PROJECT REPORT

CONSUMER BEHAVIOUR TOWARDS LEVISCase Study of Sola

In partial fulfillment of requirement of the course for

Ba!"elo#$s of Bus% ess Ad&% %st#at%o Of H' P' U %(e#s%ty

Supervised by Shallu sehgal finance University Submitted by ajay kumar Lecturer in th bba- 6 Semester SILB Roll o! ""#"

S"ool% % I st%tute of L%fe S!%e !es a d Bus% ess Ma a)e&e t Sola *+,-*- H'P'

Ce#t%f%!ate
T"%s %s to !e#t%fy t"at A.ay/ 0u&a# 1o af%de stude t of Ba!"elo# of Bus% ess Ad&% %st#at%o 2B'B'A'3 % S"ool% % I st%tute of L%fe S!%e !es a d Bus% ess Ma a)e&e t/ Sola / "as !o&4leted "%s 4#o.e!t o Co su&e# P#efe#e !e To5a#ds Jea s 6-A su#(ey of !olla)e stude t / Sola ' u de# &y )u%da !e a d "%s 4e#fo#&a !e du#% ) t"e 4#o.e!t %s fou d sat%sfa!to#y' I !o (ey to "%& t"e 1est 5%s"es 7 su!!ess % futu#e' S"allu Se")al 2Le!t' Ma a)e&e t3 SILB/ Sola

A!8 o5led)e&e t
$he project perio% has been a great platform for me since it makes me e&perience certain things 'hich coul% not be e&perience% %uring the stu%ies in the institute! $his project 'as a great help in learning since it ma%e me to observe ( un%erstan% practical things 'hich 'ere far a'ay from our course books! $his 'hole effort is the result of gui%ance) assistance an% inspiration of several people 'ho helpe% me %uring my training in preparation of this report! I foun% no 'or%s to e&press my gratitu%e ( thanks to all of them! I am very thankful to my gui%e mam Shallu of business management) for the right gui%ance to un%ertake the project in best 'ay!

A.ay 0u&a#

CONTENTS
S' NO ' TOPIC PA9ES

1.

OBJECTIVES

*-+

2.

HISTOR: O; JEANS

,-*2hronology

3.

Boys. /eans an% 0veralls1

*3-*,

4.

Boys. /eans an% 0veralls1 2ountry $ren%s-Unite% States 4eatures of jeans in $he -*st 2enturies jeans bran%s Levi ( jeans logos 6$ 6 7L6 28 ( 90R:S 04 9IS:0; 6nalysis a< 0n the basis of gen%er

*#---

5. 6. 7.

-3 -"--5 -6

8.

b< 0n the basis of collage c< 0n the basis of course Bibliography

-+

9.

=U8S$I0

6IR8

 4irst objective of my stu%y is to kno' the customer preferences to'ar%s /eans! $o kno' the various bran%s 'hich is being preferre% by the stu%ent for jeans? $o stu%y the various factor 'hich influences the stu%ents to buy the jeans! Un%er these stu%y stu%ents preferences is being stu%ie% on the follo'ing basis! %< 0n the basis of gen%er e< 0n the basis of collage f< 0n the basis of course $o kno' the role of fluctuating prices to purchase jeane! $o kno' the price preferre% by the stu%ent! $o kno' the mentality of young college stu%ents to purchase the jeans! $o kno' the sources 'hich is being preferre% by the stu%ents to purchase jeans? $o kno' the preference of stu%ents to'ar%s above state% bran%s an% 'ar%robe of jeans!

0B/82$I>8

$he history of jeans

$he beginnings
:enim an% jeans - 'here %o the names come from?
$he 'or% jeans come from a kin% of material that 'as ma%e in 8urope! $he material) calle% jean) 'as name% after sailors from 7enoa in Italy) because they 'ore clothes ma%e from it! $he 'or% .%enim. probably came from the name of a 4rench material) serge %e imes1 serge @a kin% of material< from imes @a to'n in 4rance<!

$he *,th century

6t first) jean cloth 'as ma%e from a mi&ture of things! Ao'ever) in the eighteenth century as tra%e) slave labor) an% cotton plantations increase%) jean cloth 'as ma%e completely from cotton! 9orkers 'ore it because the material 'as very strong an% it %i% not 'ear out easily! It 'as usually %ye% 'ith in%igo) a %ye taken from plants in the 6mericas an% In%ia) 'hich ma%e jean cloth a %ark blue color!

$he *#th century B $he 2alifornia 7ol% Rush

In *,",) gol% 'as foun% in 2alifornia @not too far from San 4rancisco< an% the famous 7ol% Rush began! $he gol% miners 'ante% clothes that 'ere strong an% %i% not tear easily! In *,53) a man calle% Leob Strauss left his home in e' Cork an% move% to San 4rancisco) 'here he starte% a 'holesale business) supplying clothes! Strauss later change% his

Rivets
6 big problem 'ith the miners. clothes 'ere the pockets) 'hich easily

tore a'ay from the jeans! 6 man calle% /acob :avis ha% the i%ea of using metal rivets @fasteners< to hol% the pockets an% the jeans together so that they 'oul%n.t tear! :avis 'ante% to patent his i%ea) but he %i%n.t have enough money) so in *,+-) he 'rote to Levi Strauss an% offere% Strauss a %eal if Strauss 'oul% pay for the patent! Strauss accepte%) an% he starte% making copper-rivete% .'aist overalls. @as jeans 'ere calle% then<! In *,,6) Levi se'e% a leather label on their jeans! $he label sho'e% a picture of a pair of jeans that 'ere being pulle% bet'een t'o horses! $his 'as to a%vertise ho' strong Levi jeans 'ere1 even t'o horses coul% not tear them apart! name from Leob to Levi!

$he *#3D.s1 9esterns

In the *#3D.s) Aolly'oo% ma%e lots of 'estern movies! 2o'boys - 'ho often 'ore jeans in the movies-became very popular! ;any 6mericans 'ho live% in the eastern states 'ent for vacations on .%u%e ranches. an% took pairs of %enim .'aist overalls. back east 'ith them 'hen they 'ent home!

$he *#"D.s1 9ar

4e'er jeans 'ere ma%e %uring the time of 9orl% 9ar -) but .'aist overalls. 'ere intro%uce% to the 'orl% by 6merican sol%iers) 'ho sometimes 'ore them 'hen they 'ere off %uty! 6fter the 'ar) Levi began to sell their clothes outsi%e the 6merican 9est! Rival companies) like 9rangler an% Lee) began to compete 'ith Levi for a share of this ne' market!

