Levi’s background In 1853, the California gold rush was in full swing, and everyday items were in short supply. Levi Strauss, a 24-year-old German immigrant, left New York for San Francisco with a small supply of dry goods with the intention of opening a branch of his brother's New York dry goods business. Shortly after his arrival, a prospector wanted to know what Mr. Strauss was selling. When Strauss told him he had rough canvas to use for tents and wagon covers, the prospector said, "You should have brought pants!," saying he couldn’t find a pair of pants strong enough to last. Denim Blue Jeans Levi Strauss had the canvas made into waist overalls. Miners liked the pants, but complained that they tended to chafe. Levi Strauss substituted a twilled cotton cloth from France called "serge de Nimes." The fabric later became known as denim and the pants were nicknamed blue jeans. Levi Strauss & Company In 1873, Levi Strauss & Company began using the pocket stitch design. Levi Strauss and Nevada tailor David Jacobs co-patented the process of putting rivets in pants for strength. On May 20, 1873, they received U.S.Patent No.139,121. This date is now considered the official birthday of "blue jeans." The two-horse brand design was first used in 1886. The red tab attached to the left rear pocket was created in 1936 as a means of identifying Levi’s jeans at a distance. All are registered trademarks that are still in use.
When handing in your final Levi's controlled assessment, don't forget this is accompanied by your clothing range advert AND the planning and evaluative commentary of your clothing advert. Though it is not expected that you spend as much as time on this ancillary task as your main advertising campaign task, we still need to show explain how you got your idea for your brand and how you used the Levi's advertising campaign and any others we have looked into to influence your production.
Here is a reminder of what must be included in your ad campaign (just like in your Rebel essay when you produced dvd covers and posters).
Planning and Evaluative Commentary
In the commentary, the following areas must be covered:
A summary of the institutions that would produce this text, the target audience(s) it is aimed at and how the product is targeted at the particular audience(s)
A brief description of any research and planning carried out
An explanation of how codes and conventions have been used in the product to communicate particular representations and how meaning is made
An evaluation of the success of decisions and revisions made throughout the design process
An evaluation of the strengths and weaknesses within the finished production.
As a guidance the commentary should be around 350–750 words in length or 5 -10 slides if using a PowerPoint presentation or around three minutes for a podcast. Marks out of 120 https://elevenmedia.wikispaces.com/Levis
Coursework marks breakdown - Levi's essay, clothing campaign production, planning and evaluative commentary - 60, 40, 20
1890's poster 1950's counter card
http://www.the-wild-west.co.uk/wild-west.htm
Levi’s background
In 1853, the California gold rush was in full swing, and everyday items were in short supply. Levi Strauss, a 24-year-old German immigrant, left New York for San Francisco with a small supply of dry goods with the intention of opening a branch of his brother's New York dry goods business. Shortly after his arrival, a prospector wanted to know what Mr. Strauss was selling. When Strauss told him he had rough canvas to use for tents and wagon covers, the prospector said, "You should have brought pants!," saying he couldn’t find a pair of pants strong enough to last.
Denim Blue Jeans
Levi Strauss had the canvas made into waist overalls. Miners liked the pants, but complained that they tended to chafe. Levi Strauss substituted a twilled cotton cloth from France called "serge de Nimes." The fabric later became known as denim and the pants were nicknamed blue jeans.
Levi Strauss & Company
In 1873, Levi Strauss & Company began using the pocket stitch design. Levi Strauss and Nevada tailor David Jacobs co-patented the process of putting rivets in pants for strength. On May 20, 1873, they received U.S.Patent No.139,121. This date is now considered the official birthday of "blue jeans."
The two-horse brand design was first used in 1886. The red tab attached to the left rear pocket was created in 1936 as a means of identifying Levi’s jeans at a distance. All are registered trademarks that are still in use.
When handing in your final Levi's controlled assessment, don't forget this is accompanied by your clothing range advert AND the planning and evaluative commentary of your clothing advert. Though it is not expected that you spend as much as time on this ancillary task as your main advertising campaign task, we still need to show explain how you got your idea for your brand and how you used the Levi's advertising campaign and any others we have looked into to influence your production.
Here is a reminder of what must be included in your ad campaign (just like in your Rebel essay when you produced dvd covers and posters).
Planning and Evaluative Commentary
In the commentary, the following areas must be covered:
As a guidance the commentary should be around 350–750 words in length or 5 -10 slides if using a PowerPoint presentation or around three minutes for a podcast.
Marks out of 120
https://elevenmedia.wikispaces.com/Levis
Coursework marks breakdown - Levi's essay, clothing campaign production, planning and evaluative commentary - 60, 40, 20