Business Wars Denim Wars | Lord of the Flies | 5
Nov 16, 2020
Dive into the intense rivalry of the denim world in the '80s as Levi's leads the pack but faces fierce competition from Lee Jeans. Discover the impact of innovative stone washing aimed at women, and the nostalgic return of Buddy Lee driving modern marketing. Explore the corporate tensions at Levi's that threaten employee morale and learn how shifting consumer preferences are leading to their decline. Amid financial challenges, hope looms with potential partnerships and strategic shifts.
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Bluebell Boardroom Battle
- Bluebell CEO Kimsey Mann and Chairman Ed Morris clashed over a takeover bid.
- A stockholder vote ousted Morris after Mann called for abolishing the chairman role.
Lee's Stone-Washing Gamble
- Mark Amalfar introduced stone-washing to Lee Jeans, hoping to soften denim and boost women's sales.
- Lee's market share grew from 4% to 10% with the new process and the "Lee, the brand that fits" campaign.
VF's Power Play
- Wrangler's parent company, Bluebell, struggled with debt after fighting off takeover attempts.
- VF Corporation, Lee's owner, acquired Bluebell, creating a denim powerhouse to rival Levi's.