The Creation of Levi's Jeans: Identifying Opportunity and Rebranding

The founders of Levi's Jeans were able to identify an opportunity in the market because they understood the needs of their target customers and the industry. Levi's Jeans became much more successful than their previous ventures due to the magnitude of the opportunity. The founders used the concept of rebranding by using the term 'overalls' to describe their product, which was familiar to their target audience. They also understood the importance of making the product both familiar and new. By adding rivets to the pants, they created a slight improvement on an existing product, capturing a significant portion of the market and generating high profits.

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