Brand identity

Levis

Levi Strauss & Co. , also known as LS&CO or simply Levi's, is a privately held American clothing company known worldwide for its Levi's brand of denim jeans. It was founded in 1853 when Levi Strauss came from Buttenheim, Bavaria, to San Francisco, California to open a west coast branch of his brothers' New York dry goods business. In 1871, a Reno Nevada tailor named Jacob Davis invented the work pants, combining the tough denim from Levi Strauss with the idea to add copper rivets to key stress points. On May 20, 2006, a historic marker sponsored by the Reno Historic Resources Commission was dedicated at 211 N. Virginia Street at the historic location of Jacob Davis' tailor shop.

In 1873, Levi Strauss and tailor Jacob Davis received a U.S. patent to make the first riveted men's work pants out of denim: the first blue jeans. The company briefly experimented (in the 1970s) with a public stock listing, but remains owned and controlled by descendants and relatives of Levi Strauss's four nephews. The company's corporate headquarters is located at Levi's Plaza in San Francisco.

                                             

i.     What kind of products do they produce?

Mainly jeans, denim products like jackets or bags. Sometimes they do produce t-shirt or other kind of clothing.

     ii.     How are they positioned in the market (eg luxury, mid-range)?

They are positioned in the mid-range in the market.The price of products are acceptable and affordable to most of the consumers perhaps

 iii.     Who is the user?

Teenagers and adults, the model used for the brand are mainly teenagers and

adults.Sometimes, older population will consume such products, it depends.

 iv.     How do they use the product?

That's clothing. They wear that.

v.     When do they use the products?

They can use the product anytime, whenever you want, Levis' clothing are easily mixed and matched.

  vi.     How are the products produced?

Woven and dyed. 

Craftsmanship, Clothing made finer stronger and better

Innovation,designed with purpose.

Sustainability, made of progress.

                                          

vii.     What is the customer service and aftersales care like?

Worldwide shipping, variety kinds of payments,return,gift service.

                                      

  viii. History and heritage .

1853

LEVI STRAUSS & CO. FOUNDED

Bavarian-born Levi Strauss moves to Gold Rush era San Francisco to open a dry goods business. He sold clothes, boots and other goods to the small retail stores of the American West.

1872

THE RIVETS

Jacob Davis, a tailor from Reno, Nevada, teams with Levi Strauss to create and patent work wear riveted-for-strength made of brown cotton duck and true blue denim.

1873

THE BLUE JEAN IS BORN

Jacob Davis, a tailor from Reno, Nevada, teams with Levi Strauss to create riveted-for-strength workwear made of true blue denim. On May 20, 1873 the U.S. Patent and Trademark Office grants patent #139,121 to Levi Strauss & Co. and Jacob Davis for their invention. This is how the blue jean, originally called "XX," was born.

1886

TWO HORSES

The Two Horse logo demonstrates the incredible strength of Levi's® clothing. The logo is first branded onto the leather patch of the "XX" jeans in 1886 and is still used today.

1890

FROM DOUBLE X TO FIVE OH ONE

The original "XX" blue jean is given its iconic lot number 501®.

1895

PERFORMANCE GEAR

Levi Strauss & Co. introduces its first bicycle pants. It only takes another 116 years for us to come out with Levi's® Commuter, a multi-functional performance product designed for the modern cyclist.

1902

A PHILANTHROPIC SPIRIT

When Levi Strauss passes away in September, his four nephews take over the business and carry out his numerous bequests to Bay Area charities serving children and the poor.

1906

RUMBLE AND FIRE

On April 18, The San Francisco earthquake and fire destroy the headquarters and two factories of Levi Strauss & Co. Employee salaries are continued, and temporary headquarters are opened to keep employees working. A new factory is built at 250 Valencia Street.

1908

THE HORSES GO GLOBAL

The Two Horse trademark is registered in Japan and Levi's® global reach begins in earnest with markets like Australia and South Africa soon to follow.

1909

A NEW CLASSIC

This year sees the introduction of fine khaki pants and coats to LS&Co.'s line of clothing.

1912

CHILD'S PLAY

LS&CO. introduces Koveralls for children, a one-piece denim playsuit. This year also sees the introduction of fine khaki pants and coats to the company's line of clothing.

1918

FOR THE LADIES

Freedom-Alls make their appearance. This tunic/trouser outfit was designed to give women freedom of movement and release them from the restrictive clothing of the era.

1928

IT'S OFFICIAL

LS&Co. registers the name Levi's^® as a trademark.