$he *#5D.s1 Rebels

In the *#5D.s) %enim became popular 'ith young people! It 'as the symbol of the teenage rebel in $> programmes an% movies @like /ames :ean in the *#55 movie Rebel Without a Cause<! Some schools in the US6 banne% stu%ents from 'earing %enim! $eenagers calle% the 'aist overalls .jean pants. - an% the name staye%!

$he *#6D.s1 Aippies ( the 2ol% 9ar

In the *#6D.s many) many university an% college stu%ents 'ore jeans! :ifferent styles of jeans 'ere ma%e) to match the 6D.s fashions1 embroi%ere% jeans) painte% jeans) psyche%elic jeans!!! In many non-'estern countries) jeans became a symbol of .9estern %eca%ence. an% 'ere very har% to get! US companies sai% that they often receive% letters from people all aroun% the 'orl% asking them to sen% the 'riter a pair of jeans

$he *#+D.s1 S'eatshops

6s regulations on 'orl% tra%e became more rela&e% in the late *#+D.s) jeans starte% to be ma%e more an% more in s'eatshops in countries in the South! Because the 'orkers 'ere pai% very little) jeans became cheaper! ;ore people in the countries of the South starte% 'earing jeans!

$he *#,D.s1 :esigner /eans

In the *#,D.s jeans finally became high fashion clothing) 'hen famous %esigners starte% making their o'n styles of jeans) 'ith their o'n labels on them! Sales of jeans 'ent up an% up!

$he *##D.s1 Recession

In the 'orl%'i%e recession of the *##D.s) the sale of jeans has stoppe% gro'ing!

*,th 2entury
6t first) jean cloth 'as ma%e from a mi&ture of things! Ao'ever) in the *,th century as tra%e) slave labor) an% cotton plantations increase%) jean cloth 'as ma%e completely from cotton! 9orkers 'ore it because the material 'as very strong an% it %i% not 'ear out easily! It 'as usually %ye% 'ith in%igo) a %ye taken from plants in the 6mericas an% In%ia) 'hich ma%e jean cloth a %ark blue color!

*#th 2entury
*,",1 gol% 'as foun% in 2alifornia an% the famous 7ol% Rush began! $he gol% miners 'ante% clothes that 'ere strong an% %i% not tear easily! *,531 a man name% Leob Strauss left his home in e' Cork an% move% to San 4rancisco) 'here he starte% a 'holesale business) supplying clothes! Strauss later change% his name from Leob to Levi! 6 big problem 'ith the miners. clothes 'ere the pockets) 'hich easily tore

a'ay from the jeans! 6 man calle% /acob :avis ha% the i%ea of using metal rives to hol% the pockets an% the jeans together so that they 'oul%n.t tear! :avis 'ante% to patent his i%ea) but he %i%n.t have enough money!

*,+-1 :avis 'rote to Levi an% offere% Strauss a %eal if he 'oul% pay for the patent! Strauss accepte%) an% he starte% making copper-rivete% E'aist overallsE as jeans 'ere calle% then!

*,+31 $he first rivete% clothing 'as ma%e an% sol% *,,61 Levi se'e% a leather label on their jeans! $he label sho'e% a picture of a pair of jeans that 'ere being pulle% bet'een t'o horses! $his 'as to a%vertise ho' strong Levi jeans 'ere1 even t'o horses coul% not tear them apart! *,#*1 Levi Strauss ( 2o!.s patent for rivete% clothing goes public an% %oFens of companies begin to use the i%ea!

-Dth 2entury

*#3D.s1 Aolly'oo% ma%e lots of 'estern movies! co'boys) 'ho often 'ore jeans in the movies) became very popular! ;any 6mericans 'ho live% in the eastern states 'ent for vacations on E%u%e ranchesE an% took paris of

%enim E'aist overallsE back east 'ith them 'hen they 'ent home! *#"D.s1 4e'er jeans 'ere ma%e %uring the time of 9orl% 9ar II) but E'aist overallsE 'ere intro%uce% to the 'orl% by 6merican sol%iers) 'ho sometimes 'ore them 'hen they 'ere off %uty! 6fter the 'ar) Levi began to see their clothes outsi%e the 6merican 9est! Rival companies) like 9rangler an% Lee) began to compete 'ith Levi for a share of this ne' market! *#5D.s1 :enim became popular 'ith many young people! It 'as the symbol of the teenage rebel in $> programs an% movies @like /ames :ean in the *#55 movie Rebel 9ithout a 2ause<! Some schools in the US6 banne% stu%ents from 'earing %enim! $eenagers calle% the 'aist overalls Ejean pantsE an% the name staye%!

*#6D.s1 ;any university an% college stu%ents 'ore jeans! :ifferent styles of jeans 'ere ma%e) to match the 6D.s fashions @embroi%ere% jeans) painte% jeans) psyche%elic jeans<! In many non-'estern countries) jeans became a symbol of E9estern %eca%enceE an% 'ere very har% to get! US companies sai% that they often receive% letters from people all aroun% the 'orl% asking them to sen% the 'riter a pair of jeans! *#+D.s1 6s regulations on 'orl% tra%e became more rela&e% in the late +D.s) jeans starte% to be ma%e more an% more in s'eatshops in countries in the South! Because the 'orkers 'ere pai% very little) jeans became

cheaper! ;ore people in the countries of the South starte% 'earing jeans! *#,D.s1 /eans finally became high fashion clothing) 'hen famous %esigners starte% making their o'n styles of jeans) 'ith their o'n labels on them! Sales of jeans 'ent up an% up! *##D.s1 In the 'orl% 'i%e recession of the *##D.s) the sale of jeans stoppe% gro'ing! $he Couth market 'asn.t particularly intereste% in 5D*s an% other tra%itional jeans styles) mainly because their parents1 the generation born in EblueE 'ere still busy squeeFing their aging bo%ies into them! Since no teenager 'oul% be caught %ea% in anything their parents 'ere 'earing) the latest generation of rebellions youth turne% to other fabrics an% styles! $hey still 'ore %enim) but it ha% to be in %ifferent finishes) ne' cuts) shapes) styles) or forms! /eans 'ere name% the Esingle most potent symbol of 6merican style on planet earthE!

