Blue Jeans

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Publicat de: Dumitru Bogdan
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Profesor îndrumător / Prezentat Profesorului: Cezara Zaharia
referat engleza, FEAA, Iasi, nota 10


  1. Argument 3
  2. 1.Blue jeans history 4
  3. 2.It’s all in the jeans 5
  4. 3.The denim cycle 6
  5. 4.Denim still tied to jeans 7
  6. 5.All developed markets are now saturated 7
  7. 6.Levi’s makes progress and a profit 8
  8. 7.The market 2010 10
  9. 8.Supply structure for jeans 10

Extras din referat


Whay blue jeans? Because they are the most famous article of clouthing in the world.From the most famous person to the regular person they all weare jeans.They are confortable, elegant,casual,sport and they can be weare in whatever occasion.We can weare them at work,to a party,at home,at school,when you go for a walk They can be weare with all kinds of shoes.

This is why we choused blue jeans.


Blue jeans have been an important article of clothing for several decades. They have risen from being clothes for workers to adorning the most beautiful of fashion models. They have gone from being a symbol of physical labor to one of pop culture and designer fashion. Many useful items have also been created through the recycling of worn out denim jeans. With such a profound history, what can the future hold for American blue jeans?

Denim material was first worn during the eighteenth century, largely due to successful trading practices and the plentiful production of cotton. The cotton material was produced to be durable. It was perfect clothing for physical laborers because it lasted longer and wasn’t easily torn.

The nineteenth century saw the start of one of the most well-known producers of jeans in the world, Levi Strauss. Gold miners, fueled by the California Gold Rush, wanted clothing that would be tough enough to stand up to the physical demands of mining. Levi Strauss began a wholesale clothing business in 1853 in order to provide strong denim clothing to the miners.

The twenteenth century saw blue jeans slowly become symbols of pop culture. The 1930s brought western movies and the American cowboy, who wore blue jeans on the big screen. Seeing many heroes wear blue jeans sparked their popularity. The 1950s fueled the desirability of jeans even more as they became synonymous with teen rebellion in movies and television. The 1960s saw the individualization of blue jeans as people began to experiment with different styles and decorations, such as patches, embroidery, and wild colors. Perhaps the most memorable designs from the 60s and 70s era were bell bottomed and hip-hugger jeans.

Blue jeans reached a zenith in the 1980s when they drew the attention of major designers. Not only were blue jeans being glamorized, created in new styles, and marked with designer logos, but they were also being worn by the top fashion models and television stars of the day. The popularity of blue jeans skyrocketed.

That peak couldn’t be sustained as the demand for more traditional styles of blue jeans decreased in the 1990s. This trend was largely attributed to the idea that young adults didn’t want to wear “their parents’ jeans” and were in search of other fabrics and styles with which to make their own fashion statements.


By a wide margin, denim remains the most popular apparel fabric in the world. Product innovation and the widespread move toward casual dressing, versatility, durability, and the fashion industry are just a few of the reasons for the apparel industry’s denim revolution. A reason for denim’s popularity is that it “truly bridges the age gap”, unlike virtually every other apparel category. So, while fashion changes on a daily basis, denim remains constant.

While most kids don’t want to wear what their parents wear, or even what their grandparents wear, denim is one item you may see everyone wearing during a family reunion. It may not be the same style of denim, but it will be denim.

The fundamental marketing issue in the jeans business is the battle for share that takes place between brands, retailers’ own labels, and “no-name” anonymous merchandise worldwide. The world market is split into the main developed and developing regions, with the three biggest markets for jeanswear - the United States, Europe and China – accounting for 70 per cent of the US $55 billion global denim consumption in 2003.

Earlier this year, a Global Lifestyle Monitor survey conducted by Cotton Incorporated and Cotton Council International, revealed that Colombians own the most denim items (14.7), and own the most jeans on average (7.5 pairs) while Germans wear denim jeans/short most often (4.5 days per week). Nearly one-third of the consumers surveyed say they were planning to purchase the same amount of denim/jeanswear in the next 12 months as the previous year, while 41 per cent of Colombians, 32 per cent of British and 31 per cent of Brazilians, were planning to buy more denim.

In terms of overall demand, the global denim market, led by higher growth in women and children segments, is estimated to grow at three to four per cent annually.

Jeans have long been a cyclical market, being driven in the main by factors such as employment conditions, productivity, fashion trends, lifestyle factors, and celebrity endorsements. Manufacturers and retailers are constantly challenged to maintain the market by staying on top of fads, changing tastes , and consumer desires for different styles of jeans. Keeping up with changes was very difficult in the West from 1998 – 2003. Production shifted almost entirely outside the US, retail chains lowered prices on imports, inventory management became a crucial part in the success of a chain, and consumers’ desire for casual clothing widened to include much more than just jeans.

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