For over 140 years people have been customizing Levi's 501 jeans. Levi’s invented blue jeans and it's still the world’s denim leader, but with increased competition, the old-schooler is looking to boost its brand (and sex) appeal with youths Levi's now finds itself at the intersection of old and new, striving to maintain a well-established brand and cultivate new fans, a generation raised on multiple choice, on demand availability via digital channels—and the well-honed ability to vote on brands with their discretionary dollars. “Making icons matters, but you have to continue to innovate.” tells James Curleigh, brand president told the US National Retail Federation trade show that happened last month, Levi’s wants you back, and it's listening. A very inspiring talk from James 'JC'.....
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