Boys. /eans an% 0veralls1 2hronology

/ean styles have varie% greatly over the past *DD years! $hey have follo'e% tren%s in 6merican history an% in%ustrial %evelopment! $he history of jeans ave been affecte% by 8ueopean immigration) the 7ol% Rush) inventions) 6merican in%ustrial %evelopment) %emograpic change) social class) 'ars) Aolly'oo%) an% some of the earlist 6merican bran% a%vertising! 6fter 9orl% 9ar II) they began to sprea% overseas--first to 8urope! By the *#6Ds they 'ere an international phenomenon!

*#th 2entury
4or nearly a century after they 'ere create%) jeans 'ere primarily 'orn in 6merica an% to some e&tent neighboring 2ana%a by 'orking men! $hus the early history of jeans is primarily an 6merican story! $he history of jeans on the main jerans page essentially tells the story of *#th century tren%s in 6merica!

-Dth 2entury
6merican boys began 'earing jeans more commonly in the *#*Ds 'ith the %evelopment of Govealls! Boys e&cept in rural areas %i% not 'ear ovealls to school! Boys 'ore commonly 'ore cor%uroy knickers) but after 9orl% 9ar II jeans 'ere very commonly 'orn to ele)entary @primary< schools! $hey 're not generally allo'e% in secon%ary school until the *#+Ds! =uite a range of %ifferent types of jeans an% overalls begin to appear by the *#+Ds! 0ne common ferature 'as that until the *#+Ds an% apperance of cut-offs thery 'ere almost al'ays long pants! Bu the *#+Ds %esigner jeans began to make their appearance!

$he *#DDs
Levi Strauss vrought out Goveralls in *#*-) the first ovralls ma%e specifically for chil%ren!

$he *#-Ds
0veralls 'ere commonly 'orn by boys) especially in rural 6merica! I have note% photos of boys in 2alifornia schools in blue jeans @rather than the bib-front overalls< in the *#-Ds an% *#3Ds! $hey 'ere an alternative to overalls in 2alifornia at that time) but not in eastern states like 0klahoma an% Illinois! $hey 'ere ma%e in many %ifferent colors an% material for younger boys $his can be seen in the mail or%er catalogs! ;any 'ere ma%e 'ith matching jackets) although the style 'as generally longer than the popular mo%ern jean jackets! $hey 'ere still not commonly 'orn by city boys! 0utsi%e of 2alifornia) jeans 'ere not much seem in schools! I.m not precisely sure 'hy that %ifference e&iste%! Herhaps there 'as a little aura of rebeliousness in 2alifornia! 6 rea%er reports that schools here %i%n.t have any of that nonsense of not allo'ing boys to 'ear jeans in high school!

$he *#3Ds
4arm boys 'ore jeans in the early 3Ds) but jeans 'ere less common in urban 6merica! ;ost boys 'ore knickers) especially har% 'earing cor%eroy knickers! $he Aolly'oo% 'esterns began to cage this as even city boys began askg for jean% like their favorite movie co'boy 'ore!

$he *#"Ds
6s knickers %isappeare%) they 'ere replace% by jeans--but primarily for play clothes! 9hen overalls 'ent out of fashion) blue jeans took their place among rural boys) but also sprea% to boys in urban areas! /eans sprea% to the rest of the country as part of the post'ar movie co'boy craFe) an% then to the rest of the 'orl% in the *#6Ds as part of that %eca%e.s youthful rebellion craFe! /eans 'ere quite %ifferent than mo%ern jeans! 6 ne' pair 'as stiff as a boar% an% a boy ha% to struggle to get his legs in them! 7irls) at least city girls) rarely 'ore them! /eans 'ere use%

by the 6merican military in 9orl% 9ar II) especially the avy) helping to populariFe them 'ith large numbers of veterans after the 9ar 'ho though they 'ere the perfect young families!

$he *#5Ds
/eans continue% to be 'orn for play an% by elementary school boys! 0ften boys. jeans ha% %ouble knees are plai% flannel linings that you coul% see 'hen you rolle% over the cuff at the ankles! Billy the Gi% an% 4arah 'ere very popular bran%s for chil%ren in 6merica! I;assengaleJ 7irls increasingly 'ore them as the %eca%e progresse%! $ennagers by the en% of the %eca%e 'ante% tight jeans! ;ost high schools banne% jeans! Boys in 8urope an% 6merica began 'earing jean shorts%--but not in 6merica! 6 AB2 rea%er 'rites) EIn 6merica %uring the *#5Ds) the coolest jeans 'ere Levi.s because of ;arlan Bran%o.s films) I think) they also cost a %ollar more a pair in most places! I recall Lee 'hich I %i%n.t like) 9rangler 'hich I %i% like an% another bran% 'ho.s name I can.t recall! It may have been E9esternE but I.m not sure! Herhaps other rea%ers may remember the name!E

$he *#6Ds
E2ut-offsE appeare% for 6merican boys! /eans shorts 'ere popular for 8uropean boys) but not cut-offs! $ight long pants jeans continue% to be popular 'ith teenagers! Slo'ly they became more fashionable an% acceptable at some schools as %esigner jeans appeare%! /eans become a virtual uniform of the anti-'ar movement! Sears sol% $oughskins in both regular an% cut-off styles! $he cut-offs 'ere very popular! 6 Epegge%E style 'as very popular in 6merica! /eans became increasingly popular overseas! In countries like Russia) that you coul% sell use% ones that 'ere then shippe% overseas an% sol% at ri%iculous prices! I;ortonJ

$he *#+Ds

/eans by the *#+Ds became an 6merican fashiion statement! Bell-bottom styles as %o stu%s an% other %esigner 'ork! Stone-'ashe% jeans are intro%uce%! /eans increasingly %ominate% chil%ren.s clothes in the *#+Ds!

$he *#,Ds
9orn-looking jeans become popular) even tears an% holes become %esirable! Bibfront overalls once 'orn by laborers an% then younger boys began to be 'orn by boys anf girls of all ages! By the late *#,Ds bibfront overalls 'ith short pants appeare%! /eans began repacing other types of casual pants in the *#,Ds!