1930s

GO EAST YOUNG MAN

Authentic cowboys wearing Levi's^® jeans are elevated to mythic status, and Western clothing becomes synonymous with a life of freedom and independence.Easterners who wanted an authentic cowboy experience head to dude ranches out West, where they purchase their first pair of Levi's^® jeans and take them home to wow their friends - and help spread the Western influence to the rest of the country.

1934

THEY CALLED THEM "LADY LEVI'S^®"

The first jeans for women, Lady Levi's^® are made of pre-shrunk denim and constructed with many of the same features of the men's 501^® jeans. They owe their feminine allure to a fashionably high, nipped in waist.

1936

RED TAB

The Red Tab is first placed onto the right back pocket of the jeans and the word LEVI'S^® is stitched in white in all capital letters on one side only. The red Tab was created to differentiate Levi's^® jeans from competitors.

1941

WASTE NOT, WANT NOT

Changes are made to Levi's^® products in order to conform to rules set by the War Production Board for the conservation of raw materials. The famous Arcuate back pocket stitching is painted instead of stitched to save thread. The back waistband cinch is completely removed and, to conserve metal, so are the watch pocket rivets. This time period also represents one of global expansion for the brand, showcasing the American icon on GIs overseas.

1950s

BANNED

The 1950s saw denim banned in some schools, especially in the East, for being a bad influence. The portrayal of denim-clad "juvenile delinquents" in movies and on tv led many school administrators to prohibit denim in the classroom, fearing that wearing the rebel uniform would lead students push against authority in all of its forms.

1954

AT YOUR LEISURE

The Denim Family line is launched, thanks to denim’s new appeal as a leisure fabric. And what was once only workwear crosses the line into the world of casual attire.

1960

AHEAD OF THE TIMES

Levi Strauss & Co. opens its first factory in the South. Located in Blackstone, Virginia, the company insists that the facility be integrated at a time when desegregation had not yet been mandated by federal law.

1961

KIDS THESE DAYS

The new, slimmer silhouettes of the 1960s inspire Slim Fits, a 5-pocket twill trouser for young men. Teenagers call them White Levi's^® because no one knows what to call blue jeans that aren’t blue.

EARLY 1960s

NO SHRINKING, VIOLET

We do the shrinking for you. Pre-shrunk Levi's^® jeans are introduced, relieving people of the process of a hot water denim marinade.

1964

DREST TO IMPRESS

Levi Strauss & Co. patents the Sta-Prest^® process for creating permanent creases in fine trousers and shirts. The Sta-Prest^® pants collection is re-introduced in the Levi's^® Spring 2012 Collection.

1965

INTERNATIONAL MOMENT

The company's international division is created to pulls together and expands all of the company's post-war distribution in Europe and Asia.

1967

BATWING

The red housemark "batwing" is designed by Walter Landor & Associates, and has, over the years, become shorthand for the Levi's^® brand itself.

1973

THE ART OF DENIM

The company announces the Levi's^® Denim Art Contest, and invites consumers to submit photos of their decorated jeans and jackets for a special judging. The winners tour American folk art museums during 1975.

1980/84

LET THE GAMES BEGIN

Levi Strauss & Co. makes clothing for the athletes at Olympic Games in 1980 and 1984.

1984

WE GET THE BLUES

The famous 501^® Blues television advertising campaign is launched at the Los Angeles Olympic Games.

1986

DRESSING BOOMER

Levi Strauss & Co. introduces the Dockers^® brand, filling a niche for the baby boomer man who needs something to fill that wardrobe gap between his 501^® jeans and his business suit.

1989

LOOKING TO THE FUTURE, WITH AN EYE TO THE PAST

The company's 150+ year history is captured in the Levi Strauss & Co. Archives, located at headquarters in San Francisco.

1991

TERMS OF ENGAGEMENT

Levi Strauss & Co. creates the first comprehensive set of standards for contractors and worldwide, called Terms of Engagement, to help promote fair labor standards and workers' rights.

1996

RETRO CHIC

The history of Levi’s^® is kept alive through the launch of Levi's^®Vintage Clothing, a line that faithfully reproduces the fits, fabrics and characteristics of historic Levi's^® garments.

1999

FASHION ITEM OF THE CENTURY

Time magazine names the 501^® jean the Fashion Item of the Century. In the same year, the 501^® jean is reverse engineered and Engineered Jeans are launched worldwide.

2010

THE SHAPE OF THINGS

Levi's^® Curve ID jeans for women are introduced. Using a revolutionary fit system based on shape, Curve ID was created as a result of studying more than 60,000 body scans and listening to women around the world of all shapes and sizes.

