of the Auteur Theory. In his "Odyssey" commercial for
Levi Strauss, his music video for "Rabbit in Your Headlights" by Unkle, and his film Birth, the
combination of his themes of persistence and unclear identities, along with his style of capturing
people's faces and use of tracking shots reveals his worldview that human beings are complex and
strong entities. The theme of persistence is prominent among the three mediums. The "Rabbit in
Your Headlights" music video portrays the persistence of a will to survive in a lone man who is
walking on a busy road. Cars keep hitting and knocking him down, but he gets back up every time.
Despite the hits and presumed physical pain, he persists and endures until finally, a car hits him but
he remains standing, and the car suffers more impact. The Levi Strauss commercial portrays a
similar persistence in that the runners, no matter how many walls stand in their way, they break
through them and continue to run. At the

The History of Levi Strauss & Co. Essay
The History of Levi Strauss & Co.
Idly standing on a busy street corner, one cannot help but observe a plethora of denim whiz by.
Entrepreneur Levi Strauss is the man responsible for creating the booming market and generating a
trend in clothing that has swept the nation for nearly 150 years. Through a steady commitment of
quality and reliable service, Levi Strauss & Company became one of the most successful business
ventures to come out of the 19th century. However, history for this company has not been all
peaches and cream. Nearly every business must face crisis from time to time, but it is the unique
ability of Levi Strauss & Co. to move on after each adversity, that has made them what they are
today.
In 1829, Hirsch ... Show more content on Helpwriting.net ...
As the years went on, Levi'âs continued to enlarge itself to become a common household name.
Critical junctions of the Levi Strauss Corporation included additions to the company, shifts in
power, new products, markets and ideas. Some made progress, while others caused digression. One
example is of tailor Jacob Davis, who proved to be a defining point in Levi'âs success. In 1873,
Strauss accepted Davis' idea of adding metal rivets to the pockets of his pants, thus making them
stronger. "His riveted pants were a smashing success," (Gromer 94). This addition, as tiny as it was,
greatly impacted the company. Within a year, 20,000 pairs of these jeans were made (Goldish 34).
Until his death in 1902, Levi Strauss continued to improve the quality and appearance of his
products. Trademark additions still present today include two orange arcs sewn into the back
pockets and a leather patch of, "two horses trying to pull apart a pair of Levi's jeans. The company
wanted to show just how tough it's fabric really was," (Goldish 35) . Following the originator's
passing, power resided in many different hands. Levi Strauss' family took over the reigns of his
company in the beginning of the 20th century, and maintained presidency until 1928. Succeeding
Levi's nephew Sigmund Stern as President, was Walter Haas Sr. For majority of the time between
1928 and 1999, The Haas family ran the Levi corporation. Lapses occurred

Parts Unknown Summary
5. Anthony Bourdain's "Parts Unknown" show can be considered anthropological because it is
giving the audience a glimpse into the lives of people from other cultures. When he travels to these
countries he is getting a look as well as documenting the worldview, eating habits and practices,
politics, family, religion , economics, subcultures, music and entertainment, social structures , as
well as customs, values and beliefs of the people in that area. I think the show is successful because
it can give you a raw unfiltered look at other cultures without the sugarcoating, and people are
taking part in anthropology when watching , and they might not even recognize it.
6. Culture is definitely experienced differently by members within a given society. These
experiences are shaped by various factors including class,education,religion, and upbringing, and in
some cases race and gender depending on the society. A wealthy businessperson may have
completely different interactions with police than would a minority individual in a poverty stricken
environment. A person who prefers to live ... Show more content on Helpwriting.net ...
It is important to approach everything, including a cup of coffee, with a holistic perspective in order
to better have a grasp of what the consequences of your actions are and to better understand the
processes of what it requires to attain it. Coffee is much more than the warm tasty beverage that gets
you up and keeps you charged throughout the day. The fact is, many people take the products they
consume for granted and do not consider the impact that this consumption has on the environment ,
for example deforestation in order to plant more, the lives of the workers who produce the coffee,
and drivers who transport the coffee, (which leaves a substantial carbon footprint) , to the business
practices of the those who distribute the coffee. The fact is , a lot goes into that cup of coffee, and it
affects more people's lives and appears to be more interconnected than one might

Assessment of Levi Advertising Campaign Essay
Assessment of Levi Advertising Campaign
Levi's have been around for more than a century. The company was established in 1853. In 2003,
Levi Strauss & Co. was 150 years old. In 1873 their founder, Levi Strauss created the first blue
jeans. From the mid 1950's onwards, jeans have been especially associated with particular types of
male American youth heroes, including James Dean, the young Marlon Brando, & their Sixties
followers – heroes who have become symbols of youth & rebellion in almost all areas, spanning
over 5 generations of American & global culture.
When Levi's were first brought out, their target audience was youths, teenagers. Unfortunately as
time went on, the teens that had ... Show more content on Helpwriting.net ...
To keep this idea their target audience was teenagers, younger, fresher, with more money to spend.
Young people had their own spending power as consumers, following the hard times of the war,
when, it seemed, everyone had a lot more money than anticipated and wanted to spend it on
fashions and lifestyles. A new group of people to suck into the ever expanding trade, looking for
heroes to follow, and interests to pursue, Levi's used this opportunity and has drawn repeatedly on
the idea of the 'rebel'.
Levi's new advertising campaign introduced a creative new idea, involving a man and a woman
recreating the impression of 50s America. All the advertisements in this series revolved around this
same idea of people finding the person wearing the jeans desirable. The scenarios ranged from
launderettes to beaches, all featuring an emphasis on physical attraction and most of them set in a
public place.
However Levis didn't predict what sort of impact this commercial campaign would bring to the
population of teenagers. The result was massive, the number of Button Fly 501's sold in 1987 was
over 20 times that of 1984, due to this break through in commercial advertising. Everyone wanted to
get their hands on a pair of 501's.
The adverts denote that wearing Levi's is cool, sexy, stylish and, although being a casual fit, they are
versatile in the sense

