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

Generation Y Will Lead the Fashion Parade

My advice to those who are currently running Levi Strauss would be to get ready for Generation Y. Generation Y’s consumption of fashion will be huge and could launch Levi’s sales to the levels of the old days. However, don’t expect Generation Y to embrace the old standard Levi’s styles automatically. It’s not going to go down like that. This is a huge generation with very fragmented and individualistic ideas of what its members should look like. It’s déjà vu all over again.

Remember the Boomer clothing styles of the late sixties and seventies: platform shoes, bell-bottom pants and jeans, Frye boots, sandals, carpenter’s jeans, painter’s pants, overalls, tie-dyed shirts, Indian shirts, acetate shirts, ...