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.

Pal Zileri – Top Fashion Brand

Pal Zileri has been one of the most popular names in the fashion industry today. But where did this brand really start and who is behind it? Let’s find out.

Pal Zileri is a fashion house based in Vicenza, Italy. It specialized in men’s fashion, including formal and casual wear. Founded by two Italian designers Barizza and Miola in 1970, Pal Zileri is actually under the fashion house Gruppo Forall. The beginning of this fashion brand is aimed toward the aim of becoming a major player in the high-end fashion, which is what they are now. The brand takes high quality, exceptional corporate culture and production process as the cornerstone of its success.

Some of the collections include Pal Zileri Concept, which is their line of casual clothing for men for leisure; Pal Zileri Sartoriale, the brand’s premier collection of luxurious, comfortable and elegant men’s clothing tailored for perfect fit; and Abito Privato, a custom service label within the collection exclusive to loyal clients looking for tailor-made men’s wear.

Aside from having a number of stores and retail outlets all over the world, it also offers home service to some clients who needs more personalized tailoring services from any parts of the world.

The brand takes its pride for providing the best and latest in the fashion industry, which is reflected with the materials used in every product they made. Fabrics are chosen from some of Italy’s finest mills to ensure quality, satisfying the demand of the company’s high profile clients. The brand is also known for their excellent craftsmanship which shows their distinctive Italian style.

Always wanting to be true to their tag as “100% Made in Italy”, Pal Zileri has resisted the trend of shipping their production to offshore factories which offers low production cost. Unlike other fashion brands, they still rather put the premium on their products against cutting cost and degrading quality.

Tips For Creating a New Fashion Brand

As a child, I was confident that I would be a rich and famous fashion designer when I grew up. If pink nail polish, and designer jeans were the prerequisite, I was surely on my way. Color blocking was not an option in those days. Black shoes were the only staple, so I knew it all. In my first meeting with the fashion design high school, I was quickly shut down because of my inability to sketch. “Well, you would need to know how to draw and sketch,” the middle aged admissions counselor smirked. He then embarked on a fifteen minute lecture as to why my inability to do the latter would make fashion designing a rather formidable task. “Ouch!” My budding ambition, oversized ego, and teenaged self esteem, felt my pain in unison. “Imagine what skills I would need to become a lawyer,” I rationalized to myself.

Fast forward to the world of design software, computers, outsourcing and the internet. I am sure that the inability to sketch wouldn’t be frowned upon as such for fashion designing. It is never too early, or too late to develop your talent and innate ability as a fashion designer. Feel free to indulge in and create your new fashion brand if you are 12 or 55 years old.

Research your market. Who are you targeting?
Get inspiration from the key players in fashion.
Use Skype to set up business meetings. This cuts down on traveling costs.
Use social networks to interview people you know.
These interviews will give you ideas for present and future projects.
What can you contribute to make your fashion unique?
Add the wow factor that will make your designs stand out.
Brainstorm with friends and family to get as many ideas as you can.
Use friends and family for advertising your designs.
Wearing your design helps to get your brand out there.
“Where did you get that top?” This means a potential customer.
You will probably be on a budget, so utilize the internet for its low overhead to start out.
Weigh the advantages and disadvantages of online vs. offline.
Based on the above, choose the method that works best for your fashion brand.
Create a blog to help with your marketing efforts.
A professional website is a must have for your new business.

Once you have everything in order, go fast and hard promoting your new fashion brand. Good results will fuel your motivation, and inspire you to work harder.