$he *##Ds
$he grunge look an% hip-hop styles appear! ;any boys 'ant large baggy jeans an% the baggier the better! $here is some %isagreement over the origin of baggy jeans! Some observers seem to think people in the Aip Aop community began to copy the pants that prisoners 'ere issue% 'hile they 'ere incarcerate% an% thus len% their attire to prison chic? 0thers are convince% that the baggy jean actually has some roots in the skateKsno'boar% in%ustry! It just happens that 'hen the urban hip hop an% core skate cro'%s get together it can be e&plosive! 9hile still %ominate) other types of casual pants 'ere available! $rack or s'eat pants 'ere very popular! By the late *##Ds cor%eroy pants regaine% popularity! In 6merica you coul% buy all kin%s of %ifferent bran%s of jeans) but Levi.s are still the most popular! $he %esigner style jeans) so popular in the #D.s have fa%e% a'ay an% the ol% reliable Levi.s an% other non-flashy manufacturers such as Lee an% 0l% avy are the ones that sell! I have even seen cargo-style jean shorts offere% in stores! I;ortonJ

Boys. /eans an% 0veralls1 2ountry $ren%s--Unite% States

/eans are of course most associate% 'ith 6merica 'here they originate% an% 'ere first 'orn! 4or nearly a century after they 'ere create%) jeans 'ere primarily 'orn in 6merica an% to some e&tent neighboring 2ana%a by 'orking men! $hus the early history of jeans is primarily an 6merican story! 6merican boys began 'earing jeans more commonly in the *#*Ds 'ith the %evelopment of Govealls! Boys e&cept in rural areas %i% not 'ear ovealls to school! Boys 'ore commonly 'ore cor%uroy knickers) but after 9orl% 9ar II jeans 'ere very commonly 'orn to ele)entary @primary< schools! $hey 're not generally allo'e% in secon%ary school until the *#+Ds! =uite a range of %ifferent types of jeans an% overalls begin to appear by the *#+Ds! 0ne common ferature 'as that until the *#+Ds an% apperance of cut-offs thery 'ere almost al'ays long pants! Bu the *#+Ds %esigner jeans began to make their appearance!

2hronology
0veralls 'ere invente% in the mi%-*#th century by a 7erman immigrant! $hey 'ere for the most part a garment for 'orkers an% miners) later a%opte% by farmers! 6n% a little after the turn-of-the -D century) boys began 'earing them! 9e see both play garments an% chil%ren in rural areas 'earing them to school! $hen movie co'boys began 'earing jeans 'ithout the bib-front! $his le% to them becoing increasingly popular as %i% the military using them for fatigues %uring the 9ar!

6fter 9orl% 9ar II jeab%s became popular 'ith teenagers) although many schools prohoibite% them! 4inally they became a fashion phenomenon in the *#+Ds!

*#th 2entury
$hus the early history of jeans is primarily an 6merican story! $he history of jeans on the main jerns page essentially tells the story of *#th century tren%s in 6merica! $he first jeans 'ere bib-front overalls create% by Levi Strauss in the *,"Ds as 'ork clothes! $hey 'ere 'i%ekly 'orn by 'orking men) first in mines an% than in factories! 9e see them being very commonly 'orn by miners an% factory 'orkers by the *,,Ds! 9e are less sure just 'hen 6merican farmers began to 'ear overalls! 8ventually overalls became associte% more 'ith farmers than any other 'orkig group! them! otably 'e %o not see chil%ren in rural areas 'earing them to school in the *#th cetury! 9e are not sure about 9estern mining to'ns! $he ophotographic recor%) ho'ever) clearly sho's that 6merican boys %i% not commonly 'ear overalls to school in the *#th century! 4or nearly a century after they 'ere create%) jeans 'ere primarily 'orn in 6merica an% to some e&tent neighboring 2ana%a by 'orking men!

-Dth 2entury
6merican boys began 'earing jeans more commonly in the -Dth century! 9e note rural boys 'earing overalls to school for the first time in the lste *#DDs an% it 'as common by the *#*Ds! 9e are unsure 'hy this occurre% so su%%ently at this time! 6bout the same time Govealls appeare%! $hus 'e see city boys 'earing these overall-style% garments as 'ell! 2ity boys %i% not 'ear ovealls to school! Boys 'ore commonly 'ore cor%uroy knickers) but after 9orl% 9ar II jeans 'ere very commonly 'orn to elemntary @primary< schools! $hey 'ere not generally allo'e% in secon%ary school 'hich ha% stricter %ress co%es until the *#+Ds! =uite a range of %ifferent types of jeans an% overalls

begin to appear by the *#+Ds! 0ne common ferature 'as that until the *#+Ds an% apperance of cut-offs thery 'ere almost al'ays long pants! Bu the *#+Ds %esigner jeans began to make their appearance!

4eatures of jeans in $he -*st 2enturies jeans bran%s

i! ii! iii! iv! v! 6ges ;anufacturers 2olor 7en%er 2ustomiFing

6 rea%er tells us about customiFing jeans! E6n interesting phenomenon I remember as a ki% gro'ing up in the 5Ds in 2alifornia 'as ho' many of the high school boys in my 2alifornia to'n) a representative mi%%le class) mi%%le 6merican to'n) customiFe% their Levis once they got them home from the store! $hey remove% the .tan. label from the 'aistban%) remove% @carefully< all the belt loops an% also remove% completely) @carefully< all the > @accurate) I believe it.s calle% in the Levis literature< stitching on the back pockets an% then 'ashe% them the first time! $hey also rolle% up the cuffs in very tight fashion!

$his all 'as consi%ere% cool looking! 6ll the more so if you) as many but not all boys 'ith these customiFe% Levis %i%) 'ore them lo' on the hips! $his EcustomiFingE 'as %one by boys in the San 4rancisco area) the Los 6ngeles area @my cousin living there being one of them<) an% the e' Cork area!!!!an% probably in other areas too but I can only testify for a fact that it 'as %one in the three above mentione% areas! $he .customiFing. 'ent out of style some'here in the latter half of the 6Ds!E

Levi

Levi Strauss /eans

Morgue File
In *,53) the 2alifornia gol% rush 'as in full s'ing) an% every%ay items 'ere in short supply! Levi Strauss) a -"-year-ol% 7erman immigrant) left e' Cork for San 4rancisco 'ith a small supply of %ry goo%s 'ith the intention of opening a branch of his brother.s e' Cork %ry goo%s business! Shortly after his arrival) a prospector 'ante% to kno' 'hat ;r! Strauss 'as selling! 9hen Strauss tol% him he ha% rough canvas to use for tents an% 'agon covers) the prospector sai%) ECou shoul% have brought pantsL)E saying he coul%nMt fin% a pair of pants strong enough to last!

