Levi’s – Fashion Brand or Denim Icon?

Denim icon. There are a multitude of fashion brands in the market, especially in the jeans market, however none achieve the iconic status and brand salience as Levi’s. The fortified and unique image of the Levi’s brand allows them to not only be the most recognised but dominate the jeans market from markedly more expensive competitors. Levi’s can be mentioned in the same breath as Diesel, Ralph Lauren, Calvin Klein and Evisu, and in certain parts of the world they are considered a luxury brand; in southern Europe and parts of Asia and South America they are regularly preferred to designer labels.

An icon imbues legendary, revolutionary, original and unique qualities that are fully recognised and accepted by a large audience. An icon is a revered figurehead that is truly respected and regarded as a leader of their element. An icon that effuses a heritage of innovation and originality through 150 years of social and economic change and still remains at the vanguard of its field becomes a personality and a part of one’s life.

On a global scale people look to Levi’s for authenticity, originality and dependability, in other words they see it as the ‘real deal’. Worldwide Levi’s is accepted as an American icon, an idea furthered by creative images of ‘the jeans that built America’ and the global audience put their trust into the Levi’s ‘institution’ that embodies history, innovation and expertise.

As one would expect from a leader, Levi’s justifies its iconic image by their hand in consistently setting new trends, re-designing the marketplace and raising the benchmark for quality and satisfying consumers’ needs. Respect is not earned cheaply, and an icon is nothing without it. Levi’s through their values in integrity, empathy and courage have ventured and developed a high ethical conduct and social responsibility; observed from the 1960 Levi’s integrated southern plant, the positive representation in their advertising of older, disabled, black and ethnic people, through to the Community Involvement Teams and the Levi Strauss Foundation. These initiatives are not overlooked by the socially and ethically aware audience that now exists and thus the worldwide respect and trust put into Levi’s is regularly consolidated.

Another fact that confirms Levi’s iconic status is its longevity in remaining the most popular and respected denim brand that people want to be associated with. The history illustrates this: the 1950s Hollywood movies depicting the ‘biker boys’ cool image, the 70s Levi’s wearing ‘Saturday Night Fever Culture’, clothing the U.S Olympic team and the ‘Blues 501’ popularity in the 80s, and the cutting-edge unforgettable communications of the 90s up to the current day. Original creative ideas like ‘Laundrette’, ‘Flat Eric’, ‘Clayman’, ‘Twist’ and ‘Odyssey’ represent milestones in solidifying the global Levi’s appeal and raising its position up on a pedestal, akin to the status of an icon.

Endorsed by history and consolidated by the unique encapsulating imagery and communication by the advertising medium, Levi’s has ceased to be a mere fashion brand and has become an international symbol of continuous innovation, quality and dependability. Henceforth considering the range of appeal, from cowboys to skaters, and the depth of its global status, it remains very difficult not to accept Levi’s as the denim icon.

Why Chanel Remains A Popular Fashion Brand

Chanel is perhaps one of the most recognizable fashion brands in the world, especially for women’s fashion. The logo has become a symbol of quality designer fashion and cool chic which many women dream of owning, whether through a pair of earrings, handbags or the fashionable dresses that are worn by celebrities worldwide, as well as those who know their fashion. When a well known celebrity appears on television or just out on the street on their day out with a Chanel product, you can be sure that the demand for that item would instantly increase overnight. With young women, the popularity can even be extremely overwhelming as many stores retailing Chanel products constantly run out of stock for the more popular products.

One of the reasons why Chanel remains so popular with fashionable young women is the simple designs they arrive at for every category of product they have, such as the cute earrings which are constantly sold out, and Chanel handbags which often adorn the arms of movie stars. They may look simple overall, but the designs also exude an underlying sophistication that attracts the female eye. A lot of care goes into the creativity aspects of designing and the production also pays full attention to details. That also contributes to the high regard with which Chanel products are often held, and another reason why they are considered high fashion items.