2011

LEVI'S^® WATER<LESS^™

Levi Strauss & Co. creates the first comprehensive set of standards for contractors and worldwide, called Terms of Engagement, to help promote fair labor standards and workers' rights.

2011

BORN TO BIKE

Urban cyclists across the country adopted jeans as a part of their commuting uniform. Inspired by the trend, Levi's^® invents the Commuter line - a multi-functional performance product designed for cyclists all over the world.

Raging Bull (Cinematography Task)

Walking to the Ring 

Here is a tracking shot, the camera is following Jake 's movement while he is walking to the ring, and there is a selective focus to show Jake's emotion before the game, if he's nervous or confident. The people walking behind Jake, who are clapping their hands for welcoming Jake are out of focus and there are two sides of shots which are shot on the front and from behind. The effect of the front shot is to show Jake's emotion before the game while the shot from behind is to show the passion of the audience in the stadium. 



Entrance to the Ring

The wide lenses are used in this scene, to show up the audience, the ring and Jake, their connection. Created a big space in the shot, Jake have enough space in the shot which signifies he got spaces to move, he is free to move. The camera stopped following Jake's movement after he entered the ring, thats a panning shot. The medium close up shot to Jake is to show his emotion before the fight and after he saw his wife sitting among the audiences. 



The Fight 

The camera angle is low and high. The effect of using the low angle and close up shot to both boxers is to show their faces during the fight, how are they feel during there fight. Using different angles in this scene can let audiences engage in the fight in different angles, feel like we are watching the live.


The End of the Fight

The canted angle is used on both both boxers after the end of the fight to show their emotion, their tiredness.  The effect of slow motion in this scene on both the boxers and the referee when he's going to announce who's the winner,  is to slow down the time , it's the end of the fight, both of the boxers are exhausted. Slowing down the shots can exactly archived the purpose. 


Celebration

The Tilt shot is used after Jake was given the belt, this makes him looks more powerful from the shot. We are watching from a low angle. The slow motion and the medium close-up shots are used in the scene too, showing his emotions after he won the game, he's crying during the celebration. 

How does Fritz Lang use the Devices of Mise En Scene to Devolpe the charchter's themes and narrative at the beginning of Metropolis ?

Metropolis

Location/Setting

Setting That should be a western country perhaps because of people's faces.


Location 1 FactoryAt the beginning, there is a clock ticking and steam came out after the time reach 12. It means the time of the shift because there is a bunch of workers coming out from a lift while another bunch of workers going into. They all come to a factory which located underground.

Location 2 Garden
There are two people in the scene which are a man and a woman, they are chilling with each other , the guys is chasing the girl perhaps. The place is totally different from location 1 .

Comparison between locations
The factory is old and it's located underground which people can not see the sky upstair. 
The garden is gorgeous which seems for the elite class.


Characters.


Working Class
People walk like zombies or army, death like, they look tired and they look like a bunch of slaves , maybe they are sick of working and they have no choice or destiny. I think they are the working class , they need to live and work underground. Doing the same thing, having the same routine everyday.


Elite/Ruling Class
People at the garden dress much better than the workers. They look delighted and at least they enjoy their life. From their smile, what they are doing is to chill and have fun. They do need to work probably but they don't even have a shift at least.
The guy, the woman who is being with the children and the workers .

The Main Protagonists

 

This man should be one of the main character in the movie because the camera follows and focus him most of the time. He has some close up shots too which means he is probably a significant character in the movie.


The woman being with the children is another important character in the movie. She appears in the garden while the man is chilling with another girl. The man looks at her and he is attracted by her obviously, he asked the guard who the girl is. He did follow the girl after the girl left. He may want to chase her back. There are two close up shots for both of them when they look at each other . The way they look at each other can tell they are attracted by each other.

Lighting

The focus is the massive steam machine in the middle of the frame, all the things surrounding the machine are quite dark but the machine is bright and clearly shown so there may be massive light on front , behind the camera.

The workers are important because they are one out of two main groups ( Working class and Ruling class ) in the movie. They have loads of shots in the movie too, appearing at most of the time, it can be a clue about the narrative and it can tell what's happening in the movie.



Narrative


It's a world which have two classes which are the ruling class and the working class perhaps, The workers are working most of the  time and they got the shift while the elites are enjoy their life.A man from the elite met a daughter of a worker  and then he try to follow the girl after she left, he walked pass the factory where the workers work in and he saw an explosion made by the worker by accident. After the explosion, A massive monster-like figure appeared and there is a door which is its mouth, workers who made the explosion may be killed or caught to somewhere else, the mouth of the monster is an entry.........