Levi Strauss & Co : Global Sourcing
Levi Strauss & Co.: Global Sourcing As several brand names of businesses continue to grow in the
United States, most companies continue to search of different ways to maximize their profits. One
of the most common ideas businesses have is to harness the potential of global sourcing. Global
sourcing has been one of the many keys for owners to expand the territory of their companies.
Besides the fact of low cost, owners want to expand their products line in other countries for many
beneficial reasons. This benefit includes increasing supply capacity, gaining access into resources or
skills that are unavailable domestically, learning how to do business in a potential market, and
having an alternative supplier to increase competition. With all these benefits included, it is obvious
that companies such as, CISCO, IBM, Microsoft, Google and Oracle wants to participate in global
sourcing. The companies that recently been listed are five of the largest companies to obtain a huge
amount of profit from opening up their businesses overseas. Between these companies, they
accumulate up to 262 billion dollars in profits. Of course, not every company has the ability to
attract as much popularity to their products overseas; it takes plenty of planning and research to
invest the company's products in global sourcing. One company that decided to invest in global
sourcing several years ago is a company by the name of, Levi and Strauss. As a corporation, one of
Levi Strauss & Co. main

Levi Strauss Case Study
Introduction:
This paper deals with the marketing strategies for the Levis Strauss brands to become the
top brand in the world in various kinds of jeans and other apparels. Levis Strauss is having the
75% share in the GWG but allowed them to maintain in their own way. The GWG was also the
first to produce pre–washed jeans and had a good position in the market. GWG and Levis Strauss
Canada were concentrated on the high class people and not much concentrated on the retail
market with this one the new firms enters in to the market and the production rate of the GWG
and Levis Strauss has declined.
Company Background
Levi Strauss was founded in 1853 first and foremost selling dry goods in the wholesale clothing
market. The company was ... Show more content on Helpwriting.net ...
Both Levi's and GWG brands have been affected by the popular brands, new trend brands
and private label market of jeans.
In the market retail sales of Levi's jeans in Canada earned to $980 million. Men's
segment accounts 50% of sales and the women's segment accounts for 46%of sales in the
year 2001.

Research course– week Assignment # 1 December 13th 2010
LEVI STRAUSS CASE STUDY
6
From the case study of the 20 years sales comparison chart of Levi's and GWG. There is a drastic
change
in the market GWG as it has no profits. The account fell down to 2 million from 8
million within the span of 10 years which is a huge loss in terms of business
Competitors had consequences in the Levi's market due to heavy advertising and branding. Top
most brands like Tom Hilfiger, GAP and Wrangler affected the market by the branding the
product for the high end customers.
Like adding fuel to the fire, recession has affected the Levi's jeans sales, which can be seen from the
statistics that the
customer rate had declined and average income has also declined from year 2004 to
2008.
Market Analysis and Competition
The Gap, Calvin Klein, Tommy Hilfiger, Diesel, and Guess,

Media; Levi Jeans Campaign Essay
Why in your opinion, was the Levi Strauss 501 campaign so successful?
The Levi Strauss 501 advertising campaign was so successful in 1984–1990 as it attracted the
typical American teens selling independence, sexuality and physical good looks, representing the
perfect figure and body. It illustrated a complete lifestyle to the teenagers world. Admiring the
fantasy of idols James Dean and Marlon Brando, all connecting to the Levi guys (jeans) in the
adverts, giving the impression of a sensual, healthy radiant aspect, to the gazed audience. Falling for
the act, teens still continued to buy the different types of jeans, whilst new ideas were being
designed. People realise now it was just a pretence illusion. Although these shams still occur ...
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This particular one reads 'Now available stonewashed!' Relating back to when he places the stones
in the machine to be washed. Each storyline in the commercials have an unpredictable ending. The
adverts kept changing, the colour of the jeans changed from blue to black. They purposely did this
to make more money because since World War 11, people had more wealth. The teens had to be in
with the latest fashion.
There is plenty of iconography throughout the adverts. The image of a dark, muscled, tanned bloke
appears in each advert. This independent, sexy guy is in it, as it will attract more customers to buy
the jeans, thinking they will be like him (or the Levi's girl, who is stunning, free and healthy too).
The camera will constantly focus on the jeans, encouraging you to buy them. American styles
emerge in every advert. A good example is the sunsets. Usually at the end, a car (or Harley
Davidson) will disappear into the sunset leaving with happy thoughts. Or skyscrapers will crop up in
the background reminding you it originated in America!
The red label on the jeans means everything so it is repeated frequently, many big close ups are used
on them. At the beginning of each advertisement music commences. The song will always relate to
that specific advert. 'The Launderettes' song is by Marvin Gaye, 'Hurdle Through the Grapevine'.
The lyrics will constantly link to the story. This idea of

Triangle Shist Corporate Reputation
As a consumer, do you consider a corporation's reputation before consuming their product? How
often do you choose a product based on the corporation's values and social responsibility? A
corporation's reputation is the overall estimation in which it is held by its internal and external
stakeholders based on its past actions and probability of its future behavior (Harrison). The world
economy is far more interconnected than it used to be and global corporations, especially, have
more competition than ever before. Meanwhile, the internet and new technologies have
democratized thought leadership and reputation, giving millions of consumers a voice in a
corporation's reputation and brand (Doorley, Garcia 2011). A company 's reputation and ... Show
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Although not all companies are successful at truly embodying what it means to be green, even
companies that have been synonymous for contributing pollutants and greenhouse gasses spend
millions trying to convince stakeholders that they do. It's often these last two dimensions of CSR–
social and environmental, that either embroil a corporation in controversy or allow it to serve as an
exemplar in good ethical business practices.
On March 25, 1911, one of the deadliest industrial disasters in US history took place in the Asch
Building in New York City, where the Triangle Shirtwaist Company factory was housed. A fire
engulfed three floors of the building where 146 immigrant garment workers perished from fire,
smoke inhalation, and falling or jumping to their deaths (Wikipedia, 2016). What was once a
common practice to lock the doors to stairwells and exits during the work day, to prevent
unauthorized entry or theft, served to trap workers in the inferno. It was later found the
subcontractors of the owners Max Blanck and Isaac Harris, had been undercutting profits and
exploiting the workers (Kheel Center 2014). Since then, laws to regulate workplace safety as well as
labor unions and groups have been established to advocate for better workplace conditions and fair
treatment of workers. Although the United States has come a long way in