:enim Blue /eans

Levi Strauss ha% the canvas ma%e into 'aist overalls! ;iners like% the pants) but complaine% that they ten%e% to chafe! Levi Strauss substitute% a t'ille% cotton cloth from 4rance calle% Eserge %e imes!E $he fabric later became kno'n as %enim an% the pants 'ere nickname% blue jeans!

Levi Strauss ( 2ompany

In *,+3) Levi Strauss ( 2ompany began using the pocket stitch %esign! Levi Strauss an% eva%a tailor :avi% /acobs co-patente% the process of putting rivets in pants for strength! 0n ;ay -D) *,+3) they receive% U!S!Hatent o!*3#)*-*! $his %ate is no' consi%ere% the official birth%ay of Eblue jeans!E

$he t'o-horse bran% %esign 'as first use% in *,,6! $he re% tab attache% to the left rear pocket 'as create% in *#36 as a means of i%entifying LeviMs jeans at a %istance! 6ll are registere% tra%emarks that are still in use!

jeans logos

AT A 9LANCE6
o item of clothing is more 6merican than the blue jeans invente% in *,+3 by /acob :avis an% Levi Strauss! $hese t'o visionary immigrants) turne% %enim) threa% an% a little metal into the most popular clothing pro%uct in the 'orl%! 9aist overalls) 'as the tra%itional name for 'ork pants) 'hich is 'hat these first jeans 'ere calle%! $he 'or% jeans became more popular aroun% *#6D 'hen the baby-boom generation a%opte% the term for its favorite type of pants) blue jeans!! I (e t%o 6 blue jeans

Def% %t%o 6 noun K 'aist overalls) jeans) Levi.sN jeans ;u !t%o 6 2lothes) especially pants) that are usually close-fitting an% create% from the rugge% cotton t'ill te&tile that is colore% blue 'ith in%igo %ye Pate t6 *3#)*-* @US< issue% ;ay -D) *,+3 for 4astening Hocket-0penings I (e to#6 /acob :avis @aka /acob Couphes<

C#%te#%a6 C#%te#%a6 B%#t"6 Deat"6 B%#t"6 Nat%o I (e Deat"6 to#6 al%ty6 4irst to patent! 4ebruary September invent! -6) -+) *,-# *#D4irst in practical! to in Buttenheim) patent! San 4rancisco) 8ntrepreneur! 4irst7ermany practical! 2alifornia *,3" Strauss *#D, Levi in San Riga4rancisco) @aka Latvia Loeb 7erman 2alifornia Strauss< Nat%o al%ty6 6merican @of 7erman %ecent<

M%lesto es6 *<=+ St#auss fa&%ly &o(es to Ne5 :o#8 C%ty 5"e#e Le(% .o% ed "%s 1#ot"e#s d#y-)oods 1us% ess *<>, Le(% &o(es to Sa ;#a !%s!o/ Cal%fo# %a to esta1l%s"% ) a d#y)oods 1us% ess Le(% St#auss7C o' *<>= Ja!o1 &o(es to Ne5 :o#8/ t"e to Sa ;#a !%s!o/ Cal%fo# %a t"e to Ca ada fo# % e yea#s *<?< Ja!o1 settled % Re o/ Ne(eda ta%lo#% ) !lot"% ) a d &a ufa!tu #% ) te ts

$he Story1
$he first jeans came in t'o styles) in%igo blue an% bro'n cotton E%uck!E Unlike %enim) the %uck material never became soft an% comfortable so it 'as eventually %roppe% from the line! 6lthough %enim pants ha% been aroun% as 'ork 'ear for many years) historically %ating back to 8nglan% in the *6DDs 'ith a fabric there calle% %enim) it 'as the first use of rivets that create% 'hat 'e no' call jeans! E9aist overallsE 'as the tra%itional name for 'ork pants) 'hich is 'hat these first jeans 'ere calle%! $he 'or% jeans became more popular aroun% *#6D 'hen the baby-boom generation a%opte% the term for its favorite type of pants! Ao' 'ere blue jeans invente% is a simple story! Levi Strauss came to San 4rancisco in *,53) at the age of t'enty-four) to open a 'est coast branch of his brothers. e' Cork %ry goo%s business! Ae ha% spent a number of years learning the tra%e in e' Cork after emigrating there from his native 7ermany! Ae built his business into a very successful operation over the ne&t t'enty years) making a name for himself not only as a 'ell-respecte% businessman) but as a local philanthropist as 'ell! 0ne of Levi.s many customers 'as a tailor name% /acob :avis! 0riginally from Latvia) /acob live% in Reno) eva%a) an% regularly purchase% bolts of cloth from the 'holesale house of Levi Strauss ( 2o! 6mong /acob.s customers 'as a %ifficult man 'ho kept ripping the pockets of the pants that /acob ma%e for him! /acob trie% to think of a 'ay to strengthen the man.s trousers) an% one %ay hit upon the i%ea of putting metal rivets at the points of strain) such as on the pocket corners an% at the base of the button fly! $hese rivete% pants 'ere an instant hit 'ith /acob.s customers an% he 'orrie% that someone might steal this great i%ea! Ae %eci%e% he shoul% apply for a patent on the process) but %i%n.t have the O6, that 'as require% to file the papers! Ae nee%e% a business partner an% he imme%iately thought of Levi Strauss!

