Levis Type 1 Jeans

What Were They Thinking
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The iconic company Levi Strauss & Co has been making denim clothing for more than 150 years. The Type 1 line was launched with a massive advertising campaign including a $2 million artsy and misguided Superbowl commercial.

The jeans themselves were good, but Levi’s messed up on the marketing and pricing. Some retailers sold them as high-end jeans for €100, while others sold them for €30. Customers were confused and bought other brands instead. Type 1 flopped and was discontinued in less than two years.

Additional info:

Harvard Business Review - How Levis become cool again

This is the strange commercial for Type 1 jeans:

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