Why the Levi Advertisements Were Successful Essay
Why the Levi Advertisements Were Successful
Levi's began to manufacture jeans around the 1870s, and jeans were originally working men's
clothing. During the 1950s people aged 13–19 became known as teenagers, prior to this people were
all either children or adults. Jeans became popular clothes for teenagers because they were seen as a
sign of rebellion against parents and authority. The jeans wearing teenagers then grew up and
become parents meaning that the next generation of youngsters saw older people wearing the jeans
and refused to wear them. This forced jeans to become unfashionable throughout the early 80s. In
the mid 80s Levi's hired a highly successful advertising company (Bartle Bogle ... Show more
content on Helpwriting.net ...
These may be indicating warning, or danger. There is excitement in the air. The next shot shows the
man lowering himself into the bath, with the cooling water in this scene being a dramatic contrast to
the heat and excitement previously, however the way the water seeps over the mans crotch are a
would be for many very sexually attractive. At the end of this commercial the text "Now available
pre–shrunk" is displayed. In the past jeans would not be available pre–shrunk, and people would
often sit in the bath to help mould the jeans to the shape of their bodies. As these advertisements
were set around the 1950s, when jeans would not be available pre–shrunk, we assume that the man
was sitting in the bath to shrink his jeans to his body. In this advert the image of a typical single
male seems to be portrayed. The man is conventionally good looking, with a good body, and we are
led to believe that he is meeting a girl. This is how a lot of young men at that time would wish to be,
meaning that many viewers would believe wearing the jeans would make them more good looking,
and more likely to get a woman.
Advertisement 67 shows the text "Now available stone washed" at the end, as in the past people
would also often wash their jeans along with stones to create a stone washed effect. This features
another conventionally good–looking man again, walking into a laundrette. He walks in and

Capitalism And Urbanization In America
Urbanization already took hold on the east coast and slowly transitioned to the west coast.
Capitalism and industrialization found a new home with the mass immigration waves.
Manufacturing and mass production of clothing led to the popularization of these jeans. The
"influence of clothes" often plays a central role in the manifestation and preservation of social
standards. An emerging consumer culture emerged from the mines and from the need for
clothes that would sustain extreme elements and long laborious work schedules. Identity
becomes an important issue with the advent of mass consumption. Consumption in many ways
changed social norms during this time. Elements like dynamics of personal identity and mass
consumption reveal how cultural values are in constant cycles of being made and remade through
every day transactions.
Mass manufacturing of textiles and clothing arguably directly or indirectly affected the
economic growth of California and even the west coast. Additionally, mining booms in the west
demonstrated the growing co–dependency of economies across the globe. Social and Economic
growth of the gold rush affected the United States. Additionally, while social upheaval reshaped
the population of the eastern U.S., the Pacific coast, instantaneously grew from an outpost to an
economic region rivaling affluence of the eastern establishment.
Men's wear became an expanding industry in the late 1800's. It even preceded the
Women's

Virginia Hazing Law Case Study
1. The alleged facts that gave rise to the plaintiff's case was that during the University of Virginia's
(UVA) Men Swim team introduction or 'welcome week', the plaintiff along with other freshmen
UVA swimmers were subjected to hazing that included acts such as, physical and mental abuse,
force of obsessive alcoholic beverage intake, false imprisonment, and threats of sodomy against the
freshmen swimmers. According to the plaintiff, if the underclassmen did not comply with any of the
requests or duties that the upperclassmen told the underclassmen swimmers to complete, they were
forced into dangerous and life threatening acts. However, when the head coach was informed about
the heinous acts being performed by the upperclassmen, the coach simply informed the plaintiff that
he could practice separately from the team. Unfortunately, the coach informed the plaintiff
practicing during a different time from the rest of the team would not guarantee protection from any
future attacks. These acts against the plaintiff from the upperclassmen of swimmers on ... Show
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In regards to the case article, the Virginia Hazing Law states that the way that a court can rule for
the plaintiff with a claim of hazing is if the plaintiff has been suffered bodily harm with physical
signs. Therefore, the plaintiff who brings up such claims has the burden of proof to bring medical
documents and/or photos that prove the claim of hazing, which was accompanied with bodily harm.
Unfortunately, this was a problem for the plaintiff in this particular case. In the case of hazing within
UVA Men's Swim team, the plaintiff filed a claim against the defendants of hazing. However, the
defendant, in agreement with the court, stated that the hazing of the plaintiff could not stand because
the plaintiff did not acquire any physical bodily harm from the alleged hazing. In addition, the
plaintiff did not seek medical attention to support his claims. Therefore, the claim does not stand
under the Virginia Hazing

Temperance Brennan
Author Kathy Reichs is a New York Times bestselling mystery author, professor of anthropology at
University of North Carolina– Charlotte, and is one of only 82 people Forensic Anthropologists
board certified in North America. She is a busy woman, there is no doubt about it. Reichs graduated
from American University with a Bachelors in anthropology in 1971. The next year, she got her
Masters in physical anthropology and got her PhD in physical anthropology in 1975, both from
Northwestern University. She also shows FBI agents how to detect and recover human remains, and
is able to identify and separate commingled remains. She also served as an expert witness for the
defense in Casey Anthony's murder trial, and in Rwanda for the United Nations ... Show more
It will talk about the novels: "Deja Dead", "Death du Jour", and "Virals".
"Deja Dead"
This is the first novel in the "Bones" series released in 1997. Temperance Brennan has devoted her
life to justice, even for people that she did not know. A year ago, she left behind a bad marriage in
North Carolina, and her work has made it hard for her to get to know the town of Quebec. A female
corpse has been found dismembered in a meticulous way and stored in trash bags. She goes in
search for a killer, after she sees a horrifying pattern involved. Her daughter and her best friend are
put in danger because of her search.
"Death du Jour"
This is the second novel in the "Bones" series released in 1999. It is a cold winter in Quebec and
Temperance Brennan has gone digging for bones, this time for Sister Elisabeth, who is a candidate
for sainthood as she has been dead for over a hundred years. She digs where her grave is supposed
to be. Brennan finds an odd small coffin in a decaying church. It provides a nice distraction from
what she is supposed to be doing; looking at and identifying burnt, twisted bodies from a chalet that
burnt. Brennan is supposed to investigate, and to help her is Andrew Ryan, a homicide detective that
does not get along with