In *,+- /acob 'rote a letter to Levi to suggest that the t'o men hol% the patent together! Levi) 'ho 'as an astute businessman) sa' the potential for this ne' pro%uct an% agree% to /acob.s proposal! 0n ;ay -D) *,+3) the t'o men receive% patent no!*3#)*-* from the U!S! Hatent an% $ra%emark 0ffice! $hat %ay is no' consi%ere% to be the official Ebirth%ayE of blue jeans! 9ith the patent secure%) Levi hire% /acob :avis to oversee pro%uction of the rivete% pants at the Levi Strauss ( 2o! San 4rancisco plant! Sometime %uring *,+3) the first rivete% clothing 'as ma%e an% sol%! @the e&act %ate 'as lost along 'ith the company recor%s in the *#D6 San 4rancisco earthquake an% fire<! /acob :avis 'as in charge of manufacturing 'hen Levi Strauss ( 2o! opene% its t'o San 4rancisco factories! In *,+5 Levi an% t'o associates purchase% the ;ission an% Hacific 9oolen ;ills from the estate of former silver millionaire 9illiam Ralston! ;uch of the mill.s fabric 'as use% to make the Levi Strauss ( 2o! Eblanket-line%E pants an% coats! $he %enim for the rivete% 'ork pants came from the 6moskeag ;ill in ;anchester) e' Aampshire) a company kno'n for the quality of its fabrics! 9ithin a very short time) all types of 'orking men 'ere buying the innovative ne' pants an% sprea%ing the 'or% about their unrivale% %urability! Aar% to imagine that back in *,,5) 'hen %enim first establishe% itself as a reliable 'ork 'ear cloth for a 'orking man.s garment P that a pair of Levi overalls cost O*!-5! Bran% ne'! Aol%ing a patent on this process meant that for nearly t'enty years) Levi Strauss ( 2o! 'as the only company allo'e% to make rivete% clothing until the patent 'ent into the public %omain!! 6roun% *,#D) these pants 'ere assigne% the number 5D*) 'hich they still bear to%ay! 9hen the patent e&pire%) %oFens of garment manufacturers began to imitate the original rivete% clothing ma%e popular by Levi Strauss ( 2o! In the *#5Ds) high school ki%s put them on as a ra%ical 'ay of %efining themselves) of 'anting to look an% be more a%ult P an% %angerous an% rebellious against a%ults because a%ults %i%n.t 'ear jeans! 6 %eca%e later) blue jeans became a symbol of egalitarianism) a uniform for young a%ult

baby boomers 'aging a generational 'ar! In the *#+Ds ;e :eca%e an% the beginnings of celebrity culture surface%) jeans 'ere %efinitely about being se&y an% all about fashion! In *#,D came the controversial 2alvin Glein a% slogan hear% aroun% the 'orl%! 9ho can ever forget *5-year-ol% Brooke Shiel%s @barely ol% enough to get her %river.s permit< purring into living rooms E othing comes bet'een me an% my 2alvinsE? 6s >ogue magaFine e%itor in *#,,) 6nna 9intour.s first cover 'as a pair of 7uess? stone'ash jeans teame% 'ith a 2hristian Lacroi& beje'ele% top! $he *##Ds took %enim onto country-'estern %ance floors) onto the re% carpet an% create% puFFling fashion styles from born-to-be-torn grunge jeans to baggy hiphop jeans to rock star appeal P all a%%ing to the confusion of casual 4ri%ays! $he term ELevi.s)E though) 'as not the company.s--it originate% 'ith the public) just as the public invente% the term EcokeE for 2oca-2ola! But 'hen the public starte% referring to the pants generically as ELevi.s)E the company quickly tra%emarke% it! o item of clothing is more 6merican than the blue jeans invente% an% perfecte% in the last quarter of the*#th century by /acob :avis an% Levi Strauss $hese t'o visionary immigrants) turne% %enim) threa% an% a little metal into the most popular clothing pro%uct in the 'orl% - blue jeans!

7U8SS AIS$0RC
7U8SS AIS$0RCQ 7U8SS? starte% in *#,* as a small
2alifornia jeans company! o'Q 7U8SS?Q Inc! has %evelope% into a global lifestyle bran%! 9hile jeans remain the foun%ation of the company.s history an% successQ 7U8SS? %esignsQ markets an% %istributes its full collections of 'omen.s an% men.s apparel throughout the Unite% States an% 2ana%a! $he company has successfully grante% licenses for the manufacture an% %istribution of many of its pro%uct categoriesQ inclu%ing ki%s ( baby apparelQ 'atchesQ foot'earQ beltsQ fragranceQ je'elryQ s'im'earQ han%bagsQ small leather goo%sQ eye'earQ an% leather apparel! 7U8SS? has licensees an% %istributors in 8uropeQ South 6mericaQ 6siaQ 6frica an% the ;i%%le 8ast!Q $he 7U8SS? foun%ers an% majority o'nersQ ;aurice an% HaulQ 'ere raise% in the south of 4ranceQ a region that cultivates a passionate un%erstan%ing of 4rench %esign an% the essence of style! 2ombining their love of the 6merican 9est 'ith a 8uropean sensibilityQ they create% 7U8SS?Q Inc!Q In the early ,DsQ fashion %enim ha% little %irection! Heople felt that %enim 'as %ate%Q an% jeans 'ere not consi%ere% a fashion statement! $he ;arciano brothers 'oul% change that perception forever! $heir %esigns 'ere timelessQ sensuousQ strong an% chic! $he 7U8SS? approach 'as fresh an% set the stan%ar% for the future of %enim! InitiallyQ retailers greete% 7U8SS? 'ith skepticism! Buyers 'eren.t intereste% in %enimQ but the brothers. infallible instincts an% persistence prevaile%! $heir 3-Fip ;arilyn jean 'as se&yQ 'ith a unique style an% attitu%e! Blooming%ale.s finally agree% to sell t'o-%oFen pairs of the 3-Fip ;arilyn jean as a favor to the ;arciano brothers! 9ithin hoursQ the

entire stock 'as sol% out! $he 7U8SS? label 'as born an% 'oul% become one of the 'orl%.s most recogniFe% an% influential bran% names!Q 7U8SS? quickly infiltrate% popular culture an% became an icon of the generation! 7U8SS? create% groun%breaking a%vertising campaigns featuring se&yQ sultry mo%els previously unkno'n in the in%ustryQ an% turne% them into superstars overnight! ;o%els such as 2lau%ia SchifferQ 2arrR 0tisQ 8va AerFigovaQ Laetitia 2astaQ 2arla BruniQ an% aomi 2ampbell launche% their careers in the original 7U8SS? campaigns! :irecte% by the keen eye of Haul ;arciano an% shot by then unfamiliar photographers such as 9ayne ;aserQ 8llen >on Un'erthQ an% eil GirkQ the 7U8SS? bran% 'as brought to life from the %eserts of the 6merican 9est to the beaches of Rio an% the streets of Haris!Q 9ith striking images an% fresh ne' pro%uctsQ the bran% gaine% momentum an% nation'i%e recognition! In the ,DsQ 7U8SS? pro%uct e&pan%e% beyon% men.s an% 'omen.s jeansQ as Baby 7U8SS?Q 7U8SS? 9atchesQ 7U8SS? 4oot'earQ 7U8SS? 8ye'ear an% 7U8SS? Harfum 'ere create%! $he #Ds sa' rapi% international e&pansionQ bringing the 7U8SS? 6merican tra%ition to 8uropeQ 6siaQ South 6mericaQ 6fricaQ 6ustralia an% the ;i%%le 8ast! $he secon% %eca%e of 7U8SS? brought the intro%uction of 7U8SS 2ollectionQ Aan%bagsQ 6ctive 'earQ /e'elryQ S'im'earQ Inner'earQ LeatherQ BeltsQ eck'earQ an% ;en.s 2lassics! In the mi% #DsQ 7U8SS? became a public company an% launche% its first 'eb siteQ 7U8SS!com! Hrior to the ne' millenniumQ 7U8SS!com became an e-commerce siteQ an% the 7U8SS? family continue% to gro' 'ith the launch of the 7U8SS?. online outletQ 7U8SS!comKoutletQ in -DD*! 7U8SS? continues to challenge its o'n high stan%ar%s as the company strives to remain a %riving force in the -*st 2entury!Q ;6URI28 ;6R2I6 0 BI07R6HACQ 4oun%er ;aurice ;arcianoQ 2o-2hairman an% 2o-2hief 8&ecutive 0fficerQ has overseen the company.s %esign %irection an% has le% its un'avering an% e&traor%inary e&pansion since *#,-! Ae is truly the %riving force behin% the company.s spirit an% commitment to superior quality! ;aurice has gui%e% the company.s gro'th to a net revenue of about O636!6 million for -DD3!Q ;aurice concentrates on pro%uct %evelopment an% coor%inating the %esign %epartment! Ae is also in charge of quality controlQ from ra'