A measure of how popular Chanel items can be would be the earrings which quickly sell out in stores. Many fans even try to get their hands on Chanel earrings the moment they are released to the public. Some even travel to the Chanel boutiques in different countries in search of these fashion accessories when the store in their own country do not receive any stock. They are willing to pay for the additional cost of travel and currency exchanges that inflate the cost of the earrings, simply because owning and wearing a pair of Chanel earrings automatically signals to the whole world that you have great fashion sense and high taste. Some women might think that an exaggeration, but it can hardly be disputed that having a pair of beautiful earrings dangling from your ears will increase your personal stock in the eyes of admirers.

Not only have Chanel fashion products become a global icon, even the beauty scents produced by the fashion line have established their own place in popularity stakes. Chanel No. 5 has been a top selling perfume since it was first produced and set free on the unsuspecting public. It has remained the top choice for women worldwide who use perfume despite constant new competition from other brands. And the testimony given by men certainly will not lie, as it is also well loved by the opposite sex.

With the wide ranging products that encompass the Chanel catalog, to continue being so popular and recognized as an established fashion brand is testament to the timeless quality of design that the company produces. Without question, the Chanel brand will stay relevant for years to come, and a top choice for both women and men all across the world.

Fashion in the Present

You know what the latest fashion is? This is not about the highly dramatized fashion launches that happen in fashion capitals like New York, Tokyo or Milan. Those are for the high and mighty. The latest fashion discussed here is the trend and style that has become recently popular in your community. As the world shrinks faster, the styles and trends catch on globally even faster. Fashionable styles and trends set in for two reasons. For the attractiveness and comfort the new trend or style provides. Trend usually evolves through use and adoption and style through mass media. Someone thinks of a fresh way to design and wear a dress with new adornments or styles and if it is eye catching and comfortable to wear, the general public emulates it.

Fashionable wear has evolved from human being’s compulsive need to be different. Uniforms can be termed as the precursor to fashion trends. Uniforms were used to convey affiliation to a collective or an ideology. Basically, advertising the person’s belief or affiliation. From there it spread on to different classes of humanity, different occupations and different age groups. Freedom of expression accentuated the yearning for recognition. Mannerisms and dressing is the nonverbal way of expressing yourself. People think of new ways to express themselves and create new styles. When a new way of dressing appeals to mass public, trends form. Herd instinct kicks in and public emulate the new ways of dressing.

Fashion was considered the domain of the leisure class. Those groups of people who do not have to sweat earning their daily bread or rather who does not sweat at all: The ‘silver spoon’ class. To amuse themselves and to show the world what they are, they used to indulge in finding new ways to drape themselves and hear the ‘ooh!s’ and ‘aahs!’ from common people. Fashion was a statement of decadence. The nineteenth century US economist Thorstein Veblen even goes as far as to state that the clothes should not only be expensive but should make it apparent to the casual observer that the wearer engages in no productive activity. Take that for a fashion statement, father of conspicuous consumption! Gradually the scene changed with the nouveau riche taking part in cultural activities. As this class had earned their wealth and not inherited their fortunes, their fashion had a practical side to it. Conceivably they were the trend setters for fashion to fuse with practicality.

Those are old stories. As any other event in human history, fashion evolved and changed faces many a times. The renaissance and industrial revolution enhanced the disposable income of the so called common man. Conspicuous consumption was no more the exclusive domain of the rich. The common man had the time and money to indulge. And the advent of visual media sped up the spread of trends and styles. People wanted to look better and feel better. With money to spend it was not too difficult. Businessmen with the right sense and timing took advantage of the situation and brought the fashion to common mass through mass production techniques. The result is what we see today. Designer fashion wear available for mass consumption.

Being fashionable is good and fashion is a statement of personality. It projects your personality and tastes. Though some trends may catch on for the wrong reasons, all trends are for the common good.