Levis Commodity Chain
Commodity chain can be refer to a series of organizational process of production, as well as
consumption, transportation and disposal in the global economy. In today's world, most productions
of goods involve commodity chain, For instance, Jeans, is classified as a category under pants, and
people wear jeans in numerous occasions. As for jeans, which is a commodity that is extremely
essential to everyone across the globe, it is considered as unavoidable, for we are both directly and
indirectly make contacts with jeans on a daily basis, an average American would wear up to two
pairs of jeans during the year of 2008, and this number is continue to increase. In particular,
Americans love Levi Strauss, also known as Levi's, it is a company known worldwide that is
privately held and mainly produces denim jeans. Furthermore, Lewis is the largest manufacturing
company of jeans production in the world due to its superb quality, the founding father of Levi's,
Levi Strauss also co–founded and patented Jeans in 1873. Levi's is a vertically integrated company
which means it owns or has owned factories at all levels of production, the production of Levis is
spread around the globe. First, nearly 95 percent of its products are made from cotton, the cotton
Levis uses is mainly grown in China, US, and India, Levis chose these three locations for their
cotton production is because these three countries alone produce two thirds of world's total output.
Second, more than 70 percent of the

Cheap Prices: The Hidden Consequences Essay
Superficially, one cannot imagine how cheap prices could ever do any wrong. The customer gets to
save plenty of money, and the store gains more profit from new customers searching for a good
deal. Even though this may be the common notion, most people cannot see the damage being done
to companies around the globe. Countless numbers of businesses have been forced to bankruptcy
because of the demand of big chain companies, such as Wal–Mart, forcing them to cut their prices.
Because big chain companies that sell low prices, like Wal–Mart, cause business to file bankruptcy,
lower their prices to unprofitable lows, and outsource their jobs overseas cheap prices can easily
have harsh consequences. The harshest consequence low prices cause is ... Show more content on
Helpwriting.net ...
Three years later, Lovable closed (Fishman). This only one example of how Wal–Mart puts pressure
on companies to sell their items at a low cost, even if that means a decreasing profit. To try and
avoid the pressure of bankruptcy, many businesses are forced to send their companies overseas
where lower wages temporize their decreasing profit. Business with Wal–Mart, for example caused
Levi Strauss to close down their last two factories in the United States. Twenty–two years prior,
Levi had 60 factories and was considered one the most socially responsible corporations on the
planet (Fishman). Today, Levi has outsourced all of their factories, and imports all of their clothing
(Fishman). Although Wal–Mart does not directly force companies to outsource their factories, they
have a great influence when they demand lower prices for the products they purchase. Business
must result to outsourcing jobs when Wal–Mart puts increasing mandates on companies to continue
to lower their already low prices. For example, Wal–Mart started selling Vlasic pickles in a gallon
jar for fewer than three dollars, which was unheard of in a regular grocery store (Fishman). To the
eye, what's wrong with getting more product for less money? Realistically, Vlasic was only making
a cent or two for every jar. As the popularity of the jar increased, a higher demand was being placed
on Vlasic to supply more and more pickles.

The Origins Of Structural Anthropology
Ari Lotter
Ms. Kasurak
HSB4U1
26 September 2015
Claude Levi Strauss
THE ORIGINS OF STRUCTURAL ANTHROPOLOGY
Structural analysis, at its core, is an attempt to comprehend things beyond the system of human
understanding. It's meant to be an objective, purely scientific approach untarnished by human
cultural and social systems. Claude Lévi–Strauss saw this pure science being applied in linguistics,
among the social sciences, and applied its objective principles and methods to anthropology.
Structural linguistics is a method of analyzing languages, broken down into signs, both syntactically
and lexically. Signs, in a structural context, are associations between concepts and means of
expressing those concepts. Comparing opposed syntagma and signs in this exploded arrangement
permits understanding of linguistic associations (syntax, etc.). By examining the paradigmatic
relations between signs, and diachronic syntagmatic configurations (something Lévi–Strauss applied
heavily in his theories about structural mythology), a basic objective understanding of the langue in
question can be gleaned from examples of its verbiage.
Ferdinand de Saussure, the linguist who explained language as a structure of signs, developed his
ideal method of a purely analytical science of linguistics in part because he was aware of the
impossibility of understanding exactly how the human mind creates and understands language. By
approaching language from a structuralist point of view, he was attempting to

Levi Jeans: Showing What Women Are Made of: an...
Many women believe Mary Kay Ashe said it best when she observed, "While clothes may not make
the woman, they certainly have a strong effect on her self–confidence – which, I believe, does make
the woman." (educators.fidm.com). This observation simply means that a woman's appearance can
have a tremendous influence on how she really views herself. Two advertisements from the world
famous Levi's Jean Company portrays this concept of self. One advertisement from a Seventeen
magazine published in 1954 presents four women standing in a posed position, showcasing various
types of Levi clothing attire. Another advertisement, published fifty years later, in 2009 in the W+K
magazine presents a different view by drawing the viewers attention to ... Show more content on
Helpwriting.net ...
This brings out her inner rebel and proves that she is a young girl with an immense amount of self–
confidence. Also, it is evident in the advertisements that society's view on what an attractive woman
looks like has changed throughout the years. In the 1954 advertisement, the women look older and
have shorter hair. In the current ad, the woman is much younger and thinner, with very long, straight
hair and appears more casual than the 1954 advertisement. The 2009 ad advertise a more casual
Levi's, which also shows that the clothing style itself has drastically changed over time. An evolving
concept of female independence is conveyed through the various images in each advertisement. The
1954 advertisement features four women standing outside of a building, wearing casual Levi's attire.
Each of the four women are very conservative in their clothing style, wearing high waist pants and
showing hardly any skin. This adds a polite and old–fashioned feel to the advertisement. The 2009
advertisement represents a more modern day clothing style by showing the back view of a topless
young lady, wearing only muddy and baggy Levi jeans. In the 1954 advertisement, each woman
demonstrates an affirmative attitude with her pleasant facial expression, which brings about this
optimistic feeling of self the women have established. Although the facial expression is hidden in
the 2009 advertisement by only allowing the