materials to the final pro%uct! 8ach category of merchan%ise reflects the same unique aesthetic that is the core of the 7U8SS? %esign philosophy! 7U8SS? 'as create% to enhance the casualQ yet %iverse lifestyles of its customers!Q H6UL ;6R2I6 0 BI07R6HACQ 4oun%er Haul ;arcianoQ 2o-2hairman an% 2o-2hief 8&ecutive 0fficerQ is cre%ite% 'ith the vision that is the cornerstone of the 7U8SS? image - one that has create% some of the most innovative an% groun%breaking pictures in the history of a%vertising!!Q $ruly a visionaryQ Haul has shape% the %irection an% the look of 7U8SS? a%vertising from its inception! 9ith his unique eye for %ramatic photographyQ he has create% images that invite a voyeuristic an% emotional response in the eyes of their vie'ers! Supporte% by bol%Q sensuous an% captivating a%vertising imagesQ 7U8SS? has receive% the in%ustry.s highest honorsQ inclu%ing the 2lio an% :esigners an% 6rt :irectors a'ar%sQ assuring its place in 6merican popular culture!Q 7U8SS?. successful global e&pansion can be attribute% to Haul.s lea% role in overseeing the %evelopment of the %omestic an% international licensing an% e&port businesses! Un%er his keen supervisionQ as of :ecember 3Q -DD"Q 7U8SS? ha% -* %omestic an% International licensees an% %istribution in major cities throughout 6fricaQ 6siaQ 6ustraliaQ 8uropeQ the ;i%%le 8astQ orth 6merica an% South 6merica! Haul ;arciano is also the %riving force behin% the success of the 'orl%'i%e retail store an% factory store e&pansion!

7U8SS AIS$0RC
7U8SS? starte% in *#,* as a small 2alifornia jeans company! o') 7U8SS?) Inc! has %evelope% into a global lifestyle bran%! 9hile jeans remain the foun%ation of the company.s history an% success) 7U8SS? %esigns) markets an% %istributes its full collections of 'omen.s an% men.s apparel throughout the Unite% States an% 2ana%a! $he company has successfully grante% licenses for the manufacture an% %istribution of many of its pro%uct categories) inclu%ing ki%s ( baby apparel) 'atches) foot'ear) belts) fragrance) je'elry) s'im'ear) han%bags) small leather goo%s) eye'ear) an% leather apparel! 7U8SS? has licensees an% %istributors in 8urope) South 6merica) 6sia) 6frica an% the ;i%%le 8ast! $he 7U8SS? foun%ers an% majority o'ners) ;aurice an% Haul) 'ere raise% in the south of 4rance) a region that cultivates a passionate un%erstan%ing of 4rench %esign an% the essence of style! 2ombining their love of the 6merican 9est 'ith a 8uropean sensibility) they create% 7U8SS?) Inc! In the early ,Ds) fashion %enim ha% little %irection! Heople felt that %enim 'as %ate%) an% jeans 'ere not consi%ere% a fashion statement! $he ;arciano brothers 'oul% change that perception forever! $heir %esigns 'ere timeless) sensuous) strong an% chic! $he 7U8SS? approach 'as fresh an% set the stan%ar% for the future of %enim! Initially) retailers greete% 7U8SS? 'ith skepticism! Buyers 'eren.t intereste% in %enim) but the brothers. infallible instincts an% persistence prevaile%! $heir 3-Fip ;arilyn jean 'as se&y) 'ith a unique style an% attitu%e!

Blooming%ale.s finally agree% to sell t'o-%oFen pairs of the 3-Fip ;arilyn jean as a favor to the ;arciano brothers! 9ithin hours) the entire stock 'as sol% out! $he 7U8SS? label 'as born an% 'oul% become one of the 'orl%.s most recogniFe% an% influential bran% names!

7U8SS? quickly infiltrate% popular culture an% became an icon of the

generation! 7U8SS? create% groun%breaking a%vertising campaigns featuring se&y) sultry mo%els previously unkno'n in the in%ustry) an% turne% them into superstars overnight! ;o%els such as 2lau%ia Schiffer) 2arrR 0tis) 8va AerFigova) Laetitia 2asta) 2arla Bruni) an% aomi 2ampbell launche% their careers in the original 7U8SS? campaigns! :irecte% by the keen eye of Haul ;arciano an% shot by then unfamiliar photographers such as 9ayne ;aser) 8llen >on Un'erth) an% eil Girk) the 7U8SS? bran% 'as brought to life from the %eserts of the 6merican 9est to the beaches of Rio an% the streets of Haris! 9ith striking images an% fresh ne' pro%ucts) the bran% gaine% momentum an% nation'i%e recognition! In the ,Ds) 7U8SS? pro%uct e&pan%e% beyon% men.s an% 'omen.s jeans) as Baby 7U8SS?) 7U8SS? 9atches) 7U8SS? 4oot'ear) 7U8SS? 8ye'ear an% 7U8SS? Harfum 'ere create%! $he #Ds sa' rapi% international e&pansion) bringing the 7U8SS? 6merican tra%ition to 8urope) 6sia) South 6merica) 6frica) 6ustralia an% the ;i%%le 8ast! $he secon% %eca%e of 7U8SS? brought the intro%uction of 7U8SS 2ollection) Aan%bags) 6ctive'ear) /e'elry) S'im'ear) Inner'ear) Leather) Belts) eck'ear) an% ;en.s 2lassics! In the mi% #Ds) 7U8SS? became a public company an% launche% its first 'eb site) 7U8SS!com! Hrior to the ne' millennium) 7U8SS!com became an e-commerce site) an% the 7U8SS? family continue% to gro' 'ith the launch of the 7U8SS?. online outlet) 7U8SS!comKoutlet) in -DD*! 7U8SS? continues to challenge its o'n high stan%ar%s as the company strives to remain a %riving force in the -*st 2entury!

