The Age Curve: How to Profit from the Coming Demographic Storm

My Free Lesson in Changing Demographics

In 1998, I got a call from a Levi Strauss marketing executive in San Francisco. As ad agency president, I directed everyone to be quiet. “I’m taking this call.”

Levi’s was the largest apparel manufacturer on the planet. Annual revenues were $8 billion. There was no “offshoring.” It made its products domestically. At the time, I was the owner and president of KGA Advertising. At the time, we had handled all of Bob’s Stores marketing for the last twenty years and had watched it grow from $10 million in sales to over $400 million. I had advised Bob’s about our new research into shifting demography and how it was going to have to rethink its merchandise strategy, including the type of jeans that it would sell ...