The Factors Of Production Of Jacob Davis
Jacob Davis
The Factors of Production
Capital– In the beginning Jacob Davis used his own money to manufacture the jeans. But when the
jeans became a huge success, he didn't have enough money to file a patent application and therefore
asked Levi Strauss to help him and they filed a patent together.
Raw materials– He used heavy duty cotton "duck"/ "denim" fabric for these pants reinforced with
copper rivets.
Labour– The original making of the jeans was done by Davis alone but once he started working with
Strauss, the first pants are said to have been made by seamstresses in their homes however later in a
factory owned by Strauss in the city.
Entrepreneurship– Davis planned, organised, lead and controlled everything as a tailor. But once
Strauss started working with him they both played equal roles and worked together to ... Show more
He just had an observation that metal rivets made horse blankets stronger to use. (He noticed this to
his previous dealings with manufacturing tents and horse blankets) He used the same metal rivets on
jeans to see if it made them any durable and it did. Being a tailor also gave him a lot knowledge
about materials already. He also observed that workers needed stronger materials for their pants that
was comfortable, cheap and available in even bigger sizes then the usual. This lead to motivation
and the desire to design such a material.
Which leadership style has Jacob Davis adopted in managing his business?
Davis initially ended up working for Levi Strauss and Co. So he didn't truly own the business. But
when he was a tailor he was a democratic leader. He never had employees work under him due to
the fact his business was rather small. His idea didn't really involve any suggestions from anyone
but the fact that he eventually worked together with Strauss makes him a democratic leader because
he allowed Strauss's input and they had lots of communication amongst them.

How Did Levis Impact The World
Levi Strauss woke up one day, not knowing that he would impact the world forever. You maybe be
asking, "What in the world did Strauss do?" He was the one who invented Genes! (Or What we call
nowadays Jeans.) Here is some back information about Levi Strauss' life. He was born February 26,
1829, in the city of Buttenheim, Germany. He has six siblings and he was the youngest. Growing up
in Germany for him was hard because he was Jewish. When Levi was sixteen, his father passed
away from a disease. This was the time where he moved to America. After a few years, the Gold
Rush came into play. He decided that it would be good opportunity to make a business. So he
moved to California to find some inspiration. In the 1850's he moved from New York to California
where he opened a shop selling supplies to miners. ... Show more content on Helpwriting.net ...
He was making covers for the 49ers but then he decided to make pants instead. He didn't think that
this would make an impact. It was just one of the normal things that people sold in the shop. He
named the jeans "Miners Pant's" and that's where everything started. But people saw it as something
different. Miners loved the pants so much it became super popular. In a matter of time, Strauss was
working so hard for everyone to get at least one pair. Soon he edited his pants once again and started
to use blue denim (Which are pronounced 'Genes' in French but in English it is 'Jeans') for his pants.
Then soon in 1872, Jacob Davis, a Nevada Tailor, sent a letter. He requested something that he
couldn't do. Adding rivets or what we know, pockets. Jacob didn't have the money to complete the
patent process so he decided to tell Strauss. And so, the jeans we know and love were

Anthropology
Anthropology
Anthropology what a vulnerable observer you are! You may well have to jump into the arms of the
scientists if you are going to try to keep your grass hut at the academy! –– Ruth Behar
Debates on the role the reflexive plague the field of cultural anthropology as postmodern critics join
the bandwagon attempting to claim authority in this dubiously recognized discipline. In the
borderline realm between the sciences and humanities, cultural anthropology has tried to find a
niche in which it can comfortably rest. For many, this has been in building a foundation of the
methodical. If anthropology can classify, categorize, and synthesize, it can assert its legitamacy to
the glares of academia. However, in the attempts to ... Show more content on Helpwriting.net ...
The anthropologist is not a data classification machine. The anthropologist is a human being with
specific angles, interpretations, and background. Reality is perception. By reading ethnographies,
we are learning from other's perception. The range of approaches is specifically what gives this
discipline it's richness and depth. Johannes Fabian in Remembering the Present: Painting and
Popular History, comments,
Which and whose reality? Once the ethnographer has ceased to think that being in touch with reality
and truth is guaranteed by following the rules of scientific investigation, the outcome of contests and
confrontations cannot be a victory of one kind of knowledge over the other. (p304)
Fabian in this ethnography beautiful depicts his role to give the reader a sense of the dialogue and
exchange.
When two cultures interact, the exchange itself reveals insight. Fabian does not dismiss this in his
ethnography. Like a stone thrown to water, the anthropologist cannot attempt to study the
environment without the acknowledgement of the ripples he/she creates. An example of Fabian's
reflexivity is as follows,
Perhaps Tshibumba sensed my incredibility and imagined the explanations I might come up with.
That is why he made sure I understood what he wanted to accomplish with this painting –– to create
a kind of presence. (p300)
In this example, Fabian shows the reader how his presence may have an effect on the data. With the
use of the word "perhaps", he

Levi 's Strauss And Co Essay
Levi's Strauss & Co
Two years after his father's passing, Levi Strauss immigrated from Buttenheim, Bavaria to New
York with his sisters in 1848. His two older brothers owned a dry goods business called "J. Strauss
Brother & Co" located in New York City. After becoming more familiar with the trade and how the
business worked, he traveled to California after word got out about the gold rush in 1853. Levi
wanted to keep up with the demand, so where there were people looking for their fortune through
gold, he was there making pants for them and the people who worked in tougher conditions.
Levi received a letter around 1872 from a loyal customer of his. Jacob Davis was a tailor from
Reno, Nevada loved his design of pants and continued to buy from Levi because of the pant's
quality. He had a proposition for Levi. In this letter it proposed on collaborating on a new design for
pants were using metal rivets on the sections that go through the most strain, would make the pants
last much longer. Jacob came to Levi because Levi was already established as a businessman and
was familiar with the trade. Also he needed someone that was familiar with the trade to put this idea
into action. Levi agreed to patent the idea. On May 20, 1873, the patent was given to Jacob Davis
and the Levi Strauss & Company and the " blue jean was born."
The iconic "blue jeans" were originally called "XX." In 1886, Levi had a two horse logo branded
onto a leather patch which represented the strength

