How does a market leader lose it way?
Levi the organization that introduced the world to blue jeans, in 1893, has not been able to fend off new upstarts selling $100+ jeans. Many new jean manufacturers have been capturing the imagination of a growing number of consumers, thus nibbling away at Levis' leadership position.
The erosion of market dominance by American companies like Levi, General Motors and others that once controlled more than 50 % of their markets, is a study whose lessons should be considered by designers.
Levi, The Company
Youth and Levi