Business Wars Denim Wars | Cowboys & Indigos | 1
Nov 2, 2020
In the 1930s, Levi Strauss & Co. faces the Great Depression's crushing impact on denim sales. As demand spikes thanks to a cowboy craze, Levi's and rival Lee rush to capitalize. The podcast humorously captures a duel of denim brands and their shift from workwear to trendy fashion. Amidst this, Wrangler enters the fray, with Rodeo Ben crafting jeans tailored for cowboys. The changing consumer landscape and clever marketing strategies fuel a fierce competition that reshapes the denim industry forever.
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Levi's and the Great Depression
- In 1931, Levi Strauss & Co. faced declining sales during the Great Depression.
- CEO Walter Haas refused to lay off workers, using family funds to keep the company afloat.
Dude Ranches and the Rise of Jeans
- Dude ranches became popular in the 1930s, boosting demand for jeans as tourists sought Western attire.
- This created competition between Levi's and Lee, as both brands catered to this new market.
Levi's at the Golden Gate Exposition
- Levi's exhibit at the 1939 Golden Gate International Exposition featured a puppet rodeo, showcasing their western heritage.
- This boosted brand awareness and led to increased orders from new regions.
