Denim Wars | Storming the Castle | 3

Business Wars

Wondery

History, Business, David Brown, Management

4.6 • 13.2K Ratings

🗓️ 9 November 2020

⏱️ 26 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

It's the 1950s and young Americans are idolizing the new wave of Hollywood rebels and horrifying their parents by wearing jeans.

But as these post-war renegades take denim duds out of the workplace, the jean giants find themselves between a rock and a hard place.

Do they hold fast to their traditional base of cowboys and factory workers, or embrace the teenagers who are adopting denim?

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Transcript

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0:00.0	Hey, prime members, you can listen to business wars at free on Amazon Music.
0:04.6	Download the app today.
0:07.0	It's 1951, and in Levi's San Francisco headquarters, sales chief Bill LaGoria unfolds a roadmap
0:22.4	of Los Angeles and spreads it across a meeting room table.
0:26.6	Levi's marketing chief Wally Haas moves next to LaGoria to look.
0:30.9	Haas is a fourth-generation descendant of Levi Strauss and next in line to run the business.
0:37.6	He adjusts his big wide glasses and surveys the map.
0:41.7	LaGoria has scribbled cryptic symbols all over it.
0:44.9	There are large black squares and dozens of small X's and O's.
0:50.1	Haas turns to LaGoria.
0:52.2	What are all these X's and O's?
0:54.8	Each X is a mom and pop store that stocks Levi's.
0:58.2	The O's are mom and pops that don't stock Levi's.
1:01.7	OK.
1:02.7	And the large black squares?
1:05.1	They're the department stores.
1:07.1	Haas's eyes widen.
1:09.3	There are more department stores in LA than he thought.
1:12.9	And that's not good.
1:14.4	For Levi's, this is in a roadmap.
1:17.2	It's a battlefield.
1:20.2	Automobiles are reshaping post-war America.
	...

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