Levi Strauss Consumer Research
Introduction
The purpose of this account planning report is to conduct and analyse consumer research data
regarding Levi Strauss & Co. jeans and their need to focus on the Australian male youth market.
Levi Strauss & Co. has lost their competitive edge throughout the years and is looking to re–
establish their brand and entice new consumers to purchase their products. Throughout this report I
will develop a consumer insight to the campaign, draft a set of communication objectives and offer
other recommendations for this account. In preparation for this report, I interviewed a young male
regarding his attitudes, behaviours and perceptions towards Levi Strauss & Co. jeans.
Profile the consumer
Demographic
The consumer that was interviewed for this report is a male aged 20–34 and is a university student.
The young male is an only child and currently, lives with his father and stepmother in an apartment.
He is not financially responsible for anything other than his own purchases. The consumer's family
is of Italian nationality and they're religion is Christianity.
Geographic
The young male interviewed currently resides in an apartment in the Sydney suburb of Abbotsford.
The male stated that he is part–time employed at both ANZ and Qudos Bank Arenas in Homebush.
Psychographic
The young male considers himself to be categorised as 'upper middle class'. He enjoys a range of
hobbies, recreational activities and interests such as soccer, playing video games, watching
television,

Levi's and You Essay
Every day millions of people put on their durable denim jeans without thinking where they came
from or how they got there. When in fact those jeans have had had quite the controversial journey.
There are two billion jeans produced annually according to the Environmental Justice Foundation
and your pair is one of them. How many gallons of water, fertilizer and chemicals do you think went
into them ? These are questions that make many of us cringe and they are questions that need to be
answered. The production of these jeans is such an intimately global event that we all play different
roles in their production and consumption. So now lets take a deeper look at where those Levi's
really came from and see how global it really is. Jeans have ... Show more content on
Helpwriting.net ...
In the late 19th century they weren't troubled with the artificial ageing process like we are now, that
came in much later and the most dangerous part of build jeans today. The original tailor Jacob Davis
was the man who pitched the idea of a tougher pair of jeans to Levi Strauss. He decided that it was a
sound idea for his clothing business and ultimately the two went into business together in 1858. In
1908 The Levi Strauss Company went global with their jeans "Two Horse trademark is registered in
Japan"(Levi's). The quick globalization of their jeans was a foreshadow of things to come for the
Strauss company. By about 1985 all Levis are stitched overseas except one line and this is because
"The garment industry's economies of scale are long gone." (global post). The United States lost its
advantage in the denim market long ago when the US labor wages rose and the wages abroad in
emerging markets was dirt cheap. The unionized labor here in the states was not cost effective and
that can still be seen today. The price of a pair of US stitched Levis is going set you back $150–200
according to eBay whereas outsourced Levis will cost between $20–50 according to eBay's latest
prices. So immediately you can see the effects of the lower cost of production In Mexico and
Thailand, allowing Levi to sell their foreign jeans for much less even after they have traveled
around the world. Let's take a look at how

Launching The New Engineered Jeans Essay
Launching The New Engineered Jeans
2.1 Introduction
The outline bellows gives an overview of the new engineered jean that
Levis will be launching
Product
A top–end Jean in straight cut that is fits snugly and is flattering, well cut using the engineered
technology
Price
£90
Target Segment
Fashion conscious female
18–35yrs
2.2 Objectives of the Launch
============================
* Break into Womenswear Market
* Re–launch Engineered technology to emphasise fit
* Make consumer aware of new product
* Increase sales of engineered Jeans
2.3 The Marketing mix
2.3.1 Segment
The Women's market has been the by far the strongest sector in terms of increased sales since Jeans

sales began to boom in ... Show more content on Helpwriting.net ...
Attracting customers is all about having a really good fitting Jean" (Drapers Record, 6/3/04)
Levis can use the engineered technology as a basis to promote a Jean that is a perfect fit.
2.3.3 Price
By placing this product at the top end of their price bracket, Levi's will add perceived value to the
new jeans, emphasising the benefits of this product.
2.3.4 Period
Denim has been widely predicted to be a strong trend in Spring/Summer
2005 (Drapers, 27/7/04) . Levi's should launch the new product in the middle of this season, as the
look is taking off, ensuring that the date is not to close to the launch of a new range of Jeans from
Calvin
Klein, also to be launched in this season (www.wgsn.co.uk 27/8/2004)
2.3.5 Promotion
With the exception of some recent Printed Adverts, Levis have not advertised an women–specific
product since 1996 (Foster, 03/2004).
Levi's are not currently attracting the target segment for this new product, so it will be important to
produce a strong promotional campaign that makes the consumer aware of how the engineered
Jeans have developed.
"Younger Consumers are definitely influenced by the presence of celebrities" (Mintel, 04/03)
Celebrity endorsement is a strategy that has worked for Gap (www.wgsn.co.uk,
31/10/04). Levi's have previously worked with Beyonce Knowles (www.mtv.co.uk,
19/11/04). Working with Beyonce again to create both printed and television will be beneficial as
she is perceived as stylish