;6URI28 ;6R2I6 0 BI07R6HAC

4oun%er ;aurice ;arciano) 2o-2hairman an% 2o-2hief 8&ecutive 0fficer) has overseen the company.s %esign %irection an% has le% its un'avering an% e&traor%inary e&pansion since *#,-! Ae is truly the %riving force behin% the company.s spirit an% commitment to superior quality! ;aurice has gui%e% the company.s gro'th to a net revenue of about O636!6 million for -DD3!

;aurice concentrates on pro%uct %evelopment an% coor%inating the %esign %epartment! Ae is also in charge of quality control) from
ra' materials to the final pro%uct! 8ach category of merchan%ise reflects the same unique aesthetic that is the core of the 7U8SS? %esign philosophy! 7U8SS? 'as create% to enhance the casual) yet %iverse lifestyles of its customers!

H6UL ;6R2I6 0 BI07R6HAC

4oun%er Haul ;arciano) 2o-2hairman an% 2o-2hief 8&ecutive 0fficer) is cre%ite% 'ith the vision that is the cornerstone of the 7U8SS? image one that has create% some of the most innovative an% groun%breaking pictures in the history of a%vertising!! $ruly a visionary) Haul has shape% the %irection an% the look of 7U8SS? a%vertising from its inception! 9ith his unique eye for %ramatic photography) he has create% images that invite a voyeuristic an% emotional response in the eyes of their vie'ers! Supporte% by bol%) sensuous an% captivating a%vertising images) 7U8SS? has receive% the

in%ustry.s highest honors) inclu%ing the 2lio an% :esigners an% 6rt :irectors a'ar%s) assuring its place in 6merican popular culture! 7U8SS?. successful global e&pansion can be attribute% to Haul.s lea% role in overseeing the %evelopment of the %omestic an% international licensing an% e&port businesses! Un%er his keen supervision) as of :ecember 3)

-DD") 7U8SS? ha% -* %omestic an% International licensees an% %istribution in major cities throughout 6frica) 6sia) 6ustralia) 8urope) the ;i%%le 8ast) orth 6merica an% South 6merica! Haul ;arciano is also the %riving force behin% the success of the 'orl%'i%e retail store an% factory store e&pansion!

90R:S 04 9IS:0;1
"Nothing comes between me and my Calvins." - Brooke Shiel%s) *#,D controversial 2alvin Glein a%

:I: C0U G 09?1

6n original pair of Levi.s jeans is part of the permanent collection of the Smithsonian Institution in 9ashington) :!2! $he 'or%) .jeans). came from the cotton 'orkpants 'orn by sailors from the port of 7enoa) Italy) 'ho 'ere themselves kno'n as 7enes! $he jeans market has gro'n to be a O*"!6 billion in%ustry 0n ;ay -D) *,+3) /acob :avis an% Levi Strauss receive% patent S*3#)*-* from the U!S! Hatent an% $ra%emark 0ffice! Levi.sN 5D*N jeans are the original Shrink-$o-4itN) button-fly blue jeans first create% in the *,DDs! 5D*N jeans are the ol%est an% best selling pro%uct of Levi Strauss ( 2o! $he number 5D* 'as assigne% to the jeans aroun% *,#D! In *,,5 a pair of Levi 'aist overalls cost O*!-5! Bran% ne'! By the turn of the century) the company charge% O,!5D for a pair of blue jeans! In *##+) Levi Strauss ( 2o! pai% O-5)DDD for a pair of *DD year ol% jeans @for their museum< foun% in an ol% 2olora%o mine) 'hich is the ol%est kno'n pair of Levi jeans!

Seven out of *D 6mericans say jeans are their first pick for casual 'ear! Levi Strauss ( 2o! currently makes 5D*N jeans in appro&imately *D, siFes an% -D finishesKfabrics! 6 typical pair of Levi.sN 5D*N jeans takes about * 3K" yar%s of %enim) -*3 yar%s of threa%) five buttons an% si& rivets! $here are 3+ separate se'ing operations involve% in making a single pair of Levi.sN 5D*N jeans! $he re% $ab :evice 'as create% in *#36 to help i%entify Levi.sN 5D*N jeans from a %istance! Until *#6D) Levi.sN 5D*N jeans 'ere calle% E'aist overalls!E 0ne bolt of %enim 'eighs appro&imately a quarter of a ton! 2utters use an electric sa' to cut through *-D layers of cloth at one time! 6bout 6D pairs of jeans can be cut from one bolt of fabric! $he %ouble ro' of stitching on the back pockets - kno'n as the 6ccurate stitching %esign - is the ol%est apparel tra%emark still in use to%ay! It 'as first use% in *,+3! :uring 9orl% 9ar II) the 6ccurate stitching %esign 'as painte% on the pockets %ue to government rationing of essential items such as threa%! Rivets 'ere first use% on 5D*N jeans in *,+3 because miners complaine% that their pockets rippe% un%er the 'eight of ore samples! $he early jeans ha% rivets on the front an% back pockets! Rear rivets 'ere covere% beginning in *#3+ because of complaints that the rivets scratche% school %esk chairs an% sa%%les! Since *#6+) reinforce% stitching has replace% the back pocket rivets!

6nalysis

B%1l%o)#a4"y

Information has also been collecte% from the internet!

555')oo)le'!o&
Su#(ey o !olla)e stude ts'

CONCLUSION

@UESTIONNAIRE
Co su&e# P#efe#e !e To5a#ds Jea s 6- A su#(ey of !olle)e stude ts/ sola
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