Tag Archives: Harvard Business Review

My New Levi Jeans: Outside “The Social Bubble”

I just bought a new pair of Levi’s. Blue jeans. Levi’s 501 with the red tab. I bought them because my 10 year old pair are done. I also have a black pair. I have always bought Levi jeans since I was in high school. While we all struggled to carve our our own identities, fitting in was important. Funny thing is, we all wore the same but different (?)  ‘uniform’ – Levi jeans, Bass Weejuns and Lacoste tennis shirt.

To be clear, I don’t think about Levi’s as an ‘iconic brand’. There’s little that is iconic about a 100+ years American brand now made in Bangladesh and Mexico. Instead, I want to relate this post to a couple of things that had nothing to do with why I bought by latest pair of Levi jeans. 

Social Media had nothing to do with my purchase. It did not influence, there was no online conversation, no online recommendation, not even a visit to a Levi website, microsite, Facebook page or banner ad. No online activity whatsoever. I didn’t even wonder if the Levi’s brand would be my ‘friend’. Social Media didn’t exist when I bought my first pair of Levi’s; it’s utterly irrelevant to this day. 

I am not part of a Levi community, online, offline, inline or out of line. While I may be one of millions who wear Levi’s jeans, I don’t have discussions about the brand, don’t care whether or not others wear the brand and don’t care what others think, feel or experience about the Levi brand. I wasn’t connected to a ‘friend’ that I ‘trusted’ or had an online ‘relationship’ with.

I didn’t go into a Levi retail outlet or even a jeans store. Just went to a chain department store to the menswear department. 

I have never bought another brand of jeans, never will. If someone gave me a pair from another brand, I would give them away. 

This was purely a value exchange. I paid my money, got new Levi’s. I bought them because I like them more than any other brand of jeans. I just do.

To paraphrase a recent quote from “The Social Bubble” in the Harvard Busness Review, “Levi’s makes awesome stuff”.

I am a Levi’s 501 jeans with-the-red-tab customer for life.

– Ted Morris, 4ScreensCRM

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