A Rhetorical Analysis Of Levi's Ads
In its Go forth campaign, Levi's successfully advertised its Jeans to millions of American audience
by evoking personal emotions of longing to escape financial struggles, in this particular case, the
average class American male. Levi's used textual tactics to market it Jeans to American males who
are frustrated of the poor stagnant economy due to the recession. In its print ad, it featured a man
wearing jeans floating upside, care free in the air, his shirt was ripped open while his tie flew out
along with a text in bold letters stating, "Let the average man be divine. (Levi's Ad: Go Foreword
campaign)" The most denotative meaning in this ad is to go out and purchase Levi's Jeans in order
feel great in them. This ad is trying to portray that ... Show more content on Helpwriting.net ...
The exact meaning in this ad is the image of three youths celebrating at night with fireworks in their
hand as it lite up the sky along with a text that states, "Now is our time." Although this word is very
short, it is very powerful to the youth audiences that view this ad because of the direct personal
connection they have to the message. Young Americans who view this ad will feel as through the ad
is directly speaking to them through the usage of youth and celebration. Millennial audience who
view this ad will also interpret it based on their experience as the young and future generations of
America. The code of youth and a future opportunity as well as new beginnings is at work in this ad
is signified by the lite up the sky and the text, "our time. (Levi's Ad Campaign: Go Forth )" The
celebratory lightening signifies a brighter tomorrow and a better future, giving hope and aspiring
young people while making them declare it by not only addressing them, but through applying an
inclusive term in that idea of a better tomorrow by using the inclusive word "our. (Levi's Ad
Campaign: Go Forth )" The motif of youth as having the future in their hands and making a better
change is embedded in its signs and signifier as well the cultural ideals of youth. It draws upon the
societal idealization of youth as having heavy influence and power, and attempts to convey to young
people that they are the future. It tells them to stand up and take the opportunity to make a greater
future for themselves and create their own legacies. Hence, when the millennials generation see this
ad, they inspire to be the youth of the future as depicted in the ad and strive to live up to the ideal
and expectations of being the young people that are destined to shape

Techniques Of The Body By Marcel Mauss
In this essay I will be discussing body techniques; how they are acquired and how they are
forgotten. Referring to French sociologist Marcel Mauss I will take his ideas and explore them
further. I will also discuss how individuals can become 'dosile bodies' a phrase coined by Michael
Foucalt and how his arguments support Mauss'. Marcel Mauss's observations of the varying body
techniques among humans may be deemed obvious, but in reality we never stop to notice or think
about them. Staring, walking, drinking are basic activities that groups of people rehearse daily. This
essay explores why and the way we do them, and questions if they are learnt, can they be forgotten
or changed?
In 1934 French sociologist Marcel Mauss wrote an article called "Techniques of the Body". Mauss'
article outlines his personal experience of the First World War and the need to change 8000 spades
in the trenches because English troops were unable to use French spades. This is because the French
had learnt a different way of digging compared to the English, and learning to use the other type of
spade could only happen by slow learning. To capture the way in which we are formed by these
learned techniques of being and doing, Mauss coined the term habitus defined as 'the techniques and
work of collective and individual practical reason.' (Mauss, 101: ... Show more content on
Helpwriting.net ...
Mauss used the example of children and their ability to squat. This was a body technique which was
applicable to that time. As technology and society constantly advances in its discoveries, it is only
natural that body techniques mirror this movement. Body techniques and social norms run parallel
to understanding each other. Maybe body techniques can be forgotten, but are always replaced by
new skills like using an iPad rather than playing a game of conkers; suggesting it is dependent on
the specific day and

Binary Oppositions And Its Impact On The Context Of Culture
The subject of binary oppositions is one that had been discussed lightly for a while before symbolic
anthropology became the popular approach, but it was not until this movement that the subject was
fully explored. Symbolic anthropologists examined binary oppositions in the context of culture,
investigating how rules were formed as a result of these contradictions. The four main theorists of
symbolic anthropology all have different opinions on what binary oppositions mean to culture;
however, all of them agree that culture must be organised in some way and that binary oppositions
play a role this organisation. Claude Levi–Strauss's theory of binary oppositions was extremely
influential in the anthropological world and fueled the reaction seen among the other
anthropologists discussed here in this paper. Levi–Strauss proposed that binary oppositions are used
to give things meaning; he argues that they act as organising principles of rituals and myths and
construct the thought patterns of a culture. This can be seen, for example, in the way he examined
and deconstructed myths: he asserted that every myth contained one or more sets of binary
oppositions, saying that "all narratives have to be driven by a conflict that was caused by a series of
opposing forces" (Levi–Strauss 34). This quote demonstrates how his believed all myths and rituals
were based on universal contradictions. These contradictions within a myth are what it seeks to
resolve within its narrative. In

Levi's Stp Analysis
–––––––––––––––––––––––––––––––––––––––––––––––––
Assignment for :
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FASHION MARKETING MANAGEMENT
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On:
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STP ANALYSIS ON LEVI'S DENIMS IN CHENNAI NIFT
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By :
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SRINIDHI.R (MFM/12/ 84)
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INDUSTRY ANALYSIS:
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The apparel industry is comprised of clothing, accessories and shoes. It can be segmented into
menswear, womens wear and childrens ... Show more content on Helpwriting.net ...
In 1847, Levi Strauss, his two sisters & mother sailed for America wherethey joined half–
brothers Jonas & Louis in New York. Levi joined their dry goods business. In 1853, Levi sailed
to San Francisco to join dry goods business and started selling clothing, bedding & linen to
small stores in California.
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In 1902, Levi died and his two nephews inherited the business. In 1910's, LS&CO. received
"Blue Ribbon" highest award for waist overalls in Panama. One–piece garment for women was
introduced to work and play. In1930's, the Great Depression stroke & demand for Levi's jeans,
shirts and jackets declined. .
–––––––––––––––––––––––––––––––––––––––––––––––––
In 1991, the first original Levi's store was opened in United States. In 1994, Dockers brand was
introduced n Europe. It launched its first website in 1995.In 1996; it introduced its Slates ® brand, a
new style for menwearing. In 1999, classic 5 pocket pants were reinvented. In 2000, LS&CO.
introduced Levi's ® engineered jeans TM, the reinvention of jeans for the new generation. It named
No. 2 for America's best companies for minorities.
–––––––––––––––––––––––––––––––––––––––––––––––––

In 2003, it celebrated its 150th anniversary of its founding and 130th anniversary of invention of
blue jeans.
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BRANDS OFFERED BY LEVI'S:
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Ethics: Environmental And Ethical Dilemma Of Blue Jeans
Introduction: Blue Jeans The consumer product chosen that I like is Levi's blue jeans. They are very
comfortable for daily wear, it's very durable and has long life. Jeans can be generally worn in any
climate and suitable for most of the events that happens in our day to day life. While being a
comfortable wear, jeans are also good example of aesthetic design and in terms of fashion, it's
always in trends of style. Being such an iconic product in the market for fashion industries and
product I love to wear, it also come with downsides regarding environmental, safely and ethical
dilemma. Environment and safety: Textile industries in general has huge impact on our
environment. As jeans being one of the most popular product, it has one of the highest
environmental impacts. Here, I will briefly ... Show more content on Helpwriting.net ...
As the demand for jeans is high, there a need for high supply so most of the manufacturers choose a
route which make them save more by compromising the quality and misuse of harmful chemicals
and care less about our environment. Above that they want to find the cheapest workers and
sometimes being exploited due to its working conditions and threaten the workers' lives due to the
harmful chemicals. There is huge amount of toxic materials involve in its life cycle. These issues are
critically ethical problems. Fortunately, companies like Levi's and other organisation have started
committed to decrease or minimise the environmental damage in the production of jeans. Levi's
have ditched the sandblasting method and adopted sustainable ways of manufacturing jeans. They
encourage to reduce water footprint, recycle, reuse. According to study, it takes about 7600 L of
water to make a pair of jeans, but now Levi's jeans decreased to 2835 L of water which is a lot of
saving when the production is in that scale. Technology and engineering,

The Root Causes Of Mass Immigration In California
The decision to shift into mass production was one that was spurred on my industrialization and a
wider demand for the product. Not only were jeans easier to make in the factory, they were created
more efficiently and in bigger volumes. With the wave of mass immigration, came a significantly
larger working class who all needed work wear that could withstand the job's demands. Ultimately
the decision to mass produce was an economic and practical one.
Only decades after, the movement of mass proportions was propelled by the discovery of gold in
California territory. As such, it ended with the inundation of this region by a wave of largely
unwelcome immigrants from all outside corners. Immigrants like Strauss and Davis sought to cater
to the needs and tastes of a more diversified populace. Even today, San Francisco has a minority–
majority population, with a Caucasian ratio of less than half. This facilitation of diversity makes
California a distinctive region. Out of which came Levi Strauss jeans, an object of American
iconography with an enduring longevity.
A flood of diversity experienced at this time compares early California to the biblical Babel.
Population growth was so staggering that the availability of gold nuggets scattering the countryside
to people of all stations purported a mass immigration that instantaneously grew by tens of
thousands, eventually reaching hundreds of thousands. Racism and prejudice are root causes of
immigrants heading west. Just as miners

Levi's Changing Position Of Levi Strauss
1 LEVI'S BRANDING POSITIONING STATEMENT
Content
Product
Description
& Formulation
Value
Proposition
& Credibility
Packaging
Description
Price
& Distribution
Strategy
Core
& Extended
Identity
Promotion
Strategy
3 4 5
6 7 8
BRANDING POSITIONING STATEMENT LEVI'S 2
Levi Strauss, the inventor of the quintessential
American garment, was born in Buttenheim,
Bavaria on February 26,
1829 to Hirsch Strauss and his second wife, Rebecca
Haas Strauss; Levi had three older brothers and three older sisters. Two years after his father
succumbed to tuberculosis in 1846, Levi and his sisters emigrated to New York, where they were
met by his two older brothers who owned a NYC–based wholesale dry goods business called "J.
Strauss Brother & Co."
Levi soon began

Saussure's System For Evaluating Linguistics Essay
In "Course in General Linguistics", Saussure does two things to develop his system for evaluating
linguistics: he chooses language as his linguistic object and he only incorporates factors into his
model that can be said to be true of all languages over all time. The net result is a very high level
and flexible classification structure, which is more intent on making a developmental framework for
evaluating linguistics than necessarily providing tremendous insight into it's more concrete aspects:
rudiments like structure, meaning, morphology, syntax, or phonology.
Others, including Levi– Strauss in "Structural Anthropology", have used
Saussure's methodology to develop their own models for study in different aspects of human
society. But ... Show more content on Helpwriting.net ...
But I feel he still needed to explicitly say it: 'that despite all the differences between languages, I
have identified these invariants to be true over all time, and I believe this is because of certain
specific commonalities between all humans, particularly the human desire to create and maintain an
effective and convenient system for communicating ideas with one another.' Levi–Strauss' additional
step provides a sense of completeness to the process; that is to say that the last step provides the
'why' and 'what' while Saussure's method provides the 'how'.
Incorporating the Levi–Strauss step gives us a new line of thought to ponder: engineering and
design. Going through the steps: "Structural Anthropology" first hypothesizes that myths exist to
provide people with anecdotes to help explain the unanswerable questions of their society such as
life versus death or love, etc. Then Levi–
Strauss applies Saussure's method, designating a mythological object, in this case the myth itself,
and then determining a set of invariants true to all myths. The most interesting of these invariants is
the use of categories to deconstruct the events of a story into specific event types, which are
common across all myths. And finally, Levi– Strauss uses his myth decomposition to draw
conclusions about the myth's moral and, by extension, the society that uses this myth.
This

Taking a Look at the Structuralism Movement
Structuralism
The foundation of the structuralism movement began with the idea that this was new theory. The
structure of influence came from a combination of three anthropologists. Levi Strauss took the ideas
of Marcell Mauss and Emilie Durkheim and applied them to the structure of cultural anthropology.
His argument was that few factors separate us from apes/other animals due to language, culture, and
myth. The use of structuralism is a relatively new and highly controversial theory. "The Academy of
Anthropology sees structuralism as elements of human culture and they must be understood in terms
of their relations to a larger, over arching system of structure." The school of phenomenology in
Germany began from 1910–1930. Developed through Ferdinand de Saussure he proposed that
languages were constructed full of hidden rules that practitioners know but are unable to articulate.
The fundamental way of thinking about the world; this predominantly concerned with the
perception and description of structures.
1. The idea of wholeness, internal coherence
2. The idea of transformation, new material constantly by and through it
3. The idea of self regulation, no appeals beyond itself in order to validate its transformation
procedures
The argument is that structure of human thought processes is the same in all cultures and these
mental processes exist in the form of binary oppositions. The element of culture must be understood
in term of their relationship. The structure

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